DaimlerChrysler is one of the world's leading automotive, transportation and services companies.
Its passenger car brands include Maybach, Mercedes-Benz, Chrysler, Jeep, Dodge and smart.
Commercial vehicles are produced under the Mercedes- Benz, Freightliner, Sterling, Western Star,
Setra, Thomas Built Buses, Orion and American LaFrance brands.
372,500 employees work for DaimlerChrysler worldwide. Revenues were EUR 152.9 billion
($136.1 billion) in 2001. DaimlerChrysler today has a global workforce in 37 countries, a global
shareholder base mainly consisting out of institutional shareholders, global brand awareness and a
global outlook. It sold 3,985,600 units of passenger cars and
492,900 units of commercial vehicles in 2001. From 2002 until 2004 DaimlerChrysler will invest
EUR 41 billion ($36.5 billion) in future projects. DaimlerChrysler's strategy rests on four pillars:
Global Presence, Strong Brands, Broad Product Range, and Technology Leadership.
This paper has the following structure. First, the main ecological problems of DaimlerChrysler are
discussed using the eco- matrix. Then the environmental strategy on different levels of strategy is
identified. The paper ends with a discussion of the environmental marketing outlook for
DaimlerChrysler.
Table of Contents
Introduction
The main Ecological problems related to the production of vehicles of DaimlerCrysler
Environmental Strategy of DaimlerChrysler Group
Corporate strategy
Functional strategies
The Green Marketing Perspective – Strategic View Points
Segmentation, Target Groups and Positioning
The Marketing Mix – Product, Price, Promotion and Place
Research Objectives and Key Topics
This paper examines the environmental strategy and marketing practices of DaimlerChrysler. The primary goal is to analyze the company's ecological impact across its product life cycle and identify the strategic approaches used to mitigate these issues while navigating global market demands.
- Ecological assessment of manufacturing processes
- Corporate environmental strategy and management systems
- Strategic marketing perspectives and green branding
- Market segmentation and consumer behavior in the automotive industry
Excerpt from the Book
The Green Marketing Perspective – Strategic View Points
DaimlerChrysler is a global company. They operate in nearly every part of the world and serve the most important automotive markets with many brands: North America with Chrysler/Mercedes-Benz, Europe with Mercedes-Benz and Asia with Mitsubishi. The product range is very diverse as mentioned before in both the commercial vehicles market and in the passenger cars market. All the products have in common that they pollute the environment as they are all run by some sort of combustions engine burning gasoline. This is the fundamental ecological challenge DaimlerChrysler faces. The production and the product life cycle can be optimised and ecological problems associated with the production can be minimised to very low levels through strategic investments. In contrast the use of the product is the main challenge that isn’t sufficiently resolved yet.
Chapter Summaries
Introduction: Provides an overview of DaimlerChrysler's global operations, market position, and the structural approach of the paper regarding ecological analysis.
The main Ecological problems related to the production of vehicles of DaimlerCrysler: Utilizes an eco-matrix to identify and analyze environmental impacts across various life-cycle stages from design to disposal.
Environmental Strategy of DaimlerChrysler Group: Details the company’s corporate vision, environmental protection guidelines, and the administrative functions established to oversee ecological sustainability.
Corporate strategy: Describes how environmental responsibility is integrated into long-term corporate objectives and organizational decision-making.
Functional strategies: Outlines specific management approaches in human resources and product development to enforce environmental standards.
The Green Marketing Perspective – Strategic View Points: Discusses the fundamental ecological challenge of vehicle use and the strategic necessity of balancing consumer demand with environmental impact.
Segmentation, Target Groups and Positioning: Explores the identification of the "environmental consumer" segment and potential strategies for targeting this group within different global markets.
The Marketing Mix – Product, Price, Promotion and Place: Analyzes how environmental achievements can be leveraged within the marketing mix to gain competitive advantage and enhance brand image.
Keywords
DaimlerChrysler, Environmental Strategy, Green Marketing, Automotive Industry, Sustainability, Eco-matrix, Product Life Cycle, Carbon Emissions, Fuel Economy, Environmental Consumer, Corporate Responsibility, Pollution Control, Market Segmentation, Renewable Energy, Technology Leadership
Frequently Asked Questions
What is the core focus of this research paper?
The paper focuses on analyzing the environmental strategies and marketing efforts of DaimlerChrysler, examining how a global automotive company balances large-scale production with ecological sustainability.
What are the primary themes discussed?
Key themes include the ecological impact of vehicle production and use, the implementation of corporate environmental guidelines, the challenges of green marketing, and strategies for sustainable product development.
What is the primary objective of the work?
The primary objective is to evaluate how DaimlerChrysler identifies and manages its environmental impacts across the product life cycle and how these efforts are communicated to the market.
Which research methodology is applied?
The research employs an eco-matrix model to systematically categorize and analyze environmental problems across different life-cycle stages of vehicle production and operation.
What topics are covered in the main section?
The main sections cover environmental strategy on corporate and functional levels, the strategic challenges of green marketing, and the application of the marketing mix to promote environmentally friendly products.
Which keywords define this study?
The study is defined by terms such as corporate environmental strategy, green marketing, sustainability, and automotive lifecycle analysis.
How does DaimlerChrysler attempt to reduce its ecological footprint?
The company focuses on two main routes: improving drive technologies (such as fuel cells and efficient engines) and modifying vehicle design for better aerodynamics and reduced weight.
Why is the U.S. market considered a specific challenge for green marketing?
The U.S. market is identified as a challenge because there is currently insufficient "market pull" for fuel-efficient vehicles compared to Europe, largely due to lower gasoline taxes and consumer preference for larger vehicles like SUVs.
- Quote paper
- Tomislaw Dalic (Author), 2002, Analysis of Environmental Strategy and Marketing, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/20726
