MERCEDES BENZ

Kritika Magotra21Nancy Bhatt 24Nikhar Bansal 27Piyush Kr Singh30Pratik Sharma 31Misba Mohammed 64

STRUCTURE

IntroductionVision & MissionOrganization StructureHistoryGlobalizationMarketing StrategiesCorporate Social ResponsibilityS.W.O.T Analysis

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MISSION

To delight our customers in everything we are doing.

To continually improve the effectiveness of our Quality Management System and our business processes.

To continually improvethe quality of our products and services

To have a team-oriented and open minded corporate culture involving employees through leadership and individual acceptance of delegated responsibility

To have a professional relationship with our business partners.

To be aware of our environment.

“To be the Number 1

in Quality, Image and Profitability in

the Automotive Sector”

VISION

Dr. Dieter Zetsche (CEO)

Wilfried Porth (HRD)

Andreas Renschler

(HEAD Trucks)

Bodo Uebber

(Finance)

Dr. Thomas Weber (R&D)

ORGANIZATION STRUCTURE

Germany 47.4%

Other Europe 23.8%

United States 12.2%

United Arab Emirates

9.1%

Kuwait 6.9%

Others 0.6%

SHAREHOLERS STRUCTURE BY REGION

HISTORY

Born-17 March 1834, South Germany.

In 1886, built a horseless carriage with an engine.

Also known as Father of Automobiles.

GOTTLIEB DAIMLER

March 6, 1900, Daimler died. , leaving control of his company to his chief engineer Wilhelm Maybach.

November 22 1990, Daimler-Motoren-Gesellschat (DMG)had produced a special car for Emil Jellink, who named it ‘Mercedes’ after her daughter.

Was the leader in motor racing

Carl Benz

Born on November 25, 1844

1886, a motorized tricycle was built.

His first four-wheeler, the Victoria, was built in 1893

1895, Benz built his first truck.

The 1903 Parsifil was Benz's answer to Mercedes.

Equipped with a two cylinder vertical engine and top speed of 37 mph.

Was only second to Daimler in racing.

Horseless Carriage By Daimler

Tricycle By Carl Benz

During The first world war, both factories were converted into production sites for war materials.

Shortage of fuel for cars and a 15% luxury tax made automobile production increasingly disastrous.

The crisis sent Benz seeking a strong partner, the only brand the board considered worthy of Benz was DMG.

Talks of Merger looked promising, but was later abandoned in 1919.

Both brands were performing poorly and losing out to ford which was thriving in the U.S.

Talks of Merger looked promising , but was later abandoned in 1919

Both brands were performing poorly and losing out to ford which was thriving in the U.S.

The “Mutual” Agreement

1924, Due to sheer economic necessity, Benz and DMG signed an "Agreement of Mutual Interest.“ Both companies retained their identities. The two companies merged with relative ease on June 28, 1926.

A new insignia was selected with a three pointed stars with the names ‘Mercedes’ at the top and ‘Benz’ at the bottom.

The first two automobiles to sport the Mercedes-Benz name were the Stuttgart and the Mannheim. Then in 1928 the Mercedes SS was introduced by Mercedes-Benz

Beyond 1930’s To Today

Mercedes-Benz launched their most prestigious car to date in 1930, The 770 Grosser .

It became a status symbol for the ultimate rich when the wall street crashed under the depression.

From Then To Now , Possession for the car speaks of the owner.

Today Mercedes-Benz is regarded as the world's most successful automotive brand. Its level of technical perfection, quality standards, innovative strength are worth mentioning.

The Mercedes star became the most famous automotive symbol of all and is one of the world's best-known trademarks.

The Three Pointed Star

The Three Pointed Star

DMG has used the successful, patent-protected, brand name "Mercedes" since September 1902.

Gottlieb Daimler ,at the beginning of his period of employment, had marked his house with a three-pointed star.

The three-pointed star was also intended as a symbol for Daimler's principle of universal motorisation "on the ground, on water and in the air".

MARKETING STRATEGIES OF MERCEDES-BENZ

PROMOTION AND ADVERTISING

FOCUSES ON AFTER SALE SERVICES

UNIQUE BRAND IMAGE

GEOCENTRIC APPROACH

VERSATALITY

DIFFERENTIATION OF PRODUCT

INNOVATION:

REPOSITIONING

SALES STRATEGY DURING RECESSION

NO CUT IN THE PRICES

NO CUT IN ADVERTISING AND PROMOTION

SALES UNITS PER CENTAGE

C-CLASS 1714 58.1

E-CLASS 1512 59.2

S-CLASS 467 72.1

A/B/M/G/R-CLASS

114 20

Market Share Sales-2008

C-CLASS E-CLASS S-CLASS A/B/M/G/R0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

SWOT ANALYSIS

STRENGTHS

•CATERS ONLY TO LUXURY MARKETS

•JIT

•80%STILL ON THE ROAD

•RESALE VALUE

WEAKNESSES

WAITING LIST (18 MONTHS)

BUILDING TIME

HIGH MAINTENANCE COST

OPPORTUNITIES

•PROFESSIONAL SPORT SPONSORSHIP

•JOINT VENTURE

•MAYBACH DESIGN CONCEPT

•FUEL CELL RESEARCH

THREATS

NEW MARKET ENTRANCE- TOYOTA

COMPETITORS(primarily BMW)

Proactive Reasons1)Exploit factor-cost differences across countries.2)Unique product3)Technological advantage ,available from South Korea.4)Growing foreign markets5)Attack rivals on home turf. Reactive Reasons1)Competitive Pressure.2)Declining domestic sales.3)Saturated home market.4)Under attack from foreign rivals.

REASON FOR MERCEDES TO GO GLOBAL

1)Cars-Luxury Cars, Sports cars, SUV's2)F1 Racing Cars-Along with McLaren3)Buses – mainly for Europe and Asia4)Vans5)Wheels6)Steering Wheels

VARIETY OF PRODUTS

GLOBAL PRESENCE

Besides its native Germany, Mercedes-Benz vehicles are also manufactured or assembled in:

1) Argentina(buses, trucks and the Sprinter van. The first factory of Mercedes-Benz outside of Germany)

2) Austria (G-Class) 3) Bosnia and Herzegovina 4) Brazil(buses, trucks, C-class passenger cars (export only), established in 1956) 5) Canada 6) China 7) Egypt 8) Ghana (buses, trucks, taxis) 9) Hungary (construction of a new plant in the country announced on June 18, 2008,

for the next generation A- and B-Class) 10) India 11) Indonesia 12) Iran 13)Malaysia 14) Mexico 15) Nigeria (buses, trucks, utility motors and the van Sprinter) 16) South Africa 17) South Korea (Mercedes-branded Musso and MB100 models manufactured by

SsangYong Motor Company) 18) Thailand 19) Turkey 20) United Kingdom (The SLR sports car is built at the McLaren Technology Centre in

Woking).

Corporate social responsibility As an automotive pioneer, Daimler

and its employees are committed to excellence and act responsibly towards society and the environment, to shape the future of safe and sustainable mobility with groundbreaking technologies and high-quality products.

Mercedes Benz have been active in participating in the social activities that take place for the betterment of the society.

1. The Jatropha biodiesel project’

2. Mobile kids programme

Being a globally positioned premium auto brand, Mercedes-Benz has no doubt set an example in this respect and this has been equally demonstrated in China.

Mr. Klaus Maier, CEO of Mercedes-Benz (China) Ltd., said, "Pursuing the cause of public welfare is not only the responsibility of an enterprise, but also a precondition that determines an enterprise's survival. Promoting and becoming a part of China's social harmony and rapid economic development is our obligatory responsibility and proactively shouldering social obligations is an important part of our long-term commitment to the Chinese market.“

In 2007, Mercedes-Benz (China) Ltd. launched the Green Legacy Program, a long-term cooperation with the United Nations Educational, Scientific and Cultural Organization (UNESCO) and the Ministry of Construction, to support the conservation and management of World Natural Heritage Sites in China.

CSR- CHINA

Staff at Mercedes-Benz Malaysia also spend time with the kids on a regular basis- tutoring, games and mentoring.

CSR- MALAYSIA

Mercedes-Benz Malaysia has played its part in Corporate Social Responsibility by providing transport to 20 children at Pedro Shelter Home.

BIBLIOGRAPHY

•WIKIPEDIA

•GOOGLE IMAGES

•STORY OF MERCEDES BENZ PRODUCEDBY GREENLIGHT TELEVISION MMIV