As many other industries the car manufacturing industry has been hardly hit in the most countries by the international financial crisis and subsequent economic slowdown. Several reasons of the credit crunch have also been the trigger for turbulences in the car industry, especially in Europe and the United States of America. Years of cheap and extensive opportunities to finance new cars (low interest rates and negligent credit approvals) have decoupled the economic growth from the car sales and have lead to extensive excess in demand.
Based on major theories in strategic management (e.g. Porter's five forces), this works examines the reasons for car manufactures problems during the crisis, strategic implications and measures to enable a future growth story.
Table of contents
I. Market Review
1. The Financial Crisis and its Impact on the Car Manufacturing Industry
2. Regional Different Implications on Car Manufactures in 2009
a. EU27
b. North America
c. Asia
II. Changes in the Car Manufacturing Industry
1. Market Globalisation Drivers
2. Competitive Globalisation Drivers
3. Government Globalization Drivers
4. Cost Globalization Drivers
5. Résumé
6. Strategic Implications
III. Daimler AG and the Characteristics of the German Car Manufacturing Market
1. Daimler AG, a German Car Manufacturer
2. Situation of Daimler’s Domestic Market Germany
a. Competitive Advantage of the Domestic Market
b. Rivalry and Competitive Situation in the German Market
c. Major Customer Trends
3. Effects of the Recession on Daimler AG’s Competitiveness
a. Resources and Capabilities
b. SWOT Analysis and Evaluation of Daimler AG’s Competitive Situation
IV. Reactions and Strategic directions at Daimler AG
1. Reactions on the Crisis by Daimler AG
2. Recommendations
V. References
1. Graphics
2. Literature
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