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. [...]
Inhaltsverzeichnis (Table of Contents)
- Conceptual Formulation
- About DaimlerChrysler
- Division into strategic business units
- Analysis in accordance with the General Electric Model
- Assessment of the Mercedes Car Group SBUS
- Luxury Cars
- C-class/SLK/CLK
- Assessment of the Chrysler Group SBUS
- Chrysler Group passenger vehicles
- Chrysler Group SUVs
- Assessment of the Commercial Vehicles Division SBUS
- DaimlerChrysler Group trucks
- DaimlerChrysler Group vans
- Recommendations
- Classification in the GE-Portfolio
- Growth SBUs
- Borderline SBUs
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper examines the strategic business units (SBUs) of DaimlerChrysler AG through the lens of the General Electric model. The paper aims to assess the strengths and weaknesses of each SBU and provide recommendations for their strategic development.
- Strategic Business Unit Analysis
- Application of the General Electric Model
- Competitive Advantage and Market Position
- Growth Strategies and Portfolio Management
- Recommendations for DaimlerChrysler's SBUs
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter of this paper provides an overview of DaimlerChrysler AG, its history, and its diverse range of brands and divisions. It also introduces the concept of strategic business units and explains how DaimlerChrysler is structured into four distinct divisions: Mercedes Car Group, Chrysler Group, Commercial Vehicles Division, and DaimlerChrysler Services.
The second chapter analyzes the individual SBUs within DaimlerChrysler based on the General Electric model. It examines each SBU's competitive strength and market attractiveness, providing a detailed assessment of their current position within the competitive landscape.
The third chapter focuses on recommendations for the strategic development of DaimlerChrysler's SBUs. It classifies the SBUs based on their GE-portfolio analysis and suggests appropriate growth strategies for each.
Schlüsselwörter (Keywords)
This paper focuses on DaimlerChrysler AG, strategic business units (SBUs), the General Electric model, competitive strength, market attractiveness, growth strategies, portfolio management, and recommendations for strategic development.
- Citation du texte
- Dipl.-Hdl. Katja Zimmerling (Auteur), 2005, Application of the General Electric Model to the strategic business units of the DaimlerChrysler AG, Munich, GRIN Verlag, https://www.grin.com/document/60447
