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Daimler SWOT & PESTLE Analysis

ID : 52155153| Dec 2020| 16 pages

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

SWOT
PESTLE
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
SWOT & PESTLE (combined)
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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

This section is available only in the 'Complete Report' on purchase.

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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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In-text: (SWOT & PESTLE.com, 2021)

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Daimler SWOT and PESTLE analysis has been conducted and reviewed by senior analysts from Barakaat Consulting.

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