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Mercedes-Benz USA: History, Mission & Strategy

Mercedes-Benz USA is a subsidiary of Daimler AG that markets luxury vehicles under the Mercedes-Benz, smart, Maybach and Sprinter brands. Its main competitors are BMW of North America, Audi, and Lexus. Mercedes-Benz strives to meet its mission of creating high-quality innovative vehicles through strategic use of teams, diversity in hiring, and promoting work-life balance to boost employee morale.

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Nick Carter
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249 views11 pages

Mercedes-Benz USA: History, Mission & Strategy

Mercedes-Benz USA is a subsidiary of Daimler AG that markets luxury vehicles under the Mercedes-Benz, smart, Maybach and Sprinter brands. Its main competitors are BMW of North America, Audi, and Lexus. Mercedes-Benz strives to meet its mission of creating high-quality innovative vehicles through strategic use of teams, diversity in hiring, and promoting work-life balance to boost employee morale.

Uploaded by

Nick Carter
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Mercedes-Benz USA

“The Best or Nothing”

Presented by Nick Carter, Ravonne “Rae” Munnerlyn & Josh Yoakum


Company History and Mission

• Subsidiary of Daimler AG

• Brands include Mercedes-Benz, smart, Maybach and Sprinter

• Mission: “What Drives Us”


The audacity to reject compromise
The instinct to protect what matters
The commitment to honor a legacy
The vision to consider every detail
The foresight to take responsibility
The ingenuity to outperform expectations
Top 3 Competitors

• BMW of North America


Since 1975
Brands: MINI, Rolls-Royce, BMW Cars & Motorcycles

• Audi
Previously owned by Mercedes-Benz
Currently owned by Volkswagen

• Lexus
Since 1989
Number one selling luxury brand for over 10 years
Competitor Strengths and
Weaknesses
• BMW
No part sharing, newer to SUV market
Sales volume, sportier brand perception

• Audi
New to SUV market, lower reliability
Cross brand part sharing, strategic brand alliance

• Lexus
New to market
Reliability, extensive part sharing
Key Financial Information

For Fiscal Year 2011

• Revenue (in Millions): $13.979

• Gross Profit (in Millions): $3.348

• Net Income (in Millions): $743.603


Target Markets

• E-Class targeted at wealthy buyers

• C-Class 2 door coupe introduced for young professional market

• Brand as a whole is marketed towards individuals wanting to make


a statement of success
Strategic Use of HR to Meet
Organizational Objectives

• Promotes diversity to match culture

• Implements multiple internal and external events to keep company


culture fresh

• Strives to retain people from all backgrounds, experiences and


cultures
Key HR Practices and Policies

• Incorporation of employee culture feedback

• Promotion of continuous communication of business goals

• Introduction of flexible work hours, telecommuting


opportunities and benefits for domestic partners

• Development and communication of a new compensation


policy
Strategic Use of Teams/Groups to
Meet the Organization’s Mission

• Reinforces overall mission to create high-quality groundbreaking products

• Utilizes dedicated group for soliciting and implementing customer


feedback

• Encourages interdepartmental competitions

• Formulates teams to foster a positive work environment and empower


employees
Summary

• Employees feel they are truly part of the business

• The company promotes healthy living and a healthy environment by


promoting work life balance

• A fun environment for learning and growth boosts employee morale and
commitment to the company
Questions?

The End.

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