Kritika Magotra Nancy Bhatt Nikhar Bansal Piyush Kr Singh Pratik Sharma Misba Mohammed

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STRUCTURE
Introduction Vision & Mission Organization Structure History Globalization Marketing Strategies Corporate Social Responsibility S.W.O.T Analysis

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 improve the 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 be aware of our environment. To have a professional relationship with our business partners.

VISION

ORGANIZATION STRUCTURE

Dr. Dieter Zetsche (CEO)

Wilfried Porth (HRD)

Andreas Renschler (HEAD Trucks)

Bodo Uebber (Finance)

Dr. Thomas Weber (R&D)

SHAREHOLERS STRUCTURE BY REGION

Others 0.6%

Germany 47.4%

Kuwait 6.9%

Other Europe 23.8% United States 12.2%

United Arab Emirates 9.1%

HISTORY

GOTTLIEB DAIMLER

Born-17 March 1834, South Germany. In 1886, built a horseless carriage with an engine.
Also known as Father of Automobiles.

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

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

Was the leader in motor racing


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.

Tricycle By Carl Benz

Horseless Carriage By Daimler

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.

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

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.

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 threepointed 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

VERSATALITY

UNIQUE BRAND IMAGE

GEOCENTRIC APPROACH

DIFFERENTIATION OF PRODUCT

INNOVATION:

REPOSITIONING

SALES STRATEGY DURING RECESSION

NO CUT IN THE PRICES

NO CUT IN ADVERTISING AND PROMOTION

Market Share Sales-2008
SALES
C-CLASS E-CLASS S-CLASS A/B/M/G/R-CLASS

UNITS
1714 1512 467 114

PER CENTAGE
58.1 59.2 72.1 20

80.00% 70.00% 60.00% 50.00% 40.00% 30.00%

20.00%
10.00% 0.00% C-CLASS E-CLASS S-CLASS A/B/M/G/R

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)

REASON FOR MERCEDES TO GO GLOBAL
Proactive Reasons 1)Exploit factor-cost differences across countries. 2)Unique product 3)Technological advantage ,available from South Korea. 4)Growing foreign markets 5)Attack rivals on home turf.

Reactive Reasons 1)Competitive Pressure. 2)Declining domestic sales. 3)Saturated home market. 4)Under attack from foreign rivals.

VARIETY OF PRODUTS
1)Cars-Luxury Cars, Sports cars, SUV's 2)F1 Racing Cars-Along with McLaren 3)Buses – mainly for Europe and Asia 4)Vans 5)Wheels 6)Steering Wheels

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 MercedesBenz 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. The Jatropha biodiesel project’

1.

2.

Mobile kids programme

CSR- CHINA

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- MALAYSIA

Staff at MercedesBenz Malaysia also spend time with the kids on a regular basistutoring, games and mentoring.

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 PRODUCED BY GREENLIGHT TELEVISION MMIV

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