0 More NextBlog CreateBlog SignIn

fachryharjanto
Kamis, 22 November 2012 Arsip Blog

value chain and competitive advantage of marcedezbenz 2013 (2)

2012 (2)
November (1)
MARCEDEZBENZ value chain and competitive
Briefbackground advantage of marcedez...

Makersofthemotorcar Oktober (1)

WhenGottliebDaimlerandKarlBenzinventedthehighspeedengineandtheautomobile
independentlyofeachotherinthe1880s,theylaidthefoundationsformotorisedprivate Mengenai Saya
transport.Withthehelpoffinancialbackersandpartners,bothengineerscarriedoutprivate fachry harjanto
developmentworkattheirowncompanies.BenzfoundedBenz&Co.Rheinische Ikuti 2
GasmotorenFabrikinMannheiminOctober1883theDaimlerMotorenGesellschaft Lihat profil lengkapku
(DMG)wasfoundedinCannstattinNovember1890.

Bothcompanieswantedtocomeupwithamemorabletrademarktomaketheirproducts
bothdistinctiveandfamiliar.InitiallytheyoptedfortheirownnamesBenzandDaimler
torepresenttheoriginsandqualityoftheirenginesandvehicles.TheBenz&Cie.
trademarkdidnotchange(thoughthegearwheelusedin1903wasreplacedbyalaurel
wreathencirclingtheBenznamefrom1909).However,theproductsofDMGappeared
underthenewbrandnameMercedesattheturnofthecentury.
The first steps
Together with businessman Max Rose and trade representative Friedrich Wilhelm Esslinger Karl Benz
founded the Benz & Co. Rheinische GasmotorenFabrik (called Benz & Cie. after 1899) as a public
incorporated corporation.

The number of company employees grew rapidly to 25 and licences for building gas engines were
issued. Financially secure, Benz could now focus all his energy on car engine development. To do so
he began with the design of an allencompassing vehicle in which to integrate his fourstroke petrol
engine. His competitor Daimler on the other hand integrated his first engine in a carriage. In 1886,
Karl Benz was granted a patent for his vehicle and presented the first "Benz PatentMotorwagen"
(Benz Patent Motor Car) to the public.

Three versions of the threewheeled vehicle were produced between 1885 and 1887: model no. 1
was presented by Benz to the German Museum in 1906; model no. 2 is assumed to have been
modified and reconstructed several times; and model no. 3, which featured woodenspoke wheels,
was driven by Bertha Benz on the first longdistance automobile trip in 1888.

Growing demand for stationary engines enabled Benz & Co. Rheinische GasmotorenFabrik to move
to a larger production facility. Following the arrival of new partners, Friedrich von Fischer and
Julius Gan, in 1890, the Rheinische GasmotorenFabrik advanced to the status of secondlargest
engine manufacturer in Germany. In 1893, Karl Benz introduced axlepivot steering to the
automotive industry. He also developed the "contra" engine, the forerunner to today's boxer engine,
in 1896.

The first marcedez benz

The magic moments of a legend

In early April 1900, DMG and Jellinek concluded an agreement concerning the sale and distribution
of Daimler cars and engines. When the decision was taken to develop a new engine bearing the
name "DaimlerMercedes", Jellinek's pseudonym also became a product name.

On 22 December 1900, the DaimlerMotorenGesellschaft delivered to Jellinek the first car equipped
with a new engine a 35 hp (25 kW) racing car. The vehicle was far above and beyond the vehicles
previously designed and built by DMG and ended the "coach" era in automotive construction.
Developed by Wilhelm Maybach, Chief Design Engineer at DMG, this first "Mercedes" caused a
sensation at the beginning of the last century. With its low centre of gravity, a compressedsteel
frame, the light and powerful engine and the honeycomb radiator, it introduced many innovations
and is seen today as the first automobile of its generation.

Origins
DMG has used the successful, patentprotected, brand name "Mercedes" since September 1902. But
there was still no characteristic trademark. Gottlieb Daimler's sons, Paul and Adolf, recalled that
their father had previously used a threepointed star as a symbol.

Gottlieb Daimler was the Technical Director of Deutz Gasmotorenfabrik from 1872 to 1881. At the
beginning of his period of employment, he had marked his house on a picture of Cologne and Deutz
with a threepointed star. He predicted to his wife that this star would one day rise gloriously above
his production plant.

The DMG Board of Management seized on this prediction and in June 1909 registered both a three
pointed and fourpointed star as trademarks. Both logos were legally protected but it was the three
pointed star that was ultimately used. A threedimensional star featured on the front radiator of
vehicles from 1910 onwards.

The threepointed star was also intended as a symbol for Daimler's principle of universal
motorisation "on the ground, on water and in the air". Over the years it underwent a number of
design amendments. In 1916 for example a circle was placed around the star, in which four small
stars and the word Mercedes or the name of the DMG plants Untertrkheim and BerlinMarienfelde
were inserted.

In November 1921, DMG applied for protection of utility patents for new variants of its brand logo
and registered a threedimensional threepointed star enclosed in a circle at the patent office
including a design for the radiator grille.

Our vision
To be the Number 1 in Quality, Image and Profitability in the Automotive Sector International. Due
to the nature of the MercedesBenz products, namely, luxury cars, the company is known for
expensive cars, parts and services. In a recent report by the New York Times, Stephanie Clifford
pointed out that the Mercedes campaign focuses on image, not the current global recession and
economic hardship. She mentioned other car dealers such as Ford and Hyundai which took advantage
of the current economic difficulties many potential clients are undergoing and placed an advertising
campaign showing solidarity to them and offered payment plans for financed vehicles and promised
to help them even if they lose their jobs. On the other hand, Mercedes launched a communication
strategy that emphasized, not the value of the cars and the great deals, but the cars technology
and heritage, a somewhat standard approach for the brand

Our mission
To delight our customers in everything we are doing.
To continually improve the effectiveness of our Quality Management System and our business
processes.
To continually improve the quality of our products and services.
To have a teamoriented and open minded corporate culture involving employees through
leadership and individual acceptance of delegated responsibility
To be aware of our environment.
To have a professional relationship with our business partners.

The SWOT Analysis

SWOT Analysis has to do with the identifiable Strengths, Weaknesses, which are internally
focused, and the Opportunities and Threats, which are external issues affecting the brand.
Strengths: The Company has been in the car manufacturing industry for more than 100 years.
It is safe to say that Mercedes is not going anywhere. The robust brand image and name has
an invaluable goodwill. The first thing that comes to mind when a person hears the
MercedesBenz brand is prestige, quality cars and a statement of glamour and status. The
value of the perceived worth of the brand makes it desirable and marketable to members of
the middle and upper classes worldwide. Therefore, it is possible to capitalize of the name
and exploit the muscle the logo and trademark have to enhance the product.
Weaknesses: MercedesBenz is not the only one making and selling luxury cars. The market
share is deeply affected by tough competitors like BMW and Lexus. During the time of the
merger with Chrysler, Mercedes took a hit on market share and quality perception. Still, the
strength of the brand itself helped to capitalize gains back in the years 2006 and 2007.
Opportunities: Other brands weakness is our brands opportunities. Given that Mercedes is
the perceived number one luxury brand the company must remain in that position and not
lose ground.
Threats: The bad economic times that we are living now are threatening MercedesBenz sales
in the middle class market. Back in 2009 the company started to air a TV commercial that
pointed out the looks and the history of the car showing a discounted price. This is a
 reflection that the company is aware of the dangers of losing customers in the US due to the
recession. Yet, this is a problem that all luxury makers face during down times.

1.Primary Activities
a.Part and Service
We really care for your valuable investment. Therefore, every MercedesBenz original
part is subjected to the strictest quality control measures. This ensures the greater
possible reliability and safety, and the vehicle retains its value.

To ensure that your vehicle uses the MercedesBenz Genuine Parts, we have designed a
new Genuine Parts packaging with a hologram. The package far more than mere
covering will be an important instrument to protect that the purchased parts are
distinctive in appearance.
b.Inbound logistic
Raw materials
Calling on nature
From nature for nature: MercedesBenz has for many years focused on the use of natural
materials. The key advantage of natural raw materials lies in its high environmental
compatibility from production right through to disposal.

New materials inside and out

The seat covers of the new CClass Saloon include 15% pure sheep's wool, for example.
The result is better moisture absorption and an improved seat climate. Other natural
materials in the interior include flax, hemp, sisal and coconut fibre. MercedesBenz is
also the first automotive manufacturer to use renewable raw materials both for the
exterior and interior. Fibres obtained from the abaca banana plant, for example,
partially replace the conventional glass fibre structure of the sparewheel well in the
MercedesBenz AClass Coup. A positive side effect: this requires 60% less energy
compared with the manufacturing process for conventional glass fibre structures.

Fuels of the future: naturally clean

Fuel is another exciting area of implementation for natural raw materials. A highgrade
biodiesel with an outstanding CO2 balance can be produced from the oilcontaining
seeds of the jatropha plant, for example. The plant does not require fertiliser or
pesticides and grows on poor soil where food cultivation is not feasible. It also prevents
ground erosion and can be an important additional source of income for many countries.
Another biological fuel is SunDiesel. SunDiesel is produced from plant residues, is
almost completely CO2neutral and boasts considerably improved ignition characteristics
than conventional diesel fuel. SunDiesel also contains no sulphur or aromatic
compounds and significantly reduces pollutant emissions. And the plant residues used for
the production of SunDiesel do not conflict with the production of foodstuffs.

Natural gas is one of the best known alternative fuels. Its principal constituent is
methane (CH4) and it has the lowest carbon content (which is converted to CO2 during
combustion) of all fossil fuels. Emissions of nitrogen oxides (NOx), soot and reactive
hydrocarbons are also lower. One kilogram of natural gas has an energy content
equivalent to that of 1.5 litres of petrol. The designation CNG stands for compressed
natural gas (natural gas stored in pressure tanks).

Gastoliquid (GTL) fuels provide a natural gas option. Natural gas is processed to a
particularly highgrade, lowemission diesel fuel. The GTL fuel does not contain sulphur
or aromatic hyrdocarbons and is one of the cleanest and highest quality fuels for diesel
engines. GTL is not CO2neutral, though compliance with exhaust regulations can be
maintained with the lowemission diesel.
The availability of hydrogen is a crucial part of emissionfree mobility using fuelcell
vehicles. In a chemical reaction with oxygen in a fuel cell, hydrogen is converted
directly into electrical energy, which is used to drive an electric motor. MercedesBenz
presented its first research vehicle with fuelcell drive as early as 1994. Today more
than 100 MercedesBenz passenger cars, buses and vans with fuelcell drive are in
everyday operation and have covered more than four million kilometres.
Operation marcedez benz

Integrating a logistics management system from the reception of the vehicle until
its return or delivery, including tracking and service status while the vehicle is in
the garage. The management of IT and Communications had to optimise the
response time, priority based workflow and general productivity.

The dealership carries out a large number of daily activities: up to 125 annual service
and repair jobs. In addition to its commercial and administrative offices, it also has
specialised garages and a 28,000 square metre car park.
The strategic objectives of the dealership are to optimise productivity and cost savings,
as well as improve the brand reputation by providing excellent customer service. This is
why its IT department looked to Telefnica for a solution to manage all aspects of its
core business (from the reception of the vehicle to invoicing and dispatching),
 enhancing and prioritising customer service tasks. The dealership's objective was to
eradicate long waiting times, monitor real time and operational activity, increase
customer satisfaction, and create a scalable database that could be integrated with
other company systems in order to support a continuous improvement process
c.Outbond Logistic
PT Krakatau Steel Collecting, storing and distributing the product to buyers,
Output of the production process in the factory, a motor vehicle product ready
to be sent to the buyer who has booked product first
d.Marketing marcedez benz
The place to be for an automaker is the auto show. Many auto shows around the world
draw a lot of attention, especially from the car aficionados. Car shows in Paris, London,
Las Vegas, New York and Detroit attract masses and it is the best showcase to expose
the goods. Many people who cant realistically afford a Mercedes still look up to get one
day one of those. Car shows are corner stone in the promotion of the cars and brings
also word of mouth publicity that lasts days after the car show event. The media usually
plays a good role to the advantage of the car maker since they cover the stories that
cars make in the auto shows.
Auto shows only get them thus far. It is important to develop more presence in the
public opinion. It is not unusual to see MercedesBenz ads in prime time in the most
popular cable networks. TV is an important media outlet to expose the cars due to the
ample reach and the ability to enhance product features by means of great visuals and
special effects, beautiful models and relaxed and sophisticated settings.
Main stream magazines are also an important media outlet to promote the Mercedes
product lines. Magazines like Mens Health, Popular Mechanics, Time, and others reach
specialized consumers and allow the company to feature a specifically tailored message
for the audience to be targeted, whether it is a young market like in the case of the C
Class or any other target.
MercedesBenz logo has been recently seen in major sport tournaments. The tennis
grand slam tournament in UK, Wimbledon British Open has featured the Mercedes logo
in the main court net, a high profile spot that is impossible to miss. By connecting the
brand to a prestigious world event Mercedes achieves to enhance the luxurious position
and creates a bold mental model in the tournament viewers. Billboard ads are also
common in many important cities.
e.Product facilities
The graduated testing and commissioning phase at the stateoftheart facility
is already well underway, and the first automated fuel cell stack was produced
on June 7, 2012. Following the optimization of processes, it is expected that
fullseries production will commence shortly. In addition, another important
parallel mandate of the new location will be continued research that is focused
on the development of future generations of fuel cell stacks.
The strategic decision to locate the manufacturing plant in Burnaby was
announced last year to ensure close proximity to the fuel cell stack
development at Automotive Fuel Cell Cooperation (AFCC) and the industrial
fuel cell cluster located in the Greater Vancouver Area. This concentration has
developed due to the numerous related companies and the significant activities
in the field of fuel cell technology at the various institutes and universities,
creating a very positive technological environment and the required
infrastructure necessary for the further development of fuel cell stacks.

2.Support Activities
a.Information technology
NGT
NGT. The flexible drive system based on naturalgas or petrol operation
The use of NGT (natural gas technology) at MercedesBenz underlines the
possibilities presented by alternative fuels. The primary focus is on an innovative
drive system operated with both natural gas and petrol. The driver can switch
between the two drive systems according to requirements. In doing so, power and
torque remain unchanged. The only values to fall are emission figures, engine noise
and consumption costs. In city traffic, for example, CO2 output is reduced by up to
15%. And a kilogramme of natural gas is around half the price of a litre of petrol.
Another practical side effect: the natural gas tank extends the absolute operating
range. NGT is used in the BClass 180 NGT Blue EFFICIENCY.
BlueTec
BlueTEC. The clean diesel
MercedesBenz engineers have developed BlueTEC, a filter system that almost
completely purifies diesel emissions and already complies with the EU 6 exhaust
standard (which does not come into force until 2014). This is possible thanks to a
modular emission control system. In an initial processing stage, an oxidation
catalytic converter and particulate filter reduce levels of carbon monoxide,
hydrocarbons, particulate emissions and soot particles. In a subsequent step, the
aqueous urea solution AdBlue is sprayed into the exhaust gas. The heat splits the
urea into ammonia molecules, which reduce nitrogen oxides in the downstream SCR
catalytic converter by up to 90%. SCR stands for selective catalytic reduction.
 BlueTEC is available for the E 350 BlueTEC, ML 350 BlueTEC, GL 350 BlueTEC and R
350 BlueTEC.
BlueEFFECIENCY Measure
The BlueEFFICIENCY measures are put together on an individual model basis. This
involves testing and analysing all vehicle components for increased efficiency. The
package of BlueEFFICIENCY measures covers factors including improved
aerodynamics, the use of lightweight materials, intelligent energy management,
and optimisation of the steering system for more energyefficient power steering.
The objective is to reduce fuel consumption. The CClass equipped with
BlueEFFICIENCY package consumes up to 23% less fuel. Today 66 BlueEFFICIENCY
models are available for the AClass, BClass, CClass, CLCClass, EClass, MClass,
GLClass, RClass, GLKClass, SClass and CLClass
Hybrid Intelligent Combination of petrol engine and electric motor
Hybrid technology is implemented in the S 400 Hybrid drive system. An electric
motor supports the combustion engine according to driving situation, and helps to
reduce fuel consumption. The electric motor generates parts of its energy through
regenerative braking and stores this in a lithiumion battery. This intelligent
combination of petrol and electric drive helps to reduce fuel consumption in city
traffic by up to 25%. The S 400 Hybrid complies with the EU5 emissions standard.
BlueTec Hybird. Clean diesel with electric drive
BlueTEC Hybrid combines the benefits of the hybrid drive with those of BlueTEC
technology. With the hybrid concept, braking energy is converted to electrical
energy and supplied to the electric motor when required. A highcapacity lithium
ion battery is used for this power storage/delivery.
The BlueTEC filter system reduces nitrogen oxide output by up to 90% in diesel
engines. This is achieved using an oxidation catalytic converter and particulate
filter, which reduce the level of carbon monoxide, hydrocarbons and particulate
emissions. BlueTEC Hybrid combines both of these systems. It benefits from two
powerful technologies and makes a key contribution to the environment.
FCell
The BClass FCELL is the key to driving without fossil fuels such as diesel or petrol.
Drive energy is generated in a fuel cell following a chemical reaction between
oxygen and hydrogen. The only byproducts from this process are water vapour and
heat (no pollutants).

b.Human resource management

The company has shown itself to be one of the top manufacturers in the world for
quality, highend cars. The MercedesBenz is a major part of Dimlerchysler. No other
company has been able to touch all the bases as Mercedes has in luxury cars, buses,
vans, trucks, and SUV's .This is an exciting and interesting essay to write for a number
of reasons. For one it's an honour to make a research on one of the most automobile
profitable societies of the world, for second because the kindness of MercedesBenz and
the precision of the MercedesBenz web site, are perfect sources for all kind of
information. MercedesBenz was originated in the 1880s by two men: Gottlieb Daimler
and Karl Benz. They invented the internal combustion engine powered vehicle. What is
funny about MercedesBenz is that the two originators never even knew each other,
though their work was almost directly related.
The Human Resources Management (HRM) function includes a variety of activities, and
key among them is deciding what staffing needs you have and whether to use
independent contractors or hire employees to fill these needs, recruiting and training
the best employees, ensuring they are high performers, dealing with performance
issues, and ensuring your personnel and management practices conform to various
regulations. The HR department is one of the most important parts of Mercedes,
because brand of Mercedes it is model of high class of technological progress, quality
and safety.
c.Market segmentasion
MercedesBenz is a global company with a global market. They have very luxurious cars
targeted to the upper class, like in the case of the Maybach car which is a statement of
super wealth, and the Cclass which is the least expensive line targeted to lower income
families. In the case of the CClass, it is worth noting out that BMW has a two door
coupe targeting to young professionals. Mercedes just launched a twodoor CClass
coupe to gain market share with young blood. For some time now, the absence of a
small, sporty twodoor coupe has caused not so old and wealthy buyers to turn to other
brands like Audi or Infiniti. The new CClass is now being marketed heavily in Canada
with great success.
For the more classy and wealthy market, the EClass keys the right tones. It is a sporty
but glamorous sedan with many customization options to personalize it to the customer
taste. The price of the E class is 40% higher than the least expensive CClass vehicle. In
the streets of the city that I live in, I see many doctors, lawyers, and real estate agents
driving EClass cars. They are certainly a statement of success and they are the target
market.
d.Four strategic growth areas
 Strengthening the core business. A strong core business is the key foundation for
profitability and growth. In order to strengthen our core business, we are renewing and
expanding our model range, effectively developing our brands, and taking measures to
increase efficiency and competitiveness in all our businesses.
Growing in new markets. Growth in global automotive demand will mainly take place in
the markets outside Europe, North America and Japan in the coming years. Although we
continue to strengthen our position in these traditional markets, we also aim to expand
in other regions, especially in Brazil, Russia, India and China, the socalled BRIC
countries. We will achieve this through further enhancing our local presence and, where
useful, cooperation with local partners.
Leading with green technologies. As a pioneer of automotive engineering, our goal is
to make the future of mobility safe and sustainable. Varying mobility requirements call
for different drive solutions. Our portfolio of solutions ranges from the optimization of
internalcombustion engines to hybrid drive and to locally emissionfree driving.
Shape mobility concepts and services. More than half of the worlds population already
lives in cities, and this proportion is rising. And customers are increasingly demanding
individual, needsoriented and convenient mobility solutions that are easy to use and
accessible online at any time. As a manufacturer, we are responding to this demand in
both the private and the public sector with mobility concepts such as car2go, CharterWay
and Bus Rapid Transit (BRT).

3.competitive environment
Competitive Analysis

BWM, Lexus, Acura are all direct MercedesBenz competitors. They are all
considered the safest cars in the world. The comparative tests in safety and performance
give very similar results. However, the acclaimed World Car of the Year Award has not been
granted to MercedesBenz since the year 2007 for the Eclass8. Many other car
manufacturers have managed to be included in that list. Many would suggest that such list
respond mostly to commercial and political motives. Yet, it is a standard that many follow
and relate to the quality of the car to be purchased. It is a recurring theme in TV car
commercials when they receive an award they show it in the hope that the recognition can
translate to more sales. Mercedes may need to take the engineering awards into
consideration when marketing to products.
Promotion and Publicity
The place to be for an automaker is the auto show. Many auto shows around the world draw a lot of
attention, especially from the car aficionados. Car shows in Paris, London, Las Vegas, New York and
Detroit attract masses and it is the best showcase to expose the goods. Many people who cant
realistically afford a Mercedes still look up to get one day one of those. Car shows are corner stone
in the promotion of the cars and brings also word of mouth publicity that lasts days after the car
show event. The media usually plays a good role to the advantage of the car maker since they cover
the stories that cars make in the auto shows.
Auto shows only get them thus far. It is important to develop more presence in the public opinion. It
is not unusual to see MercedesBenz ads in prime time in the most popular cable networks. TV is an
important media outlet to expose the cars due to the ample reach and the ability to enhance
product features by means of great visuals and special effects, beautiful models and relaxed and
sophisticated settings.
Main stream magazines are also an important media outlet to promote the Mercedes product lines.
Magazines like Mens Health, Popular Mechanics, Time, and others reach specialized consumers and
allow the company to feature a specifically tailored message for the audience to be targeted,
whether it is a young market like in the case of the CClass or any other target.
MercedesBenz logo has been recently seen in major sport tournaments. The tennis grand slam
tournament in UK, Wimbledon British Open has featured the Mercedes logo in the main court net, a
high profile spot that is impossible to miss. By connecting the brand to a prestigious world event
Mercedes achieves to enhance the luxurious position and creates a bold mental model in the
tournament viewers. Billboard ads are also common in many important cities.
Conclusion.

The MercedesBenz website is the boldest statement of prestige and luxury that anyone can make
for a car. It is the best resource for information about their products and also sells the idea of a
glamorous sport car. MercedesBenz also features why their cars are well engineered. In the first
page of the website, they placed the picture of the VicePresident of Google, Vic Gundotra, a
MercedesBenz owner, and promote his story that unequivocally tells why Mercedes is the safest car
in the world. The Mercedes website for the USA explains:
Vic had no idea the traffic ahead was stopped. Thankfully, his car did. As Vice President of
Engineering at Google, Vic Gundotra knows all too well that technology is capable of remarkable
things. But even he was amazed when the advanced safety systems in his MercedesBenz helped
prevent a potentially disastrous collision11.
Then they ask the user to watch a video that tells the full story. If after watching the video a person
is not amazed at the fact that Mercedes works hard on placing safety first, is because she is part of
the engineering team at Daimler. In conclusion, MercedesBenz has a great product, which is top
notch engineering. They make sure every car is reliable, luxurious, durable and more and more
affordable.
The advertising efforts are enormous because they are a global company that needs to adapt to local
markets and reach millions. As in the case of the Canadian market, some unexpected issues may
raise with a product name or concept. What is appealing in Europe may not necessary be the case in
Africa or elsewhere. The company has a long consistent history of quality and durability that allows
them to grow in a highly competitive market. In a world that focuses a lot on cool visuals and
special effects, Mercedes has done a good job in presenting the brand on TV and the internet with
powerful visuals and mindblowing videos that portrait the sleekness and sophistication of the
Mercedes brand appealing to young and mature audiences alike. There is no question that Mercedes
will continue to market all of its products successfully.
Diposkan oleh fachry harjanto di 07.05
Rekomendasikan ini di Google

Tidak ada komentar:

Poskan Komentar

MasukkankomentarAnda...

Berikomentarsebagai: Selectprofile...

Publikasikan
Pratinjau

Posting Lebih Baru Beranda Posting Lama

Langganan: Poskan Komentar (Atom)

Template Perjalanan. Diberdayakan oleh Blogger.