Application of the General Electric Model to the strategic
business units of the DaimlerChrysler AG

by: Katja Zimmerling

1. Conceptual Formulation 3

1.1. About DaimlerChrysler  3
1.2. Division into strategic business units 3

2. Analysis in accordance with the General Electric Model 6

2.1. Assessment of the Mercedes Car Group SBUs 7

2.1.1. Luxury Cars 7
2.1.2. C-class/SLK/CLK  8

2.2. Assessment of the Chrysler Group SBUs  9

2.2.1. Chrysler Group passenger vehicles 10
2.2.2. Chrysler Group SUVs  11

2.3. Assessment of the Commercial Vehicles Division SBUs 12

2.3.1. DaimlerChrysler Group trucks  12
2.3.2. DaimlerChrysler Group vans  13

3. Recommendations  14

3.1. Classification in the GE-Portfolio 14
3.2. Growth SBUs  15
3.3. Borderline SBUs  16

Bibliography

1. Conceptual Formulation

1.1. About DaimlerChrysler

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.

1.2. Division into strategic business units

A strategic business unit is distinguishable from other business because it serves a defined external market where management can conduct strategic planning in relation to products and markets. Additionally, it has its own business strategy and objectives.

The DaimlerChrysler AG is divided into four different divisions: Mercedes Car Group, Chrysler Group, Commercial Vehicles Division, and DaimlerChrysler Services. Within these divisions, certain brands, for example Smart, remain independent. Other brands are responsible to another brand management, for example Maybach, which is responsible to Mercedes-Benz.

The first SBU in the DaimlerChrysler AG contains Maybach and Mercedes Benz luxury cars. Maybach and Mercedes-Benz are both luxury car manufacturer. Maybach is under the management of Mercedes-Benz; therefore, it is possible to take this brand into this SBU. The difference between Maybach cars and high end Mercedes-Benz cars is that Maybach cars are not produced by using assembly lines, robots, and other machinery; they are entirely handmade. Through a computer simulation the customer can pick out his / her perfect car and follow it through the whole manufacturing process. Also, Mercedes-Benz offers high-end vehicles like the S-class, the E-class, and the CLS with any imaginable extras. However, these cars are mass produced.

The second strategic business unit contains upper middle segment cars like the C-class, SLK and CLK. The target group for this segment are customers with upper middle to high income who want to drive a prestigious car of good quality. However, the price structure is still higher than that of DaimlerChrysler’s main competitors in this segment, for example BMW and Audi. The A-class forms a strategic business unit in itself. With this car and its many variants DaimlerChrysler targets mainly young customers who want to have a Mercedes as their first car. As for successive car purchases, this consumer group is more likely to choose another Mercedes from the huge variety DaimlerChrysler offers than another brand.

[...]