Daimler, founded in 1998, is a company with an extensive history and numerous ventures. Daimler focuses their efforts mainly in the automobile market. Daimler is one of the biggest producers if premium cars and the world’s largest manufacturer of commercial vehicles. Daimler produces several makes and models of vehicles. Daimler specializes in passenger cars, trucks, vans and buses. Their biggest name make of vehicles is Mercedes-Benz.
Aside from car manufacturing Daimler also offers financial services such as leasing and financing, fleet management, insurance, and banking. Daimler is a worldwide distributor. They have production locations on five continents and approximately 7,300 sales outlets. Daimler believes being available to their customers is extremely important. Daimler’s market capitalization is $88,609,941. Daimler employs over 270,000 individuals.
Daimler sold 2,198,029 cars in 2012. Their revenue in 2012 was $153,249,417. In 2011 Daimler revenue increased by 12 billion dollars from 2010. In 2012 Daimler’s revenue increased another 11 billion dollars. In total, since 2010 revenue has increased by almost 23 billion dollars. Retrieved November 2, 2013, from http://www.daimler.com/Projects/c2c/channel/documents/2287152_Daimler_Annual_Report_2012.pdf.
Daimler’s organizational structure consists of a CEO & Cars, Chairman of the Board, Vice Chairman of the Board, and several directors. These Chairman and directors overlook areas in the company such as finance and control, human resources, legal affairs and much more. Retrieved November 4, 2013, from http://www.theofficialboard.com/org-chart/daimler.
Daimler has a very clear idea of what their company stands for and where they want their company to be in the future. Daimler’s vision is stated on their website and reads, “Working closely with our automotive colleagues, we want to be the first-choice provider of financial and mobility services. We want to attain this goal by contributing to Daimler’s sales and financial success; creating added value for our customers, dealers and vehicle brands; offering our employees attractive possibilities for professional development; and fulfilling our social responsibilities.” Along with their vision Daimler offers a company mission.
Daimler’s mission statement reads, “We delight our customers with inspiring brands, first-class premium automobiles that set standards, best-in-class commercial vehicles, and outstanding service solutions. As a company that aspires to excellence, we strive for sustainable growth and profitability on par with the best in the business.
We intend to be the number one choice for our business partners. We fulfill our responsibility to society and the environment and adhere to high ethical standards. Our corporate values of passion, respect, integrity and discipline strengthen and guide us. We are committed to diversity to bring our full potential to bear as a global team.”
Not all companies offer a value statement, but Daimler finds it crucial to the company’s reputation to have an official set of values. These values are business must serve the good of the people, business that serves the good of the people requires competition, business that serves the good of the people is based on merit, business that serves the good of the people takes place globally, business that serves the good of the people must be sustainable, and business that serves the good of the people demands responsibility.
Daimler’s company culture is one based on integrity. Daimler issued and “Integrity Dialog” initiative along with a “Fairplay” campaign and an “Ethical Business Our Shared Responsibility” brochure allowing customers to see for themselves how important product responsibility is to the company. Retrieved November 1, 2013, from http://career.daimler.com/dhr/index.php?ci=983&language=2.
Daimler uses a few different business strategies. The first and most easily identifiable is differentiation. Daimler differentiates its product, especially Mercedes-Benz, by charging a higher price for its vehicles. Mercedes-Benz is considered a superior make of vehicles. The Mercedes-Benz product line consists of high-end high quality products. Daimler also attempted an acquisition with Chrysler, however the relationship did not last long. Daimler has also globalized reaching most of the world with their trucks, cars, and financial services. Daimler also had their own personal business strategies listed on their website.
Their first strategy was to focus on the customer’s needs. Daimler wants to inspire customer’s with exciting premium automobiles that set standards in the areas of design, safety, comfort, perceived value, reliability and environmental compatibility, commercial vehicles that are the best in their respective competitive environment, outstanding service packages related to those products, and new, customer-oriented mobility solutions that utilize the possibilities of increasing digitalization. Daimler is focusing on four strategic growth areas.
These areas include further strengthening their core business, growing in new markets, taking the lead with “green” technologies, and leading the way with the development of new mobility concepts and services. Retrieved November 3, 2013, from http://www.daimler.com/company/strategy. Mercedes-Benz plans to sell more than 1.6 million cars in 2015. They would like to achieve a return on sales target of 9% on average for the automotive areas of their company. Retrieved November 3, 2013, from http://www.daimler.com/company/strategy/growth-areas.
During my research I found Daimler’s net profit, EBIT, working capital, current assets and liabilities. These numbers allowed me to calculate Daimler’s current ratio, profit ratio, and debt to equity ratio. Daimler’s EBIT in 2012 was $11,880,075,000. Their net profit in 2012 was $8,956,600,200. Working capital was $5,390,000,000. The most recent working capital ratio I could find was in .82 in 2009. Shareholder’s equity was $60,596,899,000 in 2012. Current assets in 2012 were $55,637,268 and current liabilities were $50,064,873.
Retrieved November 4, 2013, from http://www.daimler.com/Projects/c2c/channel/documents/2287152_Daimler_Annual_Report_2012.pdf. The current ratio in 2012 was 1.15. This ratio shows that managers do have resources available to meet claims of short-term creditors. Their ratio could be better but they aren’t in a bad position. Their profit ratio in 2012 was 4.14. This earning per share ratio is very good and increasing. This shows good financial health. Lastly, I calculated the debt to equity ratio. In 2012 this ratio was .83 and .82 in 2011. These ratios show that over the last two years their debt was not excessive. They are significantly less than 1.5.
After weighing out all this information I have decided Daimler would be a good company for me to work for. This company would be a good fit for me because I want to work for a company that is global and has a diversified line of products. Daimler has a plan for the future with realistic goals.
While growing as a company Daimler also keeps the customer and the environment in mind. Customer satisfaction and service is a priority to the company, which I have also seen as a major key to a businesses success. Being as environmentally safe as possible is also important to me. Daimler has made it known that that is a priority to them as well. My passion for business and cars would motivate me to work for this company. I also like that the company sets SMART goals for themselves. Their strategies, mission, values and structure are all things I agree with and would like to be a part of.
Daimler Annual Report 2012. (2012). Retrieved November 10, 2013, from Annual Report 2012 website: http://www.daimler.com/Projects/c2c/channel/documents/2287152_Daimler_Annual_Report_2012.pdf
Daimler. (2013). Retrieved November 10, 2013, from Daimler website: http://www.daimler.com/
Daimler AG. (2013). Retrieved November 3, 2013, from Bloomberg website: http://www.bloomberg.com/ quote/DAI:GR