Post on 21-Jun-2015
Embed Size (px)
DESCRIPTIONA close look on Mercedes Benz Strategy in General and for India in Particular
- 1. Which 3 luxury automakers are called the German Big 3?
2. Mercedes Benz Abhishek Kumar "Das Beste oder nichts"The best or Nothing" 3. Introduction A division of the Daimler AGDaimler AG luxury automobiles, Buses, coaches, and trucksBrand Stuttgart, Baden-Wrttemberg, GermanyHeadquarters Karl Benz & Paul DiamlerFounders Dieter ZetscheChairman 4. History The Mercedes automobile was first marketed by Daimler-Motoren- Gesellschaft.1901 The first Mercedes-Benz brand name vehicles were produced, following the merger of Karl Benz's and Gottlieb Daimler's companies into the Daimler- Benz company1926 Mercedes-Benz produced the 770 model, a car that was popular during Germany's Nazi period. Adolf Hitler was known to have driven these cars during his time in power, with bulletproof windshields 1930s 5. Subsidieries & Alliances Mercedes-AMG became a majority owned division of Mercedes-Benz in 1999Mercedes-AMG Between 2003 and 2009, Mercedes-Benz produced a limited-production sports car with McLaren Cars McLaren Mercedes Daimler's ultra-luxury brand Maybach was under Mercedes-Benz cars division until 2013, when the production stopped due to poor sales volumes. Maybach 6. Strategy Manufacture world-class luxury cars Maintain industry leadership in technology and design Maximize profits, delivering consumer and environmental benefits 7. Quality Mercedes-Benz had maintained a reputation for its quality and durabilitySince its inception J. D. Power surveys, demonstrated a downturn in reputation Late 1990s and early 2000s In J. D. Power's Initial Quality Study, Mercedes showed dramatic improvement by climbing from 25th to 5th placeFirst quarter of 2007 Mercedes-Benz ranks second in vehicle dependability among all nameplates, with 104 PP1002014 8. Strategy to inspire customers with Premium automobiles that set standards in the areas of design, safety, comfort, perceived value, reliability and environmental compatibility, commercial vehicles that are the best in their respective competitive environment, outstanding service packages related to those products, and new, customer-oriented mobility solutions that utilize the possibilities of increasing digitalization 9. Strategic Growth Areas Strengthening the core business renewing and expanding model range, effectively developing brands, and taking measures to increase efficiency and competitiveness in all businesses Growing in new markets Aim to expand in other regions, especially in Brazil, Russia, India and China, the so-called BRIC countries. further enhancing local presence and, where useful, cooperation with local partners. Leading with green technologies the optimization of internal-combustion engines to hybrid drive and to locally emission- free driving Shape mobility concepts and services Car sharing initiative car2go, CharterWay, Bus Rapid Transit (BRT) and The mobility platform moovel. 10. Targets For the implementation, the company will use their role as an innovation and technology leader worldwide reputation global presence as a full-line supplier It intends to achieve on a sustained basis a return on sales target of 9% on average for the automotive business. In 2015 Mercedes-Benz Vans to sell 400,000 vehicles and Daimler Buses 42,000 buses At Daimler Trucks, strengthen leading role in the global truck business aim to sell more than 500,000 vehicles in the year 2015 By 2020, Mercedes-Benz Cars strives to occupy the Number 1 position in the premium segment to sell more than 1.6 million cars of the Mercedes-Benz brand in 2015 11. Mercedes-Benz in India ProductOffensivestrategy Already launched S 500, S 350, GL 63 AMG, ML 63 AMG, A Class Edition 1, B Class Edition 1, and C Class Grand Edition. They have 3 more launches pending before 2014 is out. Threenewcars GLA compact SUV vs BMW X1 and Audi Q3 CLA 45 AMG - a much needed edge in the segment. Rumoured to be the CLA Class compact sedan vs Audi readying the launch of A3 sedan in India MercedesBenzfacilities set to double the production at their plant in Chakan near Pune. make their facility as the largest luxury car plant in India has invested about Rs 850 crores in their plant in India till date. Currentscenario&beyond luxury cars account for about 1.5% of the total passenger car sales in the country Audi, Mercedes Benz, Volvo and JLR managed to sell about 30,000 units in 2013 By 2022, this demand number is going to cross 5.5 lakh mark annually