Mercedes-Benz Case Study

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Diploma in Accounting (DACCF) – Full Time|
Operations Management & Value Chain (OMVC) – Jan 2013| Mercedes-Benz|

Contents:

* Introduction – page 2
* Product Design and Development Process – page 2
* Manufacturing Process and Process Strategy – page 4
* Five Critical Dimensions of Product Quality – page 6
* References – page 9

Introduction

Mercedes-Benz is a multinational division of the manufacturer Daimler AG from German and the brand is used for luxury automobiles, buses, coaches, and trucks. Mercedes-Benz’s headquarter is in Stuttgart, Baden-Württemberg, Germany. The brand first appeared in 1926 under Daimler-Benz which originally from Daimler's 1901 Mercedes and from Karl Benz's 1886 Benz Patent Motorwagen, widely remarked as the first automobile.

The following report is to engage the readers how a Mercedes-Benz automobile is being produced and the process strategy that the company had developed in order to become top selling car in the world. It also reveals the critical dimensions of the product quality for the Mercedes-Benz automobile products.

Product Design and Development Process

The process of making a Mercedes-Benz vehicle usually takes around three years from the initial drawing to final approval of the model. During these three years, the new Mercedes-Benz passes through development stages in which the designer team works together to produce the final vehicle. The team converts the initial drawings (modular design) into the next generation of Mercedes-Benz vehicle. The following process is the steps to produce a finished automobile:

1. Drawing/Rendering: the designer team initially draws a hand-sketched on a piece of paper, or on a screen. 2. Digital/Package: a virtual image of the automobile is created on a computer (CAD system). Source: www.carbodydesign.com

Source: www.carbodydesign.com
3. 1:4 clay models: the next step is to create a clay model of every variant of a new automobile. The designers will then decide whether their drafts create the desired effect in three dimensions, too. At the same time virtual models are created on the computer. 4. Model selection: With the help of scanning and milling machines the first full-size model are made. The final form of the new automobile is chosen in order to be formally examined in a 1:1 scale. Source: www.carbodydesign.com

Source: www.carbodydesign.com
5. 1:1 model: all the individual details of the new model are handmade. In this step, a real-looking model is created and it reveals all the characteristic features of the new automobile. 6. Interior sketches: in this step, the designers sketch for the design of the interior. This is where the driver seat designs are created. Source: www.carbodydesign.com

Source: www.carbodydesign.com
7. Interior clay model: all the details are created until a desired top-quality feeling is created. Three alternative choices of interiors are built for a decision to be made. 8. Colour & trim / operating and display concept (control and display system): the material and colour for the automobile interior are chosen from hundreds of fabric and leather samples as well as a virtually endless colour spectrum. All the control and display elements are designed and developed too. 9. Interior data control model: all the materials and colours are tested and checked for effect on producing 1:1 interior models under “real-life conditions”. Every material and every colour is allocated a code and specified. 10. Final model: the exterior and the interior with all their details are combined together to create a model and the future Mercedes-Benz model becomes tangible. 11. Model approval: finally, the design process has to obtain approval by the Board of Management. If this is successful, the production of the new Mercedes-Benz is released.

Manufacturing Process and Process Strategy

Mercedes-Benz automobiles are mainly manufactured in Sindelfingen, Germany assembly plant....
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