A Review Into The Motor Company Daimler Ag Marketing Essay

DaimlerChrysler, presently known as Daimler AG, is one of the world's most successful auto manufacturers. Its divisions include Vehicles, Vans, Buses, Trucks, and financial services. To be able to understand the type of competition and the industry framework in which Daimler AG manages, let's examine the auto production industry using Porter's five causes model

In the vehicle manufacturing industry, the risk of admittance is greatly low. The industry is very adult and includes large set up companies, thus obstacles to entry are high. Because of mass development and globalization, the industry has effectively come to economies of range. Since automobiles are mass produced (cost advantages) and therefore rather affordable to customers, a new entrant needs a high amount of startup capital to mass produce its vehicles. It requires a lot of capital to determine a specialized manufacturing unit and also to produce innovative vehicles through substantial research and development (especially in today's ground breaking market of emission free motors).

Brand equity, syndication, and government guidelines are also high barriers for new entrants. Investing in a vehicle is a significant financial investment for the buyer, thus brand collateral is an important factor. A fresh entrant may have no set up brand collateral and would therefore lose sales to brand loyal customers. Distributing a fresh entrant's vehicle throughout the market is difficult due to limited space in distribution stations (such as dealerships). Since dealership space is costly, most commonly it is more profitable to advertise a favorite brand rather than new entrant. Authorities procedures such as basic safety and emission expectations may possibly also make it significantly difficult for a new (less experienced) company to type in the industry.

Although the barriers to new companies are considerable, established companies are going into new marketplaces through proper partnerships or through buying out or merging with others.

Intensity of rivalry among established companies within an industry

Competition among set up companies within the car industry is fierce. Most major automobile manufacturers have efficiently globalized their operations, thus intensifying the pressure to gain market share. As a result of globalization, the variety of a competitor's culture and business design has increased and additional intensified rivalry. The high resolved costs of processing automobiles and the low turning cost for consumers helps to keep competitors closely well balanced and rivalry quite strong. The industry lacks relatively of something differentiation, as every company makes similar products (vehicles, vans, trucks, busses and SUV's). Since the automobile is actually a commodity product over the industry, rivalry is further heightened. Companies can only establish a competitive gain through various aspects such as price, quality and development. Market growth in established market segments is fairly sluggish (hence a solid rivalry for market share), whereas progress in developing countries (such as China and India) is significantly higher. Companies can gain profitability by taking benefit of the subordinate competition in quickly developing countries.

Bargaining electricity of buyers

The bargaining ability of customers (consumers) is relatively high. Customers can actually bargain with a sales person for less price on a whole new vehicle. The buyer has greater electric power over the manufacturer because of the standardized nature of the automobile industry. Vehicle types just a bit vary among companies, this provides you with the consumer a low switching cost when choosing a certain type of vehicle from a competitive vehicle market. Much like other industries, auto manufacturers heavily depend on their consumers as they are their main source of revenue. Due to the low turning cost, in case a company cannot keep its customers satisfied, they easily risk losing those to a competitor. However, car manufacturers still remain authoritative over their clients due to the relatively few auto manufacturers compared to the large consumer platform.

Bargaining power of suppliers

The bargaining ability of suppliers (materials, services, and car unions) is noticeably low. Car manufacturers are large purchasers who have the power to easily negotiate discounts in their favour. Manufacturing a car requires a large number of different parts. For mass production purposes, these parts are standardized and can only be put together on cars. Since so many specific parts are had a need to produce a car, it requires numerous suppliers to produce and deliver these parts to the assembly/manufacturing facility. Due to the lot of suppliers, automobile manufacturers have low switching costs since they can easily turn to a cheaper company. Since the car industry consists of a few large set up companies, suppliers heavily rely on manufacturers as demand in the industry is usually stretchy.

Closeness of substitutes with an industry's products

The risk of substitutes is rather mild. There are a number of different types of transportation (walking, biking, driving the bus/subway), but nothing are comparable to owning and driving a car. Based on a consumer's geographic location, travel substitutes may be less expensive however, not as reliable and convenient as an automobile. If moving into a city with a higher population density, owning a car might be unneeded due to a more affordable and effective public transit system. If residing in a suburban area that is generally spread out, running a car might be essential to bypass. When substituting a car with a new form of vehicles, a few of the switching costs might include efficiency, power, freedom, and value. Although some other types of travel are accessible, little or nothing can really substitute the worthiness of a car.

Are any changes taking place in the macroenvironment that might have an impact, positive or negative, on the industry in which your company is situated? If so, what are these changes, and how might they have an effect on the industry?

The car industry is a vibrant being that is constantly developing and re-inventing itself. Before century, technological advancements and political makes have been transforming the industry and traveling it to higher standards and improvements. Since the technology of the auto, the industry has transformed tremendously and will always continue steadily to change. An business success will depend on its capacity to adjust to external pushes. Since macroenvironmental causes are uncontrollable, they could create opportunities or dangers to a company, or even a whole industry. The macroenvironmental forces of the automobile industry have been experiencing sweeping changes which have directly impacted vehicle manufacturers

Global forces

A global matter for the future of our planet has triggered businesses to fortify their focus on eco-friendly developments. Due to the phenomenon of global warming, consumers now place a great value on a company's work to be "greener". Lessening the impact on the environment has also sparked the demand for choice fuels with less/no emission. The increasing cost of essential oil and the rising demand for emission-free transportation has generated an completely new division of vehicles - zero emission vehicles.

An upsurge in inflation rates, gas prices and recycleables costs has made business in the automobile industry more expensive for the maker as well as the buyer. To remain profitable in a troubled industry/overall economy, some vehicle manufacturers have been operating their facilities below capacity. Many large vehicle manufacturers have increased their earnings by broadening exports into developing countries (such as India).

Technological forces

The technical environment is the most important factor influencing the industry; it designs and constructs the continuing future of the automobile. Car manufacturers have recently placed a greater focus on research and development hoping of increasing a competitive benefits over competition; lower emission outputs and higher gas mileage. Your competition for gas efficiency has increased the pace of your changing industry. As engine motor technology advances, the merchandise life circuit of aged (less effective) models becomes shorter. Power technology has become more reliable and less costly, thus complimenting the increasing demand for hybrid autos. IT (information technology) has become more important, as it gives value to a car by so that it is more sensible (ex lover: basic safety systems) and consequently giving the business a competitive edge. It has additionally started to completely robotize set up lines, making the outsourcing of labor less attractive.

Demographic forces

As the infant boomer era is retiring, the vehicle manufacturers are starting to concentrate more on younger generation (era x). Young consumers in America show more interest in passenger size vehicles somewhat than larger vehicles. Multiple factors can be in charge of this change, but the most logical is the development toward a more gasoline efficient and environmentally friendly vehicle fleet. A relevant example will be the Daimler Smart car (a highly popular Western car), which became a huge success when imported to America. Another highly attractive demographic change is the speedily rising Indian population. The vehicle industry in India is still maturing, thus low competition. Entering the secure and growing Indian economy will be a great prospect of profit.

Social forces

As mentioned under global causes, the major cultural movement affecting the auto industry is the tendency toward sustainability. Environmental concerns have pressed the industry from oil consumption and closer to renewable resources. Developing alternate gas vehicles takes considerable and expensive research/development costs, however the road to zero emissions is inescapable; the car industry must adapt to today's values. Despite the expensive development costs, the profit margins on new vehicles will remain high and the innovations will become the new standards.

Political and legal forces

Strict laws and regulations have always enclosed the automobile industry. Most significant regulations have been handed years back and concentrate on a vehicles safe practices and polluting of the environment via CO2 emissions (clean air take action). Today, politics forces are mainly worried about emissions and help with the fast development of lower emission vehicles. Environmental restrictions that contain a tighter control on emission outputs are being passed today (ex: California). In addition, safety expectations are also being highly governed. Political pushes encourage advancements in safety technology given that they cause safety requirements to go up, thus benefitting both the manufacturer and the buyer.

Identify whether your enterprise has a competitive advantage or disadvantage in its principal industry. (The principal industry is the main one where it has the most sales. )

In its primary industry, automobiles and commercial vehicles, Daimler AG has an extended standing and respected competitive benefit in "outstanding safe practices, powerful engines, innovative solutions and quality design" (Daimler. com). Daimler AG is a global innovator in the auto industry and the most impressive auto manufacturer on earth. Daimler AG takes great take great pride in in being the inventor of the auto. Over the years, the business has molded and developed most automobile specifications, and the company will continue steadily to shape and structure the automobiles future. Daimler AG thrives on variety and focuses its base on four pillars: "global occurrence, strong brands, extensive product range, and technology control" (Daimler. com). The company's vehicle types can be purchased across all world markets and range between overall economy vehicles to highly praised luxury vehicles. Its car brands are popular and period across all prices and model types. Through its strong brands, reliable processes and impressive technology, Daimler AG has produced a competitive edge among global market segments. Since the beginning of the industry, Daimler AG has been a major player who, over many years of experience, has mastered and perfected the craft of manufacturing automobiles. In the following section, I am going to further evaluate Daimler AG's competitive benefit.

Evaluate your small business contrary to the four generic building blocks of competitive edge: efficiency, quality, invention, and responsiveness to customers.


Daimler AG is a publicly traded company with a global existence. Its products are practically bought from very country and making facilities are present on every continent. By using specialized making facilities and outsourced set up plant life, Daimler AG optimizes its efficiency. Its divisions are present in 200 countries, each best suited with its own country specific headquarters and customer services department. Through the use of globalization, Daimler AG has effectively gained an internationally existence. Furthermore, through "safety, quality, creativity and design" (Daimler. com), Daimler AG has gained international success.

Talk about vehicle efficiency?


Daimler AG automobiles are known for their outstanding craftsmanship and superior quality. No other company in the industry has such an intensive experience in the introduction of automobiles. Daimler AG is known as one of the most internationally well known companies, designed for its product quality. Its depth orientated and homemade product design is unrivaled one of the industry. Daimler AG automobiles are not only vehicles; they are valuable objects that are produced through extensive research and development. Its vehicles boast a personal design with a higher focus on protection and comfort. Its engines are top of the line and each vehicle is equipped with patented technological developments. Using its luxury divisions, Mercedes-Benz and Maybach, Daimler AG is the number one manufacturer of high quality automobiles. Daimler AG's indisputable quality is present in every line of vehicles, even whatsoever expensive model.


Daimler AG is the industry leader in research and development of technical progress. Being the most ground breaking automobile company, Daimler AG has more listed patents than another company in the industry. Most technical and safety improvements that have turn into a standard one of the industry (like the airbag) were developed by Daimler AG for the collective improvement and safety of the whole industry. "Whether it is the crumple zone, airbags, Washboard abs, ESP, the sandwich framework or the ABC active suspension system - Daimler Chrysler has throughout the age ranges been an industry leader with a solid commitment to technical progress"(Daimler. com). Daimler AG's top grade engineering department continually focuses on how to help make the automobile safer, convenient and ever more environmentally cost-effective.

Daimler AG is also the primary innovator in vehicle design. Presently, Daimler AG is really the only auto manufacturer focusing on hydrogen gas cell technology. Although cross technology might be considered a change to other gasoline sources, hydrogen is known as to be the near future driving drive of the industry. Daimler AG has carried out the most research and development in the new technology. Once choice fuel sources are utilized, it is wanting to revolutionize the industry.

Responsiveness to customers

Daimler AG's priority is client satisfaction. Customer service centers are propagate around every country where Daimler AG cars can be purchased. Every vehicle comes with an extensive warrantee and approved dealerships and repair shops can be found within every major city. Unlike other vehicle manufacturers, Daimler AG has entire division focused on financial services - Daimler Financial Services. This section provides customers with a full selection of financial services, such as: Loans (to help financing an individual car or an entire showroom in a dealership), vehicle leases, auto insurance, and standard bank accounts. These financial services add convenience for the client insurance firms everything provided by the same company.

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