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Karl Benz's pioneering role in automobile industry leads to Mercedes-Benz
1.
2. Karl Benz founding “ Benz & Co”.
1st October 1883
1900,Benz & Co become world biggest automobile
manufacturer.
First Mercedes was delivered on 22 December 1900.
On 28th June 1926 it get merged and to form Daimler-
Benz AG.
4. Threats of
new
entrants
Rivalry
Bargaining Bargaining
between
power of power of
established
suppliers buyers
competitors
Competition
from
substitutes
5. The present business scenario is one wherein
constant change is the name of the game.
For any firm to survive in any industry, there has to
be constant monitoring and improvement of its
systems and operations
Process of bringing about a revival in the firm’s
fortunes is what is termed as “Turnaround
Management”.
6. Phase I: Watching out for the
danger signal
Phase II: Choosing appropriate
Strategy
Phase III: Implementation of
the change process
7. Decreasing constant sales
Decreasing profitability
Lack of planning
Inflexible CEO
A management team unwilling to learn from
competitors.
8. 1. Strategic Turnaround
A new way to compete in the existing business (Enter
into a joint venture with Telco 1994).
o A new way to compete in the existing business ( by
launching Mercedes Benz E class)
Under this the first choice
Increases market share
Making product market relationship
9. 2. Operating Turnarounds
Asset reduction strategies : below BEP they should
reduce their assets so the fixed cost will reduce.
Revenue increasing strategies : Not extremely below
BEP they should apply new strategy so can generate
revenue.
Combination strategies : above BEP they should use
cost reduction strategy so firm profit can rise, by
unnecessary cost cutting down
10. Implementation plays an important role in any
turnaround management.
Identification of an appropriate strategy by itself will
not guarantee success.
The success or otherwise of a Turnaround strategy
depends on the commitment shown by the top
management as also the operating management.
Likewise new CEO Mr. Juergen Ziegler of Mercedes
– Benz India ltd has implemented the project with
new strategies with help of his management. And
achieved success.
11. A viable business-MB has future potential to
growth and they had shown by launching E class
car in India in 1995.
Time: MB has not focused on time they had taken
long gestation period .so that why they gone in
losses.
Cash:
12. Vision: MB vision was cleared they had plan for
selling 10,000 cars Yearly. but due to lack of market
for luxury car in India they failed.
Management: Mr. ziegler has new strategy for his
management .and management has adopted it then
its sales started increase in 1999.
Stakeholder support- many people has supported
them like Telco with 10% share and Bajaj tempo
with17% etc.
Confidence in the process- the stakeholder has
believes on MB .and MB has set plant in Pune with
their help.