COMPANY PROFILE -Daimler
Business Sector :Automotive
Operating Geography :Germany, Europe, Global
About Daimler :
Daimler is a German multinational automotive engineering company. It has its headquarters located in Stuttgart, Baden-Württemberg, Germany. The company was founded by Gottlieb Daimler and Carl Benz in 1886. The founders of Daimler are notable as they are the inventors of the automobile and the pioneers of automotive engineering. Daimler is one of the biggest developers and producers of premium cars as well as the world's biggest manufacturer of commercial vehicles like trucks and vans. The biggest segments of the company are Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, Daimler Buses and Daimler Financial Services.
The Daimler Trucks family encompasses six strong brands: Mercedes-Benz Trucks, Freightliner Trucks, Western Star, FUSO Trucks, BharatBenz Trucks and Thomas Built Buses. We offer pioneering technologies and tailor-made products for various applications worldwide with a complete range of services. The company is thus able to provide financing, leasing, fleet management, insurance and innovative mobility services. The company has a global reach with production facilities in over 20 countries and over 8,500 sales centers spread out across the globe. In 2019, Daimler ranked #18 on the Fortune 500 top 100 companies list.
Gottlieb Daimler’s slogan “Das Beste oder nichts” or “The Best or Nothing” is used by Mercedes Benz even today. Daimler’s vision statement reads ““At Daimler we are committed to excellence. To facilitate, enable and sustain this commitment, we want to create and live a culture of excellence. This culture is characterized by values the board of management discussed and agreed upon: Passion, Respect, Integrity and Discipline.” Daimler’s mission is “to shape the future of mobility in a safe and sustainable manner.” Daimler has an employee strength of more than 298,000 people as per early 2020 records.
Daimler Revenue :
€172,745 million – FY ending 31st December 2019 (y-o-y growth of +3%)
€167,362 million – FY ending 31st December 2018
Competitive Analysis of Daimler
The SWOT analysis for Daimler is presented below in a matrix followed by detailed analysis
| Strengths | Weaknesses |
1. One of the world’s most successful automotive companies
2. High investment in research and development
3. Innovation is a core value at Daimler
4. Strong brand equity and value globally
5. Focused sustainable solutions for individual mobility and future transportation
| 1. Investigation into process of certifying exhaust emissions |
| Opportunities | Threats |
1. Growth in hybrid and electric vehicles segment
2. Higher market share in Asian region
3. Promoting and developing autonomous driving cars through collaborations
4. Autonomous tracks opening up a promising business model for freight and automobile companies
| 1. NAFTA restructuring under President Donald Trump administration
2. Impact of Brexit on European automobile manufacturers and Daimler
3. Impact of Covid-19 outbreak on sales and production
|
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Detailed SWOT Analysis of Daimler
Strength
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Weakness
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Opportunity
1.Growth in hybrid and electric vehicles segment: McKinsey in its 2018 report has given a ballpark figure of 120 million electric vehicle units on road by 2030. The rise in the number is apparently due to the increasing environmental concerns and health Hazards. Further hybrid vehicle market is expected to be in excess of 7 million units by 2025. Through its three-lane drive system strategy, involving electric vehicles, hybrid models, and combustion engines, Daimler is strategizing itself to meet the market demand. The new EQ technology and product brand are supplementing Daimler's transit toward electrification. Besides the production of a modular family of vehicles, Daimler will be developing a comprehensive ecosystem that encompasses the required charging infrastructure
2. Higher market share in Asian region: Indian truck market had suffered a slump in 2014, but now with so many Government initiatives towards manufacturing, demand for truck and transportation is going to go up and Daimler should look for a double-digit market share in the next five years. In case of LUVs and passenger vehicles, China and India have a high growth potential in the automobile industry. A small segment of a middle class with high growth rate is reliant on rapid economic growth for wealth gathering which leads to luxury expenditures like automobiles.
3. Promoting and developing autonomous driving cars through collaborations: Taxi aggregation apps like Moovel, car2go, have been relatively a success according to Daimler. Daimler’s association with Uber has brought the best of both worlds. Uber, a technological platform company and Daimler, an automobile manufacturing company can bring the expertise from both the areas and develop a system which could be the market leader in the coming years. With the launch of the pilot project for an app-based ride-hailing service using automated Mercedes-Benz S-Class in Silicon Valley city of San José, the amalgamation of Bosch and Mercedes-Benz, aimed at developing urban automated driving, inscribed a new growth phase in 2019.
The remaining section under "Opportunities" is available only in the 'Complete Report' on purchase.
Threat
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The PESTLE/PESTEL analysis of Daimler is presented below in a nutshell followed by detailed analysis
| Political | Economical |
| 1. Political uncertainty across Europe, Middle East and African (EMEA), and Latin American markets | 1. Growth pressure in emerging markets
2. Volatile currency movements to impact bottom-line
|
| Social | Technological |
| 1. Consumer preference of environmentally friendly mobility solutions | 1. Innovation in mobility with fuel-cell/battery powertrain
2. First automotive manufacturer to use innovative address system
3. Digital products and services becoming a central interface in automobiles
|
| Legal | Environmental |
1. Investigations and lawsuits regarding emission standards
2. Evolving and varying regulations regarding autonomous vehicles
3. Regulations such as access restrictions in cities expected to drive electrification of trucks and buses
| 1. Greenhouse gas emissions due to automobiles
2. Responsibility of combating climate change on commercial truck manufacturers
3. Working towards sustainable manufacturing operations
|
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Detailed Pestle Analysis of Daimler
Political
1. Political uncertainty across Europe, Middle East and African (EMEA), and Latin American markets: Europe, Middle East and Africa (EMEA) are a major market for Daimler. Europe has faced political turmoil after exit of Britain from EU and many other states are facing impending elections. Bruit will result in changing of sourcing patterns and has caused significant volatility in GBP. Catalonia has also voted for independence from Spain. Middle East and African countries have also been impacted by civilian unrest and terrorism impacting business. The blockade of Qatar by other GCC nations and the Iran-Saudi tensions also impacts the political complexity in the region. In the Latin American markets such as Brazil, Venezuela and Argentina political uncertainty have been exacerbated by corruption and economic woes. These developments will impact Daimler’s sales in these major markets.
Economic
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Social
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Technological
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Legal
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Environmental
1. Greenhouse gas emissions due to automobiles: There has been growing attention towards cutting down of greenhouse gas emissions and carbon footprint. There has been rising pressure towards development of cleaner fuel technologies like Euro 6 standards, alternate sources of energy like solar power energy. Pressure is also building on automobile manufacturers to improve powertrain technologies, exhaust treatment processes and better combustion technologies. Thus, it is imperative that automakers like Daimler focus more on electric and hybrid vehicle technologies. The company in this regard has committed investments approximately E10 billion to expand its fleet of electric vehicles till 2025.
The remaining section under "Environmental" is available only in the 'Complete Report' on purchase.
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TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
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References used in Daimler SWOT & PESTLE Analysis Report
1. Daimler Annual Report 2019 - https://www.daimler.com/documents/investors/reports/annual-report/daimler/daimler-ir-annual-report-2019-incl-combined-management-report-daimler-ag.pdf
2. Daimler Annual Report 2018 - https://www.daimler.com/documents/investors/reports/annual-report/daimler/daimler-ir-annual-report-2018.pdf
3. Daimler Q1 Revenue Report 2019 - https://www.daimler.com/documents/investors/news/capital-market-releases/daimler-mercedes-benz-ir-release-en-20190426.pdf
4. Daimler About the company - https://www.daimler.com/investors/about-us/
5. Daimler Company Profile - https://www.reuters.com/finance/stocks/company-profile/DAIGn.DE
The detailed complete set of references are available on request in the 'Complete report' on purchase.
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