Chrysler Case Study
Presented by:
Yazeed Albawardi Kapil Dua Maurin Johnson Saida Saidova
Stetson University Marketing Decision Making 516 |Fall 2011 Dr. Becky J. Oliphant MBA 1
Who is Chrysler?
Chrysler 2011 Super Bowl Commercial – “Born Of Fire”
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Chrysler’s Journey
• Entry Level Luxury Car Manufacturer • Major competitors are Ford, GM, and Toyota • Have experienced one bailout, two acquisitions, and a bankruptcy
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Mission & Objectives
Mission – “Design and engineer cars that start out revolutionary and end up timeless”
Objectives – Regain market share by improving vehicle style, performance, and efficiency.
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Strategies
Marketing – redirect focus towards a new market of customers
Internal Efficiency – Chrysler Line-up condensed to four vehicles Brand Identity – Revitalize the brand (acquisitions distorted brand)
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S.W.O.T. Analysis
Opportunity
International Market – U.S. market is only 17% of global car market
Threat
Lincoln (Ford) & Cadillac (GM) are both Luxury Brands from Detroit
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S.W.O.T. Analysis
Strengths Chrysler is a 125 year old brand (distorted but still recognized) “Hemi” is a 51 year old brand (exclusive to Chrysler) Weakness Market Share is 90% U.S. (economy is fragile) No room for growth in their Vehicle Classes
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Key Factors
1. Marketing inconsistent w/ goals of luxury
2. Marketing focus on Detroit not the cars 3. Cleaner factories and cleaner cars
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Key Factors
Chrysler 200 – “Raise Your Standards”
Lincoln MKS Commercial Cadillac CTS Commercial
10
Sold 9,000 less cars (12.5% decrease)
All other brands increased
11
Conclusion
Everyone needs to be on the same page moving towards a common objective.
12
Questions?
Presented by:
Yazeed Albawardi Kapil Dua Maurin Johnson Saida Saidova
Stetson University Marketing Decision Making 516 |Fall 2011 Dr. Becky J. Oliphant MBA
13
Yazeed Albawardi Kapil Dua Maurin Johnson Saida Saidova
Stetson University Marketing Decision Making 516 |Fall 2011 Dr. Becky J. Oliphant MBA 1
Who is Chrysler?
Chrysler 2011 Super Bowl Commercial – “Born Of Fire”
2
3
Chrysler’s Journey
• Entry Level Luxury Car Manufacturer • Major competitors are Ford, GM, and Toyota • Have experienced one bailout, two acquisitions, and a bankruptcy
4
Mission & Objectives
Mission – “Design and engineer cars that start out revolutionary and end up timeless”
Objectives – Regain market share by improving vehicle style, performance, and efficiency.
5
Strategies
Marketing – redirect focus towards a new market of customers
Internal Efficiency – Chrysler Line-up condensed to four vehicles Brand Identity – Revitalize the brand (acquisitions distorted brand)
6
S.W.O.T. Analysis
Opportunity
International Market – U.S. market is only 17% of global car market
Threat
Lincoln (Ford) & Cadillac (GM) are both Luxury Brands from Detroit
7
S.W.O.T. Analysis
Strengths Chrysler is a 125 year old brand (distorted but still recognized) “Hemi” is a 51 year old brand (exclusive to Chrysler) Weakness Market Share is 90% U.S. (economy is fragile) No room for growth in their Vehicle Classes
8
Key Factors
1. Marketing inconsistent w/ goals of luxury
2. Marketing focus on Detroit not the cars 3. Cleaner factories and cleaner cars
9
Key Factors
Chrysler 200 – “Raise Your Standards”
Lincoln MKS Commercial Cadillac CTS Commercial
10
Sold 9,000 less cars (12.5% decrease)
All other brands increased
11
Conclusion
Everyone needs to be on the same page moving towards a common objective.
12
Questions?
Presented by:
Yazeed Albawardi Kapil Dua Maurin Johnson Saida Saidova
Stetson University Marketing Decision Making 516 |Fall 2011 Dr. Becky J. Oliphant MBA
13