Daimler is a German automobile company which is the 13 largest automobile company globally. Daimler is the parent company of Mercedes Benz. The company was established in 1883. Up to date, the brand portfolio includes some of the most valuable car brands such as Smart, Maybach, Freightliner, Detroit Diesel, and Orion among others. Daimler is a company with a commitment to excellence and aims at accomplishing sustainable growth and development. Since the company was established in the 19th century, Daimler has been manufacturing a wide range of luxurious cars. Additionally, the organization is also known for manufacturing trucks and buses. Daimlers Headquarters are based in Stuttgart, Germany. Today, Daimler is the most popular automotive manufacturer around the world.
In order to assess the growth of their company-level plans and the corresponding corporate elements, it is important to work with various changes in the organization. It is important to analyze the key environment. The key objective if this paper is to conducts a strategic analysis of Daimler as the parent company of Mercedes Benz, Chryslers, Smart, and Detroit diesel. However, the outcome of this research cannot be the correct examination and does not complete consistency regarding future progresses. Nevertheless, it is a conceivable assessment framework of Daimler policies and attempts to provide a better understanding of planned decisions related to structure and set of the organizations.
There are several external factors that influence Daimler Company. Back in 1958, the company signed an agreement with Studebaker, a US-based distributor. Under the new agreement, Studebaker allowed Daimler to have full access to its branches in the US and around the world. In return, get a 30% commission for every sale made. The distributing company was also allowed in the Mercedes distributing branches around the world. However, this turned to strain for Studebaker’s brand and thus resulted in the termination of the brand. On matters concerning economics, The Company has faced numerous challenges since its establishment. Since the company fails to reach the required fuel consumption threshold in the United States, Daimler has been penalized several times since 2000. Some of its Brands such as Mercedes usually attract extra taxes in states such as the US, the UK, and China. In 2015, Mercedes and Smart recorded the highest Carbon dioxide emissions among the major automotive manufacturers ranking at position 14(EMMANUEL).
The company has a wide range of models such as passenger vehicles, light commercial vehicles as well as heavy commercial trucks. In all its models the company has incorporated high tech innovations. Moreover, the smart marque of city vehicles has also been a major part of Daimler since 1994. The Well-established organization, Daimler strives to preserve a good reputation that signifies corporate union. To ensure that it is within the required standards, Daimler ensures that it conforms to all the legal standards in all its subsidiary companies.
When environmental Factors are put into consideration, the new models are greener than ever. Fuel consumption levels have been reduced considerably. The Organisation has further reduced the new blue Efficiency charter. For many years, Daimler has ensured its cars are environmentally friendly by reducing fuel consumption. Such strategies have been implemented in a move to save energy. The company faces numerous threats such as the increased number of environmentally-mindful consumers, the inconsistency of the global economy among other issues. In addition, the global market is saturated with luxury vehicles making it very competitive.
The Internal analysis assists managers develop plans based on the history, current issues, strengths, Weakness and threats of an organization. Therefore, it is a fundamental component of strategic management and formulation. Daimler has factors that make it a strong brand. First, it is the resale values of its various subsidiary brands. For instance, Mercedes Benz has the best resale value since the organization is known for manufacturing high-quality units. Different studies show that Mercedes is the leading brand in resale value among Daimler’s subsidiary brands.
Other strong points of the organization include High-quality engineering, high reputation among prospect consumers. However, most of its brands are very expensive. For instance, Mercedes Benz has long accounts of producing excellent brands. Therefore, the price of its brands tends to be much higher than other luxury brands. Daimler brands are often targeting wealthy people. As a result, lower and middle-class groups won’t be able to afford the brands. Such can therefore be classified as one of its weakness.
Other shortcomings include: most of the units manufactured by Daimler are less fuel efficient compared to other low-priced brands. In addition, the organization has been slow in introducing fuel-efficient units. Daimler Benz was the first company to manufacture the first car with brakes in all the four wheels as well as the safety cell concept. As earlier discussed, the ability to market as well as building high-quality products in the automotive industry is one of the core competencies held by the organization. With the consideration of the consumer needs, the organization has been capable of crafting best brands in the market, and an accomplishment envied by many other automotive companies.
Key Success Factors
Daimler has the opportunity of establishing affordable fuel options. Depending on the sources of fuel used, Daimler can establish measures of decreasing air pollution by about 20% compared to previous brands. The organization also has the chance of using its brand to get into new markets. In addition, the high engineering advancements of the organization have allowed it to be very advanced that has resulted in the uprising of the car industry.
It is important to mention that the automotive industry is very competitive. Some of the key rivals include Audi, Volvo, and Jaguar. All these brands have different designs and functionalities. Since the price of these brands is high, it is necessary to conduct thorough marketing for the products to be recognized. In 2017, the company was ranked first on quality products worldwide.
Bargaining power is another important aspect of the company. Automotive companies often require various types of material from different suppliers. Some of the key items include raw material, market consultancy, and hardware among others. As stiff competition continues to squeeze the profit margin of the various motor companies, any upsurge in the costs of the products could plunge the profitability of the company. Revenues within all the smaller divisions also recorded as a substantial increase. (Overall, Daimler Group recorded an increase in revenue from $ 38.6 million to $41.2 million between the second quarter of (Q2 2016) and Q2 2017 respectively, of which, Mercedes Benz cars increased from 22.1 to 23.6, Daimler Trucks, 8.7 to 9.0, Mercedes Benz vans, 3.4 to 3.7, and finally Daimler Buses 1.1 to 1.2.)
Conducting an examination of the competitive positioning in the car industry is a complex process. Nevertheless, for the top companies such as Daimler, they have been able to establish a strong linkage of suppliers around the world. (Rust, Lemon, & Zeithaml,2004.) The bargaining power of its suppliers is moderate. New entries into the automobile industry is a puzzling process. First, the trademark equity for the reputable organizations is hard to break.
Many automotive organisations have tried to break into the existing brands’ market but ended up failing since they are incapable holding their market share. Therefore, threats to Daimler group are low. In the world of automotive companies, some customers have higher power against the traders but have a very little impact on the manufacturer. It is challenging for the producer to maintain its customers and at the same As a result, the bargaining power of the consumers is very high. This has demonstrated to be adverse to the automotive industry.
It is important to mention that, luxury brands such as Smart are not just means of transport but are also a sign of higher prestige and achievement. Alternates for luxurious cars are low-cost vehicles such as Mercedes. However, Daimler still faces low threats of substitution since the brand can only be acquired by the rich hence making threats moderate. The company’s financial strength is high.A report collected in December 31st 2016 and June 30th 2017 shows the following: Equity ratio 22.9 % and 24.6% respectively, Gross liquidity of 21.7% and 21.8%, Pension obligations -7.8and -8.1% , and Funding ratio of 75% and 74%.(Should be put in the table).
From the internal and external examination of the Daimler Benz, the general strength and weaknesses of the organization can be identified alongside some of the threats they face and opportunities. These have been summarised through a SWOT framework (Chermack,& Kasshanna, 2007).
Daimler has been dwelling into two extension strategies when introducing new models. The strategies have also been introduced in the development of next-generation smart cars in collaboration with Renault-Nissan Company (Weihrich,1993).Using the Ansoff matrix, it is evident that Daimler has focused on maintaining the existing market. Such is a demonstration that, instead of penetrating new markets or manufacturing new products, Daimler is concentrating on markets it is familiar with in order to minimize the risk as well as reducing cost. The strategy being implemented by Daimler is known as market penetration, a strategy is used to improve marketing mix.
Place and distribution is a fundamental aspect to be considered. In the United States, there are only 77 dealers that distribute Daimler brands, with most of them congested in the eastern region of the United States. Therefore, to increase the sale of various Daimler products in the United States, Daimler must establish at least one dealer in every state besides targeting only the major cities. The distribution network can be diversified to allow more potential consumers to buy the products.
On matters concerning methods of promotion, Daimler has utilized both above-the-line and below-the-line promotion. The appearance of Daimler brands in different films has given the products a long-term reputation for urban style. Moreover, some countries have been charging half taxation on Daimler product (Samiee,1987).If this is applied to all countries, this can increase the turnover of Daimler products. Such has been promoted by the fact that customers will be influenced to buy Daimler cars in order to avoid parking problems as well as congestion. On the contrary, not all countries around the world suffer traffic congestion. The units’ turnover for the second quarter of 2016 and 2017 increased significantly from 761.3 to 822.5 for the entire group. For Mercedes Benz, the units increased from 546.5 to 595.2 in the same period. Daimler trucks increased from 108.3 to 116.4, Mercedes-Benzes van 99.6 to 103.4 units and finally Daimler buses increased from 7 to 7.5 units. (Should be put in the table)
Without core competencies, it might be impossible for the organization to preserve its leading position in the automobile industry. Indeed, based on high-quality consumer preference on the brands, it is easy to predict that the organization holds several great core competencies in the market. The following are some of the core competencies held by the organization. One of the core competencies held by the organization up to its respectable position in the automobile sector in the innovative capabilities. For instance, the combustion system was first presented by the organization back in 1886.The Organization also led the replacement of the fuel injection using the float carburettor (Kotabe& Helsen, 1998).
In the past year, Daimler has faced the challenge of an incomplete portfolio. This requires the company to develop new languages in order to accommodate new consumer bases. While the company has been successful in retaining most of its loyal customers, the company has been assertive in its conquest of new consumers. The plan to maintain the first position as a brand is based on consolidation of its strength and simultaneously striving hard to capture the new emerging opportunities (Ferrell,& Hartline,2012).Therefore it is important to always keep the consumer in mind as they make the new changes. This can be accomplished by focusing on establishing different pillars to create the best experience for consumers, and the most appropriate brand connection.
Recommendations and conclusion
Daimler should continue to safeguards their strong brands as well as its reputation. The company must make the customers feel that the product they are using is worth it. Moreover, the consumers must be able to identify their specialty and unique innovation. Otherwise, they might lose their strong reputation. Daimler has always used statistical forecasting of the market it intends to operate in. The company uses latest information and communication technology to establish the process of documenting consumer patterns and utilizes the information in making critical decisions (Soler,Gil, & Sanchez, 2002).The reliance of the company on research in making the critical decision is a fundamental signal of the strategic significance of consumer database. Through research, the organization has been keen on identifying new designs, improved technology, and styling.
In conclusion, the stiff rivalry in the market and the gradual has put Daimler cars in numerous difficulties. Without the factual strategies, Daimler brand might become popular and then enter to its fall within its product lifecycle. Since the Daimler is having financial problems, it necessary if the cost is kept to the minimum. The act of establishing strategic union among the subsidiary companies is a fundamental step taken by Daimler to spread risk. The extension strategic plan by the company has a huge opportunity of thrive. After the marketing mix is evaluated, there are still opportunities for Daimler to advance its products.
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