Application of the General Electric Model to the strategic business units of the DaimlerChrysler AG
Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Mount Union College, 6 entries in the bibliography, language: English, abstract: When Gottlieb Daimler and Karl Benz built their first car in 1886, neither of them would have imagined what a global company would arisen from their invention. The brands Maybach, Mercedes Benz, and Smart are known worldwide. They all belong to the subdivision Mercedes Car Group. In 1998, Daimler-Benz AG merged with the American Chrysler Corporation to form DaimlerChrysler AG. Since then, the well known brands Dodge, Chrysler, and Jeep were added as to the DaimlerChrysler AG as the Chrysler Group division. DaimlerChrysler bought Fuso, the truck division of the Japanese Mitsubishi Motors Company, for its Commercial Vehicles Division in March 2004. Also, Mitsubishi is DaimlerChrysler’s strategic partner and has already developed new engines and compact cars in several joint ventures. The company’s Commercial Vehicles Division also includes well-established brands such as Setra (buses), Freightliner (trucks), Sterling Trucks, Western Star Trucks, as well as Mercedes-Benz buses and trucks. Not only does DaimlerChrysler AG offer vehicles but it also offers various services through its DaimlerChrysler Services and DaimlerChrysler Bank divisions. The former offers services like insurance services or toll collection solutions while the latter specializes in leasing, financing, financial investment, and even offers three different VISA credit cards. [...]
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20 Capacity 20 Expert Opportunities 20 Market Diversity 20 Price Competitiveness 30 Advertising 30 Industry Profitability 40 Facilities 40 Profit 40 Sales/Distribution 50 Organizational Synergies 60 Profit Margin 60 Relative Product 80 SBU Growth Advertising & Promotion brands Breadth of Product Business Strengths Criteria C-class Capacity & Productivity Chrysler 300 Chrysler Crossfire Chrysler Group SUVs Commercial Vehicles Division comparison to 2003 Competitive Structure 15 Criteria Weights x Curve Effects 15 DaimlerChrysler AG DaimlerChrysler Bank DaimlerChrysler Services DaimlerChrysler’s strategy Dodge Durango Electric Model Experience Curve Effects Facilities & Location Growth Rate 20 Industry Attractiveness SBU Jeep Grand Cherokee Jeep Liberty Jeep Wrangler Market Diversity 05 Market Size 20 Maybach Mercedes Benz Mercedes Car Group Mercedes-Benz minivans Organizational Synergies 05 passenger vehicles Price Competitiveness 05 Product Line 05 Productivity 15 Promotion Effectiveness Relative Product Quality SBU Growth Rate Sterling Trucks strategic business units Strengths Criteria Weights Weights x Ratings worldwide