mercedesPRES

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Mercedes-Benz: 

Mercedes-Benz Cara Kopcinski Joel Nance Michelle Smith Melissa Pimental Rita Zurlo

Introduction: 

Introduction

SWOT Analysis: 

SWOT Analysis

Strengths: 

Strengths SUV bumper 80% still on the road Resale value Roadside assistance Doubling efforts Fuel cell research

Weakness: 

Weakness JIT Waiting list Building time

Opportunities: 

Opportunities Professional sport sponsorship Joint Venture Maybach design concept

Threats: 

Threats Little to no experience Entrance to new market Competitors

Situational Analysis: 

Situational Analysis

General External Environment: 

General External Environment Lower costing cars (Economic) New class of cars, new age group (Demo) Size of car in Japan and Europe (Global) Taxes for U.S. and Japan on “Larger” luxury cars (Political/Legal) Safety features in innovation (Technical) New plant, new team, new product, new way of doing things (Sociocultural)

Industry Analysis: 

Industry Analysis Sales will be effected by taxes in U.S. and Japan Japan discourage larger cars, leaving more room for competition to more into the market

Competitor Analysis: 

Competitor Analysis Top Ten Luxury Cars 1. Cadillac 6. Volvo 2. Lincoln 7. Mercedes 3. Acura 8 . Infiniti 4. Lexus 9. Saab 5. BMW 10. Jaguar

Slide12: 

Cadillac (GM) Concentric diversification Introduction of new cars (e.g. Catera)

Slide13: 

Lincoln (Ford) Product development Attract satisfied customers with improved products (e.g. Mark VIII)

Slide14: 

Acura (Honda) Focus diversification “To build the snob appeal needed to sell luxury performance cars in the United States” (e.g. Legend and Integra)

Slide15: 

Lexus (Toyota) Low cost/ differentiation “Relentless pursuit of perfection” Sticker prices considerably below other luxury cars

Slide16: 

BMW Most direct competitor Market development luxury small car market with less expensive sub-compact model

Slide17: 

Infiniti (Nissan) Horizontal diversification Overnight loan car Car cleaned inside and outside Gas tank filled

Internal Analysis: 

Internal Analysis Technology and innovation (Support act.) All operations are in the same plant. (Primary act.) Body Paint Assembly

Core Competencies: 

Core Competencies Symbol Name Innovation

Strategies: 

Strategies Differentiation Cost Leadership Product Development

Conclusion: 

Conclusion