Mercedes Benz - Corporate Strategy in Emerging Markets Essay Example
MERCEDES-BENZ CORPORATE STRATEGY IN EMERGING MARKETS
Submitted for: BMA5013 Corporate Strategy, Prof. Sai Yayavaram Submitted by: Pia Rauch Akhil Singhania Ayush Trivedi Jaime Garriga Beloso Lüthje Brandt
Submission date: 04/11/2011
MERCEDES-BENZ – CORPORATE STRATEGY IN EMERGING MARKETS
TABLE OF CONTENTS
1. 2. 3. 4. 5. 6. 7. 8 GLOBAL HISTORY................................................................................................................. 1 MERCEDES-BENZ IN INDIA ................................................................................................. 3 MERCEDES-BENZ IN CHINA ................................................................................................ 6 SIMILARITIES & DIFFERENCES IN EMERGING MARKET STRATEGIES ......................10 OPPORTUNITIES AND CHALLENGES IN INDIA AND CHINA .........................................12 RECOMMENDATIONS ..........................................................................................................14 APPENDIX ..............................................................................................................................17 REFERENCES.........................................................................................................................29
CORPORATE STRATEGY GROUP PROJECT: GROUP 2
ii
MERCEDES-BENZ – CORPORATE STRATEGY IN EMERGING MARKETS
1. GLOBAL HISTORY
In 1886 Carl Benz developed the world’s first automobile, the 3-wheeled “Benz PatentMotorwagen”. At the same time, Gottlieb Daimler, who never met Carl Benz in person, despite the fact that they only lived 100 km apart, produced the world’s first 4-wheeled automobile. From the very beginning, both men were committed to very high quality standards (“the best or nothing”), a prevailing characteristic that is still highly valued. With Deutsche Bank playing an important role, Daimler Motorengesellschaft and Benz & Cie. merged in June 1926 to create Daimler-Benz AG. World War II, in which
Submitted for: BMA5013 Corporate Strategy, Prof. Sai Yayavaram Submitted by: Pia Rauch Akhil Singhania Ayush Trivedi Jaime Garriga Beloso Lüthje Brandt
Submission date: 04/11/2011
MERCEDES-BENZ – CORPORATE STRATEGY IN EMERGING MARKETS
TABLE OF CONTENTS
1. 2. 3. 4. 5. 6. 7. 8 GLOBAL HISTORY................................................................................................................. 1 MERCEDES-BENZ IN INDIA ................................................................................................. 3 MERCEDES-BENZ IN CHINA ................................................................................................ 6 SIMILARITIES & DIFFERENCES IN EMERGING MARKET STRATEGIES ......................10 OPPORTUNITIES AND CHALLENGES IN INDIA AND CHINA .........................................12 RECOMMENDATIONS ..........................................................................................................14 APPENDIX ..............................................................................................................................17 REFERENCES.........................................................................................................................29
CORPORATE STRATEGY GROUP PROJECT: GROUP 2
ii
MERCEDES-BENZ – CORPORATE STRATEGY IN EMERGING MARKETS
1. GLOBAL HISTORY
In 1886 Carl Benz developed the world’s first automobile, the 3-wheeled “Benz PatentMotorwagen”. At the same time, Gottlieb Daimler, who never met Carl Benz in person, despite the fact that they only lived 100 km apart, produced the world’s first 4-wheeled automobile. From the very beginning, both men were committed to very high quality standards (“the best or nothing”), a prevailing characteristic that is still highly valued. With Deutsche Bank playing an important role, Daimler Motorengesellschaft and Benz & Cie. merged in June 1926 to create Daimler-Benz AG. World War II, in which