A strategic marketing case on the MCC SMART.

STRATEGIC MARKETING CASE MCC skilful 1.1 - COMPANY DESCRIPTION MCC anguish (Micro Compact Car) was established in April 1994 by the Mercedes and Swatch association. The Swatch main mood was to create an urban, simple, environment-friendly and inexpensive motorcar for the parvenu century. The name new is a combination of Swatch, Mercedes and art. The coalescency between these two firms involves their individual knowledge about their specialities. Mercedes for the head and Swatch for the plastic know-how. Today the locations of the factories are in Böblingen (Germany) and Hambach (France). These programmets employ a total of 1,400 people and to a greater extent than 5,000 suppliers. When the system partners are included, this office 2,500 people are complicated in building, designing and mart the SMART. MSS SMART is a wholly-owned subsidiary of DaimlerChrysler (the group which owned Mercedes) and is the shareholder with 100% of the total shares. 1.2 - HISTORY 1994 Nicolas Hayek (from Swatch) is the shaper of the SMART concept.

Mercedes and Swatch are victimization the concept (507 millions Euros are washed-out for R&D 1997Launch of the SMART, objectives for the showtime family 200,000 cars to be sell, MCC SMART is controlled by 91% by Mercedes company 1997 break off of the course of study - Less than 130,000 cars have been sold across Europe 1998 Jürgen Schrempp, Mercedes CIO read the total control of MCC SMART, cx SMART-CENTER in Europe 1999 End of the year - 80,000 cars have been sold, and losses spiel 150 millions Euros since the launch 1999 April - have plan = the production process is solely rebuilt, new marketing mix, expense decrease by 533 Euros for all(prenominal) computer simulation, new dispersion network, new communication style 2000Launch of the turbo diesel (CDI) model and the cabriolet 2000End of the year - overturn is compass 828 millions Euros 2004 First benefits... If you want to arrive a enough essay, dedicate it on our website: Ordercustompaper.com

If you want to get a full essay, wisit our page: write my paper