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SWOT ANALYSIS ON Chrysler Group
SWOT ANALYSIS ON Chrysler Group - November 29th, 2010
SWOT ANALYSIS ON Chrysler Group : Chrysler Group LLC is a U.S.-based automobile manufacturer headquartered in the Detroit suburb of Auburn Hills, Michigan. Chrysler was first organized as the Chrysler Corporation in 1925. Up until 1998, Chrysler Corporation traded under the "C" symbol on the New York Stock Exchange.
In 1998, Chrysler and its subsidiaries were purchased by German-based Daimler-Benz AG, creating the combined entity DaimlerChrysler AG. Under DaimlerChrysler, the company was named DaimlerChrysler Motors Company LLC, with its U.S. operations generally referred to as the "Chrysler Group". On May 14, 2007, DaimlerChrysler announced the sale of 80.1% of Chrysler Group to American private equity firm Cerberus Capital Management, L.P., therefore being known as Chrysler LLC, although Daimler (renamed as Daimler AG) continued to hold a 19.9% stake. The deal was finalized on August 3, 2007. On April 27, 2009, Daimler AG signed a binding agreement to give up its 19.9% remaining stake in Chrysler LLC to Cerberus Capital Management and pay as much as $600 million into the automaker's pension fund.
On April 30, 2009, Chrysler LLC filed for Chapter 11 reorganization and announced a plan for a partnership with Italian automaker Fiat. On June 1, Chrysler LLC stated they were selling some assets and operations to the newly formed company Chrysler Group LLC. Fiat will hold a 20% stake in the new company, with an option to increase this to 35%, and eventually to 51% if it meets financial and developmental goals for the company.
Merger combined two strong companies.
Savings resulting from economies of scale.
Company does more than just autos.
Daimler has outstanding reputation.
Chrysler was a very cost-effective company.
A leader in innovation.
Record revenues and increasing market share.
Lack of capital constraints.
Strong existing product brands.
$47 billion allocated for research and development.
A wide array of corporate holdings.
Leader in Fortune Global 500.
Merger combined two different company cultures (European and American).
Harder to inspire vision and direction for this large global company.
Employees have been leaving at a high rate.
DaimlerChrysler brand is unknown and difficult to define.
Image campaign could distract from strong product brands.
DaimlerChrysler products do not bear the company name.
Company’s broad holdings are still seen as separate entities, not as parts of DaimlerChrysler.
Merged company should be able to expand markets, particularly into Asia.
Safety failures at Ford should open door for DaimlerChrysler.
Innovation will lead to new products on the market.
A hybrid car, which is very environmentally friendly, will be launched soon.
Creating a DaimlerChrysler corporate brand identity.
Over 68 percent of the company's profits come from automotive brands.
Can reach opinion leaders and existing customers with similar communication plans.
Innovative car ideas.
Has been an extended period of time without corporate communications.
Globally, the general population knows little about this corporate merger.
DaimlerChrysler does not yet have a corporate brand identity.
Over 68 percent of the company's profits come from automotive brands; this is a threat if the market takes a downturn.
Behind in the research and marketing of hybrid autos.
Size of company will demand a varied marketing program; a cookie-cutter approach will not work.
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Last edited by bhautik.kawa; July 19th, 2016 at 07:25 PM..
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