Académique Documents
Professionnel Documents
Culture Documents
Course Name:
GLOBAL MARKETING
Title:
DIAMLER AG
Submitted To:
Submitted By:
Section:
No #
Sr. No
GROUP 7
ID
Zohaib Azhar
L1F10MBAM0154
14
Azeem Farrukh
L1F10MBAM2064
15
Ibrar Karamat
L1F10MBAM2149
26
L1F10MBAM2256
(A)
Given date:
Due Date:
Acknowledgement
All the praise is for Allah Who gave us the strength, mental and physical capabilities
to accomplish this project
This report is a team effort and we owe great thanks to those people who helped and
supported us in writing this report
We would like to thank our mentor, who supported us and provided extremely friendly attitude
without which the accomplishment of this project would not have been possible.
In the end our deepest thanks our parents who supported us and to our teacher Prof. Awais
Qadeer who gave us the opportunity to write this report.
Regards:
No #
Sr. No
GROUP 7
ID
Zohaib Azhar
L1F10MBAM0154
14
Azeem Farrukh
L1F10MBAM2064
15
Ibrar Karamat
L1F10MBAM2149
26
L1F10MBAM2256
Outlines:
1. Vision, corporate mission and objectives
2. Philosophies of global marketing
3. Organization/management
4. Coverage that is global presence
5. Global operation
6. Number of product categories and number of brands within each category
7. Standardized and localized brands
8. What is standardized and what is localized in each brand
9. Production facilities
10. R&D
11. Companys global marketing strategies
12. Environmental concerns
13. Topics covered throughout the semester
14. Article/news the companys strategies to handles different environmental challenges
History:
Daimler AG is a German Multinational automotive corporation. Daimler AG is
headquartered in Stuttgart, Baden-Wrttemberg Germany. Daimler AG is a German manufacturer
of automobiles, motor vehicles, and engines, which dates back more than a century. By unit sales, it is
the thirteenth-largest car manufacture and second-largest truck manufacturer in the world. There
products includes Buses, Cars, Trucks and provide Financial Services.
Daimler-Benz AG and agreed that thereafter, all of the factories would use the brand
name of Mercedes-Benz on their automobiles.
In 1998, Daimler-Benz and Chrysler Corporation announced the world's largest crossborder deal ever, valued at US$38billion and the resulting change in company name to
DaimlerChrysler AG.
In 2007, when the Chrysler group was sold off to Cerberus Capital Management, the
name of the parent company was changed to simply "Daimler AG".
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Company Profile:
We are one of the worlds most successful automotive companies. With its divisions MercedesBenz Cars, Daimler Trucks, Mercedes-Benz Vans, Daimler Buses and Daimler Financial
Services, the Daimler Group is one of the biggest producers of premium cars and the worlds
biggest manufacturer of commercial vehicles with a global reach. Daimler Financial Services
provides financing, leasing, fleet management, insurance and innovative mobility services. The
companys founders, Gottlieb Daimler and Carl Benz, made history with the invention of the
automobile in the year 1886. As a pioneer of automotive engineering, we continue to shape the
future of mobility today: Our focus is on innovative and green technologies as well as on safe
and superior automobiles that appeal to and fascinate our customers. For many years now,
Daimler has been investing continually in the development of alternative drive systems with the
goal of making emission-free driving possible in the long term. So in addition to vehicles with
hybrid drive, we now have the broadest range of locally emission-free electric vehicles powered
by batteries and fuel cells. This is just one example of how we willingly accept the challenge of
meeting our responsibility towards society and the environment.
Daimler sells its vehicles and services in nearly all the countries of the world and has production
facilities on five continents. Its current brand portfolio includes, in addition to the worlds most
valuable premium automotive brand, Mercedes-Benz, the brands smart, Freightliner, Western
Star, Bharat Benz, Fuso, Setra and Thomas Built Buses. The company is listed on the stock
exchanges of Frankfurt and Stuttgart (stock exchange symbol DAI). In 2012, the Group sold 2.2
million vehicles and employed a workforce of 275,000 people; revenue totaled 114.3 billion
and EBIT amounted to 8.6 billion.
Company ownership:
Daimler is owned by European, U.S. and other international investors. More than one
billion shares (December 31, 2012) are circulating.
Listing:
The stock is listed on the stock exchanges in Frankfurt and Stuttgart.
Vision:
Our vision is simple but at the same time ambitious: Working closely with our automotive
colleagues, we want to be the first-choice provider of financial and mobility services for our
customers and dealers
Corporate mission:
Our mission is to achieve the best for our customers, dealers, vehicle brands, and parent
company. A large scale and international scope are preconditions for attaining these goals.
Objectives:
Protecting the environment
Optimizing the production process
HR target system
HR organizational structure
Job security through more flexible working time regulations:
Flexible working time regulations
Remuneration of temporary personnel
Performance assessment and target-oriented leadership
Remuneration of the Board of Management
Organization/Management
Dr. Dieter Zetsche has been the Chairman of Daimler and Head of Mercedes-Benz Cars since
January 1, 2006 as well as member of Board of Management since 1998. He was former
President and CEO of the Chrysler, LLC (previously owned by Daimler AG), he may be best
known in the United States as Dr. Z from a Chrysler advertising campaign called "Ask Dr. Z".
Current members of the Board of Management of Daimler AG are:
Dr. Dieter Zetsche: Chairman of the Board as well as Head of Mercedes-Benz Cars.
Dr. Thomas Weber: Head of Group Research and Mercedes-Benz Cars Development.
Current members of the Supervisory Board of Daimler AG are: Heinrich Flegel, Juergen
Hambrecht, Thomas Klebe, Erich Klemm, Arnaud Lagardre, Jrgen Langer, Helmut
Lense, Sari Baldauf, William Owens, Ansgar Osseforth, Valter Sanches, Manfred Schneider,
Stefan Schwaab, Bernhard Walter, Lynton Wilson, Mark Wssner, Manfred Bischoff, Clemens
Brsig and Uwe Werner. Dr Manfred Bischoff serves as the Chairman of the Supervisory Board
of Daimler AG and Erich Klemm as Vice-Chairman.
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Countries
Market growth
vehicles
Market volume*
USA
2.1%
14 million
Europe(exuding Russia)
2.8%
13 million
Russia
3.6%
2.8 million
Brazil
4.6%
3.5 million
India
12.2%
2.8 million
china
9.3%
14 million
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Global Operations
Africa
Countries
South Africa
Location
o Atlantis, Atlantis Foundries (Pty.) Ltd.
o Centurion, Mercedes-Benz Financial Services South Africa (Pty)
Ltd
o Centurion, Mercedes-Benz South Africa (Pty) Ltd
Egypt
ASIA
Countries
China
Locations
o Beijing, Beijing Benz Automotive Co., Ltd. (BBAC)
o Beijing, Mercedes-Benz Auto Finance Ltd.
Hong Kong
o
o
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India
Indonesia
Japan
Malaysia
Singapore
South Korea
Taiwan
Thailand
Vietnam
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AUSTRALIA / PACIFIC
Countries
Australia
Locations
o Mulgrave, Mercedes-Benz Australia/Pacific Pty Ltd
o Mulgrave, Mercedes-Benz Financial Services Australia Pty. Ltd.
New Zealand
EUROPE
Countries
Austria
Locations
o Graz, Mercedes-Benz Consult Graz GmbH
o Salzburg, Mercedes-Benz Financial Services Austria GmbH
Belgium
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France
Germany
Great Britain
Greece
Hungary
Italy
Netherlands
Poland
Portugal
Romania
Russia
Spain
Sweden
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Switzerland
Turkey
Countries
Canada
Locations
o Mississauga, Mercedes-Benz Financial Services Canada
Corporation
o Toronto, Mercedes-Benz Canada, Inc.
Mexico
USA
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SOUTH AMERICA
Countries
Argentina
Locations
o Buenos Aires, Mercedes-Benz Argentina S.A.
o Buenos
Aires,
Mercedes-Benz
CompaiaFinanciera
Argentina S.A.
Brazil
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Daimler Trucks,
Mercedes-Benz Vans
Daimler Buses
II.
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Banking
f) Components:
Alliance Truck Parts
Detroit Diesel
g) Others:
Mercedes AMG High Performance Power trains (Builds engines for Formula 1
Racing)
Some of the products of Daimler are standardized means their features and attributes are same
where the product is being offered while some products are localized means they are produced
depending on the need of certain country or region.
Standardized Brands:
Mercedes-Benz The best or nothing:
True to Gottlieb Daimlers philosophy, The best or nothing, Mercedes-Benzs
pioneering work has been shaping the future of mobility for more than 125 years. More than any
other trademark in the automotive world, the Mercedes-Benz star symbolizes the perfect
combination of fascination and responsibility. With its great innovative strength, Mercedes-Benz
is constantly defining new milestones in terms of vehicle drive systems, safety, comfort and
design.
Mercedes-Benz plays a pioneering role particularly in the field of safety technology.
Many innovative ideas which became reality for the first time in a Mercedes-Benz passenger car
continue to influence all aspects of automobile development to this day. They include the antilock braking system (ABS, 1978), the airbag (1980) and the Electronic Stability Program (ESP,
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1995). Today, Brake Assist Plus with PRE SAFE Brakes, the drowsiness detection system
ATTENTION ASSIST, Blind Spot Assist, Lane Keeping Assist and Collision Prevention Assist,
installed as standard in the Mercedes-Benz A- and B-Class, together with many other driver
assistance and comfort systems, make Mercedes-Benz vehicles the safest automobiles in the
world.
Smart "A great idea continues on the road to success"
The smart brand stands for innovation, functionality and joie de vivre. smart products
have an unconventional design, high technology standards and are the ideal vehicles for use in
urban areas. True to the maxim "We need different cars but we still want to stay mobile", smart
is the worlds smallest automotive think tank.
The new 2012 smart for-two model generation is the continuation of a unique success
story for smart. As a trendsetter the smart for-two has been redefining individual urban mobility
for more than ten years now with a high fun factor and ecological standards. Smart is now
represented in 45 markets worldwide with the Ukraine as the latest new market. The main
markets are Germany, Italy and China.
Fuso Daimlers leading Truck Brand on the Asian Market
Fuso has forged its reputation as a manufacturer is committed to quality not just
throughout Asia, the Middle East, Africa, but also worldwide. The vehicles developed and
produced by Fuso are of high quality, efficient, and are ideally matched to diverse conditions of
operation.
Mercedes-Benz Vans:
Mercedes-Benz Vans achieves outstanding product quality through perfection and great
attention to detail, setting standards again and again with forward-looking innovations and
excellent value retention. In this way the brand creates real added value for the customer. A
Mercedes-Benz van is "well worth its price".
Mercedes-Benz Buses and Coaches focusing on safety and economy:
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Anyone who travels in a Mercedes-Benz bus can relax secure in the knowledge that
theyre being guided by a lucky star after all, over 100 years experience of bus manufacture
goes into every model. It was in 1895 that automotive pioneer Carl Benz built the worlds first
motor-driven bus, in Mannheim and today, the city is still the centre for the Mercedes-Benz
Bus brand. All of the vehicles embody the Mercedes-Benz goal of combining premium quality,
excellent economy and the highest standards of safety. As a technology leader with full-line
competence, the Mercedes-Benz Buses and Coaches brand offers a comprehensive range of
products.
Setra "Best in Class"
"Much more so than knowledge and skill it requires passion to design a perfect bus:
passion for engineering, and for the people who'll be driving the bus."
When people talk about top-flight touring coaches and rural-service buses, inevitably the
name Setra will be dropped. Buses and coaches have been coming out of Ulm and Neu-Ulm for
the past 100 years or so, first under the company name Kssbohrer, and then as Setra brand. Karl
Kssbohrer (1864-1922) set up a wheelwright's shop in Ulm in 1893. The firm initially built
automobile coachwork as well as bodies and superstructures for trucks. Kssbohrer puts its first
bus - it was still an open-bodied design then - on the market in 1907. In 1951, on the occasion of
the Frankfurt International Motor show, after long years of research and development
Kssbohrer presented to the public the S 8, the first coach with a self-supporting body, rearmounted engine, and direct drive to the rear axle. With that, Kssbohrer gave rise to a new
brand: Setra.
As a brand of Daimler AG, since 1995 Setra has been a part of EvoBus GmbH, which is
present in Europe and the USA and in China through a license agreement.
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Localized brands:
Mercedes-Benz Trucks "Trucks You Can Trust"
Gottlieb Daimler sold the world's first truck in 1896. For over 100 years the name
Mercedes-Benz has guaranteed trucks of highest quality. In the European and Latin American
markets Mercedes-Benz Trucks has always been synonymous with reliability and economy, firstrate quality in product and service as well as global competency in customer-focused transport
solutions.
This applies in equal degrees to the Actros, Axon, Antos and Atego truck lines and to the
special-purpose vehicles from Mercedes-Benz Trucks. That includes the specialist for municipal,
collection and short-range distribution services, the Mercedes-Benz Econic, and the universal
working machine Unimog for applications in the municipal sector and the power-supply and
construction industries, in road-rail service and in the forest industry, where it is deployed to
fight forest fires, for example. The new off-road truck for operation in the most difficult terrain,
the Mercedes-Benz Zetros, rounds off the range.
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technology and the M2 106 diesel-electric hybrids, Freightliner Trucks leads the medium- and
heavy-duty commercial vehicle market in alternative fuel products.
BharatBenz:
Bharat Benz is Daimlers 5th truck brand specially developed for the booming Indian
market. While Bharat is the native word for India and demonstrates a strong commitment to
this market, Benz alludes to Daimler's high technological standards that are incorporated in
this new brand.
BharatBenz focuses on producing trucks in the weight category of 6 to 49 tonnes and
provides platforms for a wide range of haulage and construction applications. While the Lightduty and Medium-duty trucks are based on the FUSO platform, the Heavy-duty trucks are based
on the Mercedes-Benz Axon platform.
Every bus is custom built and sold through independently-owned dealers throughout
North America. With a focus on quality and continuous improvement, Thomas Built utilizes
a lean management operating system designed to produce reliable vehicles customers want,
when they want them and in the most efficient manner possible.
Production facilities:
Local production facilities and we are targeting investment in local markets and new
production capacity to enable us to meet the global demand.
Daimler sells its vehicles and services in nearly all the countries of the world and has
production facilities on five continents. Its current brand portfolio includes, in addition to
the worlds most valuable premium automotive brand, Mercedes-Benz, the brands smart,
Freightliner, Western Star, Bharat Benz, Fuso, Setra and Thomas Built Buses.
Our production facilities are spread over five continents and 19 countries. Even research
and development at Daimler is on a global basis with sites in Europe, the USA and in
Asia.
We intend to carry out this assessment in all of the 18 countries in which we manufacture
products, and to establish a worldwide system of human rights risk management at all of
our production facilities.
As a producer of waste, it is vital that we use a standard process to regularly evaluate the
companies charged with disposing the waste of our production facilities. None of the
waste is exported to other countries.
Production facilities and the sales and service network, the truck producer Foton is
contributing its knowledge of the Chinese and Asian markets to the joint venture.
The Group has production facilities in a total of 19 countries and approximately 8,000
sales centers worldwide.
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The global networking of research and development activities, production and sales
locations gives Daimler Considerable potential to enhance efficiency and gain advantages
in international competition, resulting in additional growth opportunities.
The main investments at Daimler Buses in 2012 were in new products and the
modernization of production facilities.
The Group has also committed to make payments in connection with rental and leasing
agreements for the use of production facilities and property, plant and equipment.
The Group has issued a number of smaller guarantees, some of which specify that
Daimler guarantees the financial obligations of companies which supply us with parts,
vehicle components or services, or which lease production facilities to us.
Car. Independently of Daimler, Carl Benz presented his Patent Motor Car in 1886, the
worlds first integral design for an automobile. Nobody talked about research cars in
either case at the time, but both the Riding Car and the Patent
Motor Car marked the starting point of our tradition of having the foresight to create
groundbreaking vehicle concepts early on in order to obtain findings for the development
of tomorrows motor vehicles and beyond.
This power of innovation has been one of the key motivating forces within our company
for 125 years and will continue to be so now and in the future. A tangible example of
this is the constant development of Mercedes-Benz research vehicles, which we have
been using for over four decades to bring innovations to life. The fully functional
Mercedes-Benz research vehicles make it possible to experience and directly evaluate
new technologies. With these vehicles, we are continuously further developing a
combination of fascination and responsibility that is specifically geared toward possible
use in future Mercedes-Benz series cars.
The 1991 Mercedes-Benz F 100, for instance, featured not only a novel seating concept
with a correspondingly pioneering bodywork design, but also numerous electronic
functions for enhanced safety and comfort. Almost 20 years later in the spring of 2010,
the Mercedes-Benz F 800 Style made its debut in Geneva under the motto Efficiency
paired with elegance. The five-seat upper-range sedan combines highly efficient drive
technologies and intelligent seat, control and display concepts with unparalleled safety
and convenience features and an emotive design idiom.
The latest research vehicle known as the Mercedes-Benz F 125! is offering insight into
how completely emission-free, individual mobility might be achieved in the future in the
luxury segment. The key innovations include emission-free electric mobility with a range
of 1000 kilometers based on a logical further development of the fuel cell drive system, a
revolutionary hydrogen composite storage unit, and a lighter and more powerful battery
based on next generation lithium-sulfur technology in combination with plug-in
technology. Keeping with anniversary motto125 Years of innovation, Daimler, the
technology leader, is demonstrating the potential of fuel cells a technology that could
turn hydrogen into a key energy source in our economy of the future, similar to that of oil
today.
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This brochure introduces you to all of the companys research vehicles from the 1969
Mercedes-Benz C 111 to the Mercedes-Benz F 125!, which, thanks to its technical and
formal innovations, should pave the way to a society that does not rely on fossil fuels. We
plan for groundbreaking concepts in our research vehicles and for decades have been
setting trends for the future and thus also for individual mobility.
The future of the original:
The desire to get to the bottom of things was already driving Carl Benz back in 1886
when he designed the famous Patent Motor Car. He researched, calculated, tinkered, and
discarded ideas until he had finally built a vehicle that, apart from the wheels, had little
in common with its contemporaries. Everything else was original and different a stroke
of genius. This was the first automobile. Mercedes-Benz has always tested new
automotive concepts on fully operational vehicles, and has stepped up this practice since
1969. The Wankel, or rotary-piston engine, in the C111 was the first to be tested and was
later followed by other drive systems. This car was thus the forerunner of the research
cars. Their history began in 1978 with the Auto 2000, the Mercedes-Benz stepping
stone to in-depth basic research for new automobiles. It was followed by the NAFA in
1981. The more recent line-up began with the F 100 in
1991 The F standing for the German for research car. Since then, research cars
fitting the description holistic have been produced with almost infallible regularity;
they serve not just to test single components, but often to demonstrate an entirely new
vehicle concept in the form of a ready-to-drive automobile that incorporates many
forward looking technologies. Apart from research cars, the company classifies several
other types of vehicle that serve to develop new models.
Test vehicles are close relatives of the research cars. Their purpose is to put new
technologies from the research labs out onto the test track to try them out in practical
operation.
Concept cars at Daimler AG are near-production, ready-to drive vehicle studies. They
position a future vehicle model on the market. One example is the Study A of 1993,
which reveals several characteristics attributed to the subsequent A-Class. Concept cars
are equipped with new technology that is already in production cars or soon to reach
production standard.
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Vehicle studies are feasibility studies that show new ideas in the form of a complete
automobile. These, however, are not usually roadworthy. This category includes NAFA,
a short-distance vehicle that originated a good twenty years ago. It had a short, high body
and, as such, was a forerunner of the Mercedes-Benz A-Class and the smart city coup.
GLOBAL STRTEGIES
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Daimler
Targets
Growth Areas
Daimler strategy based on Targets and Growth Areas.
Targets:
Our overriding corporate goal is to achieve sustainable profitable growth and thus to
increase the value of the Group. We strive to achieve the leading position in all our
businesses.
Operational excellence and efficiency along with inspired and high-performing people are the
key to our future corporate success. At the same time, our entrepreneurial activities are guided by
the principle of sustainability. Our employees orient themselves on the four corporate values of
passion, respect, integrity and discipline. We want to lead the competition also in terms of
integrity.
We have set ourselves clear sales targets. By the end of the decade Mercedes-Benz Cars strives
to occupy the Number One position in the premium segment. On the way to achieving this goal,
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we want to sell more than 1.6 million cars of the Mercedes-Benz brand in 2015. At Daimler
Trucks, we want to strengthen our leading role in the global truck business and aim to sell more
than 500,000 vehicles in the year 2015. Mercedes-Benz Vans plans to sell 400,000 vehicles and
Daimler Buses 42,000 complete buses in 2015. Daimler Financial Services will continue to grow
in line with our automotive business and expand its product offering in the field of vehicle
financing, as well as with mobility services and insurance.
Additionally to our sales targets, we intend to achieve on a sustained basis a return on sales target
of 9% on average for the automotive business.
For the implementation of our claim to leadership, we draw on the strengths of the Daimler
Group: our traditional role as an innovation and technology leader, the worldwide reputation of
our core brand Mercedes-Benz and our global presence as a full-line supplier of premium cars,
first-class trucks, vans and buses and tailor-made financial services.
Growh Areas:
Four strategic growth areas
We aim to achieve our goals through four strategic growth areas, running as central themes
through all divisions.
We will
lead the way with the development of new mobility concepts and services.
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orders. This increasingly allows us to concentrate our attention on strategic and value adding
tasks.
Global Brand Protection:
DaimlerChrysler formed the Executive Automotive Committee (EAC). This
committee debated all cross-cutting topics to safeguard the identity of the corporate brands and
to make use of synergy effects where possible.
This did not change the basic sales structure, but merely the brand strategy: Dr. Dieter Zetsche
Chairman of the Board of Management ofDaimler AG and Head of Mercedes-Benz Cars,
declared that from thenon a clear distinction would be made between the corporate brandDaimler
and the groups various product brands: The strength of ourbrands is one of our greatest assets
of all. Maintaining them anddeveloping them further is therefore one of our central duties.
Environmental Concerns
We Are Responsible for the Common Good:
As a worldwide leading company, the Daimler Group supports institutions, projects and events
concerning education, science, art, culture, sports and social issues at its entities, and views them
as methods of creating social value. Additionally, the Daimler Group plays an active role in
international disaster relief efforts.
Daimler supports its employees tremendous willingness to provide assistance e.g. by matching a
portion of the employees donations. One successful example is the pro Cent initiative which
supports non-profit projects at home and abroad.
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Plug-in HYBRID, in which batteries can be recharged at normal power outlets in order
to increase a vehicles range on electric power. The next generation S-Class will include
a plug-in HYBRID model, which will be the first car in this segment to consume only
three liters of fuel per 100 km.
In 2012, we introduced our latest hybrid models: the E 300 Blue TEC HYBRID (the
worlds most fuel-efficient upper-range automobile with a fuel consumption of 4.1 liters
per 100 km and CO2 emissions of 107 g/km) and the E 400 HYBRID, which was
launched on the U.S. market and will later be offered in other countries such as Japan and
China.
The new Blue DIRECT four-cylinder gasoline engines already comply with the EU6
standard, which will go into effect in 2015. The engines are also the first in the world to
use the stratified lean-burn process in combination with turbo charging and external highpressure exhaust gas recirculation. As a result, the E 250 is the only gasoline powered car
in its segment to achieve Efficiency Class A. The vehicle consumes 5.8 liters of fuel per
100 km and emits only 135 g of CO2/km.
Some of the diesel-powered E-Class cars are Blue TEC models equipped with SCR
(Selective Catalytic Reduction) technology. As a result, they comply with the EU6
emissions standard before it comes into effect.
The Blue EFFICIENCY version of the A 180 CDI also achieves outstanding results:
emissions of only 92 g of CO2/km and a fuel consumption of 3.6 liters per 100 km.
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Key criteria for the assessment include, first and foremost, the vehicle's fuel consumption and thus also its CO2
emissions. Additional factors include its exhaust emission classification and maximum payload. The basis for the
calculation of the fuel consumption figures was provided by the test results recorded by German specialist truck
magazines 'Verkehrs Rundschau' and 'Trucker' on a standardized route.
Contributing significantly to this result, which showed the fuel consumption of the Actros to be almost a full litre
lower than that of the second-placed vehicle, was the "anticipatory" cruise control system 'Predictive Powertrain
Control' (PPC). PPC recognizes the topography of the route ahead and acts to deliver optimum fuel consumption.
The new driver assistance system shows its strengths particularly on hilly routes: as the first GPS-based cruise
control system in the world, Predictive Power train Control not only intervenes in the straightforward control of
speed and braking, but also controls the transmission. In a sustainable extension of the use of the EcoRoll function, a
standard feature of the Actros that plays an active part in reducing fuel consumption, the system can also very
cleverly, when it makes sense to do so, insert single or double downshifts at precisely the right moment.
The Actros was also able to demonstrate the achievement of significant fuel savings right after its world premiere
back in 2011. In a comparison drive over 10.000 km between Rotterdam and Stettin, monitored by the German
professional automotive services organization Dekra, the Actros 1845 LS Blue Tec 6 demonstrated an advantage of
4.5 percent in fuel consumption over the Euro V model of the previous Actros series
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Management orientation:
The form and substance of a companys response to a global market opportunity
depend greatly on managements assumptions or beliefs both conscious and unconscious
about the nature of world. Daimler AGcompany having with Geocentric Orientationviews
assume the entire world as a potential market and strives to develop integrated world market
strategies, this is what we call global or transnational companies.
Daimler AG serving world markets from a single country, or that source globally for the purpose
of focusing on select country markets. Daimler, the global company tends to retain their
association with a particular headquarters in Stuttgart, Germany. They are serving more than
40 countries around the globe.
Driving forces:
Regional Economic Agreementsa number of multilateral agreements have
accelerated the pace of global integration NATFA is already expanding trade among the United
States. In Case of Daimler In 1998, Daimler-Benz and Chrysler Corporation announced the
world's largest cross-border deal ever, valued at US$38billion, and the resulting change in
company name to DaimlerChrysler AG.
Quality global marketing strategy can generate greater revenue and greater
operating margins which, in turn, support design and manufacturing quality. Today people are
more quality conscious and this gives the great opportunity to Daimler AG to provide high
quality automobiles for consumers around the globe.
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Extension &Adapt:
Product Communication Adaption in case of Daimler AG, they are offering
their products in nos of countries, obviously they have different culture and language issues, to
avoid from such problem they act adaptive attitude. They communicate their message in local or
country national language so that people easily understand it.
Daimler AC is a global company so for this purpose they close view no needs and wants of
customer belonging to different countries such as some customers wants low prices, fuel efficient
and high quality. To meet they customer expectation they strong marketing research to satisfy
customer satisfaction.
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References:
o http://en.wikipedia.org/wiki/Daimler_AG
o
http://www.daimler.com/dccom/0-5-7153-1-1593703-1-0-0-0-0-0-12035-0-0-0-0-0-0-0-0.html
o http://www.daimler.com/company
o http://www.daimler.com/company/strategy
o http://www.daimler.com/company/business-units
o http://www.daimler.com/company/daimler-worldwide
o http://www.daimler.com/investor-relations/en
http://www.daimler.com/company/news
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