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Mercedes Benz Company - Case Study Example

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Mercedes Benz Company

The deal created a new entity, DaimlerChrysler, which was the highest revenue earner in Germany. The best of technology, safety and comfort in automobiles came together to create the world's best known car company.
"Responding to changes and challenges in the European marketplace, Mercedes-Benz's German truck business embarked on a project with Accenture to define and implement a sales and marketing strategy. The team designed, developed and implemented customer-oriented products and services. Accenture performed 10 pilots to implement the sales strategy, followed by a rollout at the retail level. The value creation for Mercedes-Benz Trucks includes a reorganized sales organization, as the division also has seen additional revenue from increased vehicle sales and penetration rates in services-not to mention more focused and efficient customer service."
The sale of the Chrysler group to Cerberus Capital Management giving it 80% in the new company in August 2007 and the change of name from DaimlerChrysler to Daimler AG seems to be a tactical decision. The sale reportedly took place for US$6billion. This might have helped it overcome the losses it had suffered in 2006 and restore profitability in 2008.
Keeping all the above in mind, information quality is of ut...
3.Identify the information likely to be needed to take each of the decisions identified in task 2 and explain how issues of information quality may apply to this information.
1. A very professional attitude to business.
2. Knowledge of market competitors and a will to merge with the competition if deemed fit for the growth of the business.
3. Innovation (new models), adoption of latest technology (simulators), application of information obtained from market surveys (Accenture survey in 2003).
4. In-depth market intelligence. Take into account complete global/regional scenario and demand for a particular vehicle before launching it in the market.

Keeping all the above in mind, information quality is of utmost importance as the right information would lead to right decisions about the adoption of technology for launching new vehicles, dealership issues, outsourcing of labour and parts, government incentives/subsidies to look for and the kind of vehicle to be launched in a particular region. Successful trade leads could also mean more business in strategic and new locations. With the rise of e-commerce, it becomes not only necessary, but also easy to have access to quality information about the market competion.

4.Give at least 4 documented examples of competitor intelligence which are likely to be of interest to your company. Do not repeat material used in task 3.

1. Competition from Lexus
According to Dan Lienert in Showroom Showdown dated 09.08.05, (accessed April 23, 2008)

"In the first eight months of 2004, Lexus sold 141% more SCs in the U.S. than Mercedes sold SLKs--6,607 vs. 2,745. Pricing ...Show more


A Mercedes Benz vehicle spells exclusivity, luxury, driving pleasure and comfort. A trusted brand, over the years, Mercedes has gained a reputation for pioneering new trends in safety, comfort and technology. It gives the customer excellent value for money, ultimate driving pleasure and the best vehicle in any segment.
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