Corporate Culture Of German And American Marketing Essay


On the 7th may 1998 universe ‘s two of head Car Company German Daimler-AG and the united province of America base Chrysler Corporation announced amalgamation of equal and it was the universe biggest amalgamation in the history of automotive industry. New company to be called as Daimler-Chrysler, this will be the universe ‘s 5th largest auto fabrication company with combine gross of deserving USD 130 billion, articulation net income of deserving USD 7 billion and entire employee work force around 420,000 throughout the universe. Two companies were integrate with one common mission to go a universe venture that by 2001 and go most successful and cherished automotive and transit merchandise and service supplier. Company will carry through this by invariably pleasing their clients with the quality and invention of merchandises and services, ensuing from the excellence of their procedures, through their work force and alone portfolio of strong trade names.

Background of Daimler Benz, Gottileb Daimler was the first who develop engine with Wilhelm Maybach in 1889 and so he formed a company in 1993 called ‘The Daimler Motor Syndicate Ltd. ‘ after UK patent right to Daimlers ‘ engine in 1991.After that Daimler merged with Karl Benz ‘s Benz & A ; Cie to organize Daimler-Benz reinforced autos under the name Mercedes Benz. Daimler Benz autos have high respected, advanced autos by technologically and ever forces on development of auto engine. Some of the well known autos of Daimler Benz are Smart, S-400 loanblend, The2009 Mercedes Benz S-class, Mercedes Benz E-Class with new 23 % fuel economy and really good cognize Maybach with criterion for the high terminal luxury section. Daimler Benz is non merely associated with luxury auto but besides transit, electronics, consumer contraptions, engines and IT services every bit good.

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Background of Chrysler Corporation, Chrysler CorporationA was founded byA Walter P ChryslerA on June 6, 1925, A when theA Maxwell Motor CompanyA ( est. 1904 ) was reorganized into the Chrysler Corporation. The Chrysler was a 6 cylinder car, design to supply more comfort auto with really low-cost rate which was n’t though by the purchasers. Chrysler had design auto with that many characteristics which was n’t provide by any other at that clip and Chrysler ridged rim tyre engineering was adopted by worldwide. Some of the well known trade names of the Chrysler are Chrysler, Jeep, Dodge, Global electric autos ( GEMCAR ) .

Part 1:

Swot Analysis of Daimler Benz:

Strength: Dominated to quality of engine, and strong and epicurean international trade name, with new production unit in Brazil and other emerging market. Share monetary value of the company is high with high acquisition value. Strong merchandise scope like SLK, smart, Mercedes, Maybach.

Failing: high labor cost and diminution unit production in large luxury autos, flexibleness is really limited of board.

Opportunities: More production unit and traders available worldwide. Exploit synergies $ 1.4 to 3 billion. Enter in to fast on the rise market and acquire opportunity to more industry outside Germany.

Menaces: Impregnation of European market. Overcapacity of industry. Affect luxury trade name and fring leading in engineering market. ( Appendix 1- Figure 1 )

SWOT analysis of Chrysler Corporation:

Strength: good place in particulate section like minivan, SUVs, landrover. Chrysler has good technology civilization besides taking in inexpensive autos production and short production rhythm.

Failing: one of the top participants in North America really sensitive economic rhythm. Probably less valuable in portion market. Not puting in research and development section.

Opportunities: long term hit with no harmful impact, Manufacturing outside USA, Exploit synergies $ 1.4 to 3 billion. Excellent trade for stockholders.

Menaces: impregnation from North American market. Industry overcapacity.

( Appendix 1-Figure 2 )

( Bruner, R, 2004 )

Part 2:

Culture difference of Germany and American

The writer Benjamin ( 2009 ) is of the position that civilization is straight influence by history of the state. Author has explained both civilizations with difference moralss on the base of work.

Pragmatism: Americans are more practical so German and besides end oriented comparison to German. German meeting are really long and they like to discourse on each and every point in deepness, while Americans meeting are short and they do n’t discourse on minor subjects.

Flexibility: German are non flexible they are more loyal with their company and they work for same company for decennaries occupation security is high in German company every bit good. American is looking for occupation ladder. Americans are really flexible about their occupations, shows preparedness to alter occupation for better chances.

Informality: Americans are friendly, informal, self confident. American first name from really get downing which is less common in German civilization. Informal atmosphere in really common in German it might give the incorrect feeling about their hierarchal construction and concern behavior because it much more prescribed and rigorous.

Practical experience: German want to understate the hazard in progress, because of that they are focused on instruction and making. American believes in equality while German believes in practical experience or proved expertness on occupation than by instruction and academic background.

Job security: American laid off without warning, occupation security is besides less in American civilization. Main thing about American civilization is that superior and personage public presentation, the more sheltered this individual ‘s occupation will be. In Germany member of staff are extremely encouraged to present best consequence and have unusually positive attack to work. ( Benjamine,2009 ) German work system is different by place between white and bluish neckband employee ( Hofstede & A ; Hofstede, 2005 )

Corporate Culture of German and American.

Corporate construction of both companies is really different Daimler Benz typical German company with traditional top- down direction, elaborate determination doing with long hr meeting and discuss on all subjects. Management construction is besides bureaucratic and hierarchal. German are non risk taking and formal every bit good. Other thing which is wholly different from American is they allow smoking, beer and intoxicant on work topographic point while American are non like that, they really strict about smoke and intoxicant on work topographic point.

Corporate construction if American Chrysler is different from Daimler Benz. Chrysler allows mid degree director to take determination and all declaration is fast and discourse on cardinal issues. Team oriented work force and relatively informal every bit good. America corporate construction is chiefly success driven.

As per Geert Hofstede Dutch psychologists who carry out one best civilization survey in the direction, on IBM ‘s operations in 70 states around the universe. Hofstede divide civilization in to four dimensions. ( Appendix 2, figure 1 )

Power Distance: civilization dimension compute that grade to which less powerful member of organisation and establishments accept that fact that power is non distributed uniformly. Graph explains that from the place of Germany and US that the difference in power distance is non distribute every bit. US have more bossy direction and less employee part in determination devising.

Uncertainty turning away is the grade to which members of society with more uncertainness and hazard with uncomfortable feeling. High precedence topographic point has high uncertainness like Japan, France, and Argentina, while states like USA, India, and Denmark have low uncertainness.

Individuality when people are more concern about their household and themselves instead than other. In this dimension US come on the top and other states are so after. UK, Canada, Denmark, Germany member of all this state are non care about them self like USA, they are more loyal to their organisation instead than themselves.

Maleness is the value attributed to success, assertiveness, and material success ( Japan, Mexico, Germany ) as contrast to the stereotyped effeminate value of relationships, modestness, lovingness, and the quality life ( Sweden, Denmark ) , harmonizing to Hofstede.

( Rugman, A et al,2009 )

From the above four dimensions two chief dimension are really utile which Power distance against the grade of individuality. These reflect some general stereotype of the states included with clear grouping of UK, US and Australia as extremely individualistic and less hierarchal with little power distance comparison to other Mexico, Panama, and Thailand at other utmost degree of power distance.

The above figure 1 was given by writer Hofstede in 1983, so after in 2001 he revised that, European states be aftering system are non repair it varies depend upon range and result and gave new diagram. ( Appendix 2, Figure2 )

Part 3:

“ Some amalgamations are ne’er meant to be

Daimler paid $ 36 billion for Chrysler — so the hottest U.S. car shaper. But immense losingss, botched merchandise debuts, gyrating costs, and a demoralised U.S. work force have wiped out $ 60 billion in market value ” ( Business hebdomad, 2000 )

When Daimler Benz and Chrysler Corporation were merge at that clip they come across with scheme for different part and production, but one time they act on it they found so many jobs with production, communicating, determination devising, and they

The first twelvemonth of 1999 DaimlerChrysler made a good net income and gross revenues gross 12 % and sold 3 million Chrysler, and landrover, dodge more than any other old ages of history. Luxury autos gross revenues besides gone up company sold more than a million Mercedes Benz.

DaimlerChrysler went good for 2 old ages, than after US arm lurch. Chrysler US loss $ 530 million in 3rd one-fourth. Jeep and Dodge gross revenues go down and neglect to present on cost economy scope. Less support acquiring from direction staff. Head of Chrysler made reorganisation of United State subordinate and shut down 6 workss with loss of 26,000 occupations. Entire gross of Daimler Chrysler decreased by 6 % from 2000. While the Company has purpose to increase their gross addition in their one-year study of 2000 depend up on their high degree of order and positive concern tendency. ( Annual Report, 2000 )

Company want to acquire the advantage of luxury auto but at first half of the twelvemonth 2005 Mercedes auto Group shows diminution in net income, gross generated by that peculiar group was a‚¬942 million which was a‚¬1342 I foremost half of twelvemonth 2004 ( Appendix 3, figure 1 ) .

Daimler Chrysler scheme was to acquire most out of from SUV, minivan, cost salvaging merchandise from Chrysler group but Chrysler group besides did n’t execute good in first half of 2005 and entire net income was -3 % . First one-fourth of 2004 shows net income of a‚¬ 824 million and which diminution and reached at a‚¬796 in first one-fourth of 2005 ( Appendix 3, figure 2 ) .

Chart shows entire gross and Net net income of the DaimlerChrysler Group and single Chrysler Group during the twelvemonth 2003 boulder clay 2005. Gross of DaimlerChrysler Group has n’t shown that singular net income throughout the two twelvemonth between $ 44.3billion to $ 46 Billion. Gross of Chrysler group besides non affected and remains changeless throughout two old ages. Net net income and operating Net income was affected much and shows singular diminution during twelvemonth 2003 to 2005 ( Appendix 3, figure 3 ) .

Stock monetary value of the Daimler Chrysler was shrunk during twelvemonth 2000 to 2005

( Appendix 3, figure 4 ) .

Daimler Chrysler amalgamation was failed because of the chief ground Culture clang ; neither Daimler nor Chrysler had provided Culture workshop to their work force. Culture preparation can surely assist work force to model them self in to the amalgamation company. Most interesting thing was that the amalgamation took topographic point in merely twosome of month meeting while, for the company like Daimler Benz and Chrysler which are large name in their ain part need more meeting and demands to understand their civilization in deepness. During proclamation of amalgamation they have n’t advert approximately civilization as good ( Video of imperativeness conference amalgamation, 1998 ) .

German and American foremost noticeable thing is civilization. Both the civilizations are really different and need more preparation for staff to move on it. Though both companies are auto devising but the merchandise scope are really different Daimler are really good known for its luxury and comfort autos like Maybach, Mercedes Benz, fuel salvaging engineering autos and on other manus Chrysler is celebrated for its cost efficient auto like landrover, contrivance. There are other jobs as good like, all meeting held at high degree merely senior director are meet merely none of the land flat staff or work force acquire opportunity to understand other company.

Writer learn from this amalgamation that foremost when two different civilization are acquiring merge, at that clip work force who are traveling to be direct in contact with other work force need civilization preparation, so they can work more expeditiously. Try to acquire both work forces in contact so they can be mix with each other. Company has to concentrate on minor issue every bit good, which can be come out after long term of assemblage.

Part 4:

The two largest car manufacturers, GM and Ford, besides had taken similar attacks as Chrysler, although in a less of import manner than DaimlerChrysler ‘s amalgamation. In 1998, GM already owned a 100 % equity interest in Opel, which produced about one-fourth of all German vehicle end product, and a 49 % equity interest of Isuzu, the 9th largest Nipponese car maker. Besides, Ford owned a 35 % equity interest in Mazda, the 5th largest Nipponese car maker, and 100 % equity bets in Jaguar and Aston Martin, both are little but valued UK car makers.

After the amalgamation of Daimler-Benz and Chrysler, GM increased its investing in Suzuki Motors of Japan to 10 % in September 1998, and acquired a 21 % equity interest in Fuji Heavy Industries, shapers of Subaru cars, of Japan, and acquired a 100 % equity interest in Saab of Sweden in January 2000. Ford besides acquired Volvo ‘s ( Sweden ) rider auto division in 1999. Furthermore, GM announced its purposes to get a 21 % equity interest in Fiat, which is 6th in market portion, on March 13th in 2000.

However, after all this GM, the largest car industry in the universe, still holds merely a 4 % market portion in Asian Pacific part, but a 20 % portion of the universe market and about 9.5 % portion of the European market. Automobile gross revenues net incomes of GM and Ford in Asia are minus $ 218 million for GM and plus $ 133 million for Ford severally. These sums are non really exciting when compared with about $ 6 billion income for each company ‘s car gross revenues. ( Figure 1 )

Part 5

Chrysler after May 2007:

Chrysler sold to American private equity house Cerberus Capital Management LP is bought 80.1 % of Chrysler in May 2007, for $ 7.4 billion. Then after twenty-four hours by twenty-four hours and twelvemonth by twelvemonth Chrysler had diminution in it one-year gross revenues figure ( Appendix 5-Figure 1 ) and in recession period of 2008 it file for bankruptcy. American authorities had base on balls statute law that all fabricating unit of Chrysler has to close and worker will still acquire paid for that and lone certification will transport out. Head of Chrysler Mr. Robert Nardelli step down and company emerge for bankruptcy.

New Chrysler will be look like, Fiat will take 20 % interest, and if public presentation mark will be met than it will be 51 % by 2016 and if Chrysler will paid authorities loan. Treasury will hold 8 % interest and brotherhood run VEBA will 55 % interest and authorities of Canada will hold combine 2 % interest in the company.

Daimler will give up staying interest in Chrysler and Cerberus is current proprietor with 80.1 % interest.

Chrysler bondholder will acquire $ 2 billion for forgiving its $ 6.9 billion debt. ( BBC report,2009 )

Daimler after May 2007:

Daimler is still taking in universe most valuable cars trade name like Mercedes Benz, Maybach, Smart, Freightliner, Western start, Setra and Thomas Built coachs.

The company is listed on the stock exchanges in Frankfurt, New York and Stuttgart ( stock exchange abbreviation DAI ) . In 2008, the Group sold 2.1 million vehicles and employed a work force of over 270,000 people ; gross totalled a‚¬95.9 billion and EBIT amounted to a‚¬2.7 billion. Daimler is an automotive Group with a committedness to excellence, and aims to accomplish sustainable growing and industry-leading profitableness. ( Annual Report at glimpse, 2008 )

Appendix 1

SWOT Analysis of Daimler Benz as an person,

Strength Internal Weakness

Luxury trade name and premium bequest.

German ‘s good organisation

Diesel engine engineering, quality strength

Strong trader in Europe, Latin America, North America.

Limited growing potency.

Barely flexible.

Culture difference

Economy of graduated table ( more production unit and more production )

New distribution web

Incline direction


Opportunities to lose technological leading

Affect to luxury trade name like Maybach or Mercedes Benz


Opportunities External Menaces

Figure 1

SWOT Analysis of Chrysler Corporation:

Strength Internal Weakness

Lowest fabrication cost

Large figure of quality production in minivan, SUV

Engineering civilization

Third largest American spouse and sensitive to economic system

Unending Financial failing

Possibly undervalued in portion market.

Good trade for portion holders

Traveling to come in in new market Europe and Latin America and Asia.

Get chance to fabricate outside United province of America.


Aggressive take-over.


Opportunities External Menaces

Figure 2

Appendix 2

Figure 1

Figure 2

Appendix 3

Figure 1

Figure 2

Figure 3

Figure 4

Appendix 4

Acquisition Activities in GM and Ford Motor




Before 1998

Opel AG





Suzuki Motor



Fuji Heavy Industry



Saab Automobile AB








Before 1998




United kingdom

Aston Martin

United kingdom

In 1999



In May 2000

Land Rover

United kingdom

Figure 4

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