Mercedes-Benz is a multinational division of the German manufacturer Daimler AG Mercedes- benz is headquartered in Stuttgart, Banden-Wurttemberg, Germany. Mercedes-Benz traces its origins to Karl Benz’s creation of the first petrol-powered car, the Benz Patent Motorwagen, patented in January 1886. The Mercedes automobile was first marketed in 1901. The first Mercedes-Benz brand name vehicles were produced in 1926, following the merger of Karl Benz’s and Gottlieb Daimler’s companies into the Daimler-Benz company. Throughout the 1930s, Mercedes-Benz produced the 770 model.

Mercedes-Benz has introduced many technological and safety innovations that later became common in other vehicles. Mercedes-Benz is one of the best known and established automotive brands in the world, and is also the world’s oldest automotive brand still in existence today. Mercedes-AMG became a majority owned division of Mercedes-Benz in 1998. The company was integrated into DaimlerChrysler in 1999, and became Mercedes-Benz AMG beginning on 1st January 1999. https://en. wikipedia. org/wiki/Mercedes-Benz Products ;amp; Services : Mercedes-Benz produces luxury Automobiles, Buses, Coaches, Limousines, Vans and Trucks.

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Mercedes-Benz carries a full range of passenger, light commercial and heavy commercial equipment. Vehicles are manufactured in multiple countries worldwide. It also produces internal combustion engines. * Cars produced by Mercedes-Benz having many models. It also produces many sports and Racing Formula F1 Cars. The Smart marque of city cars and Maybach luxury cars are also produced by Daimler AG. * Mercedes-Benz Trucks is now part of the Daimler Trucks division, and includes companies that were part of the DaimlerChrysler merger. Gottlieb Daimler sold the world’s first truck in 1886. Mercedes-Benz produces a wide range of buses and coaches, mainly for Europe and Asia. The first model was produced by Karl Benz in 1895. * The Mercedes-Benz 600 or 600S Pullman Guard limousines offer a “bulletproof” option and have been used by diplomats worldwide. * Mercedes-Benz produces a range of vans including the Mercedes-Benz Vito, Mercedes-Benz Sprinter and Mercedes-Benz Vario. In 2012 it announced the Mercedes-Benz Citan, a version of the Renault Kangoo. https://en. wikipedia. org/wiki/Mercedes-Benz Legal Entity : Mercedes-Benz is a multinational division of Daimler AG, which is parent company of Mercedes-Benz.

It is registered as Mercedes-Benz group of companies LTD and listed in German market. The name first appeared in 1926 under Daimler-Benz. Organizational Structure : The organizational structure of Mercedes-Benz is as below : Processes: Mercedes-Benz is manufacturing Cars, Buses, Trucks, Vans & Couches and Limousines. Company is having a brand image and it covers the niche market international. So for the company it is mandatory to manufacture all the vehicles by looking after all the minut things in all the aspects in the manufacturing process.

Company purchases some parts from the parent company Daimler AG and the other it imports from different companies situated at different countries over the world. The company manufactures the vehicles that are having very attractive look in its outer body, engines are worth efficient, Comforts are most luxurious, Uses best technology in its manufacturing part and also fit the good technology in its vehicle, and over to all this parts company never forgets the safety aspect in the manufacturing of the vehicles.

The cars which are manufactured by Mercedes-Benz having its own standard in the market. Besides its native Germany, Mercedes-Benz vehicles are also manufactured or assembled in Argentina, Austria, Bosnia and Herzegovina, Brazil, Canada, China, Egypt, Hungary, India, Indonesia, Iran, Malaysia, Mexico, Nigeria, Philippines, Russia, Spain, South Africa, South Korea, Thailand, Turkey, United Kingdom, United States, Vietnam and Jordan. * Buses : Buses manufactured by Mercedes-Benz is used in many countries for the transportation.

As the buses manufactured by the company is having good facilities, it also provides healthy safety kits and exists and the most comfortable buses for the long travelling. Latest technologies are use in the buses. * Trucks : Trucks are also manufactured by Mercedes-Benz which is also used for the transportation of heavily loads. It is used in many countries over the world. Company manufacture it to lift having goods and machineries so it is compatible for its main purpose of introducing it into the market.

It consist heavy suspensions and compatible controls to handle the heavy vehicle. It also has all the technology used in it. * Vans & Coaches : It produces Vans & Coaches for the purpose of short travel routes. It is made under the vision of mode of transportation as it is having capacity of a group of persons about 10-12 at a time. So it becomes easier and economical to travel a short run in this type of vans. Although it is being not that costly in travelling in its Vans there is good facilities and luxurious in it.

It also has some latest technologies in its Vans & Coaches. * Cars : It is playing major part in its production of cars. The cars produce by Mercedes-Benz having a royalty in its brand, all parts that are used to produce this cars are most efficient and latest like the engines which are efficient and reliable, technology plays wider role in the manufacturing of cars, its is having the luxurious and prestigious comforts, cars possess the latest technology like the censors, cameras, music players, power windows and locks and power steering with the best suspensions.

The cars that are manufactured by Mercedes-Benz is categorized in the form of Class like A-Class, B-Class, C-Class, CLA-Class, E-Class, R-Class, S-Class, CL-Class, CLS-Class, SL-Class, SLK-Class, G-Class, GL-Class, GLK-Class, M-Class, SLS AMG. * Limousines : Limousines are the most luxurious products produced by Mercedes-Benz. Limousines are the cars which are specially produced for the purpose of making it the most comfortable and to provide all the luxuries in the car itself.

It is the outstanding product of the company but it only covers the niche market because it is the costliest product of the company. Resources : Mercedes-Benz being an international brand has many manufacturing plants situated in different countries over the world. Mercedes-Benz is having very large number of human resources. It also has many outlets all over the world. Mercedes-Benz has all the latest technologies that are used in production of its vehicles and the parts being used in the manufacturing process.

Vision : MERCEDES-BENZ : “Das Beste oder nichts” means “The Best or Nothing”. To be the Number One in Quality, Image and Profitability in the Automotive Sector. http://www. mercedes-benz. co. id/content/indonesia/mpc/mpc_indonesia_website/enng/home_mpc/passengercars/home/about-us/mercedes_benz_indonesia/vision_and_mission. html Mission : To delight customers in everything. To continually improve the effectiveness of Quality Management System and business processes.

To continually improve the quality of product and services. To have a team-oriented and open minded corporate culture involving employees through leadership and individual acceptance of delegated responsibility. To be aware of our Environment. To have professional relationship with the business partners. http://www. mercedes-benz. co. id/content/indonesia/mpc/mpc_indonesia_website/enng/home_mpc/passengercars/home/about-us/mercedes_benz_indonesia/vision_and_mission. html Environment Policy :

Mercedes-Benz face the environmental challenges of the future, strive to develop processes that are highly environmentally responsible in their respective market segments, plan all stages of manufacturing to provide optimal environmental protection, offer customers environmentally oriented service and information, endeavor to achieve exemplary environmental performance in Wanaherang plant, and provide our employees and the public with comprehensive information on environmental protection. ttp://www. mercedes-benz. co. id/content/indonesia/mpc/mpc_indonesia_website/enng/home_mpc/passengercars/home/about-us/mercedes_benz_indonesia/environment_policy. html Organizational objectives : “Mercedes-Benz is the most valued and best-known premium automotive brand in the world. This brand looks for competition of the utmost quality in all relevant fields in order to continually improve its performance in the face of such new challenges”, explains Dr.

Dieter Zetsche, CEO of Daimler AG and Head of Mercedes-Benz Cars. “Due to the new Formula 1 environment, we will face the competition in future on the most important motor sports stage with our own Silver Arrow works team. “Our new Silver Arrow Formula 1 team is a great sporting and technical challenge and we will tackle this with sporting spirit and full of enthusiasm. “Bearing in mind the recent outstanding success of the Abu Dhabi GP, which brought Formula One to the United Arab Emirates for the first time, it is especially exciting to realize that next year, our own cars will be in the field, with the genius of Ross Brawn, who is still deeply involved with the team, now backed by the unrivalled excellence of Mercedes-Benz across the entire spectrum of automotive technology. It is a fantastic prospect, which makes me both pleased and proud for my country. ” http://amgmarket. com/tag/strategic-objectives/

Objective – 1 Mercedes-Benz has its own brand image in automotive market. It covers a niche market and brand loyalty for its quality. Mercedes-Benz has Departmental Appeals Board as its SSA. Mercedes-Benz will restructure their Formula 1 program and work hard to achieve further savings, going beyond the already completed steps for significant cost reductions and improved efficiency. Since its inception, Mercedes-Benz had maintained a reputation for its quality and durability. Objective measures looking at passenger vehicles, such as J.

D. Power surveys, demonstrated a downturn in reputation in these criteria in the late 1990s and early 2000s. By mid-2005, Mercedes temporarily returned to the industry average for initial quality, a measure of problems after the first 90 days of ownership, according to J. D. Power. For the first quarter of 2007, Mercedes showed dramatic improvement by climbing from 25th to 5th place and earning several awards for its models. For 2008, Mercedes-Benz’s initial quality rating improved by yet another mark, to fourth place.

On top of this accolade, it also received the Platinum Plant Quality Award for its Mercedes’ Sindelfingen, Germany assembly plant. US Initial Quality and Vehicle Dependability Studies both ranked Mercedes-Benz vehicles above average in build quality and reliability, Mercedes cars rated above average. http://en. wikipedia. org/wiki/Mercedes-Benz#Quality_rankings Objective – 2 The German luxury car-manufacturer has been around for more than a century, having elegantly drifted the both smooth and rough curves of automobile history.

Responsible for the modern internal combustion engine’s genesis, the ‘fathers’ of the Mercedes-Benz brand practically invented the automobile. Many years ago when mahogany canes and high-top hats were the ultimate fashion and social prominence statements, two men by the names of Karl Benz and Gottlieb Daimler were busy freeing the world from horse-powered  transportation. The 1886 archetype of the modern engine, their device was not a result of team-work but of independent and synchronous research and development.

Although both lived in Southern Germany, they never actually met if historical accounts are to be believed. Despite the equal share of the two engineer’s contribution to the development of the four-stroke petrol engine, it was Gottlieb Daimler who garnered more attention that would eventually lead to world-spread fame. Following Daimler’s successful results in racing, a wealthy Austrian business man by the name of Emil Jellinek became interested in the Unterturkheim-built cars.

Daimler and his chief-engineer, Wilhelm Maybach’s work had pleased Jellinek to the extent of him approaching the two with a business proposal: a large number of cars would be ordered in exchange to a name change from Daimler to Mercedes – Jellinek daughter’s name –  and the right to alter the car’s designs as well as the right to resell the vehicles in some European countries, including Austria, France and Belgium. Well before the WWI outbreak, Gotllieb Daimler had gained a reputation for his vehicles that was greater than that of Benz.

However, the latter would  strive to keep up, managing to stay close to Daimler’s tail. In 1908, both manufacturers shared the podium with winnings in the French Grand Prix. http://www. studymode. com/essays/Mercedes-Benz-Strategic-Changes-767800. html Objective – 3 Mercedes Benz is a for-profit company. Just like all other for-profit companies, the number one objective is to make money. There are other core values such as being a leader in active and passive safety features, environmental leader, being a prestigious company, retaining customer loyalty, etc.

However, if they do not make money at the end of the day, they cannot provide any of those other things. Mercedes-Benz Cars has a goal of raising the operating margin to at least 10 percent of sales next year from 9 percent last year. The division’s first-quarter return on sales slipped to 8. 4 percent from 9. 3 percent a year earlier. Zetsche, who also leads the Mercedes-Benz Cars division, has repeatedly called 2012 a year of transition for reaching 2013 profitability targets.

By the end of the decade, Daimler wants to recapture its leading position among the luxury-car makers, pursuing the same goal as Volkswagen AG’s Audi brand. Bayerische Motoren Werke AG (BMW), which overtook Mercedes-Benz in global luxury-vehicle sales in 2005, will release quarterly earnings on May 3. Mercedes-Benz is spending to build and introduce 10 completely new models on the market by 2015 to rejuvenate the brand, including converting the A-Class compact into a sportier car.

The brand has a target by that year of delivering 1. 6 million vehicles, a figure BMW surpassed in 2011 with its namesake marque and British subsidiary Mini combined. http://www. bloomberg. com/news/2012-04-27/daimler-quarterly-earnings-unexpectedly-rise-on-mercedes-demand. html Standard Setting Authority : http://www. diss. fu-berlin. de/diss/servlets/MCRFileNodeServlet/FUDISS_derivate_000000001108/04_Kapitel4. pdf? hosts=