Mercedes - Benz case

Founded & Head quartered in Stuttgart, Germany by Daimler Motoren Geselleschaft in 1998,DaimlerAG formerly known as DaimlerChrylser AG is amongst the world’s most successful German automotive corporation established in the year 1883.Daimler-BenzAG was formed when the company combined with Benz and Cie in 1924 and 1926 respectively(Thornton & Meyer-Larsen, 2000). The Newyork Times magazine 2010 considers them to be the world’s second largest, manufacturer followed by BMW in terms of the luxury cars (The NewYork Times, 2010).

This industry has about 256000 employees with the production plant distributed in almost five different continents. It is also the largest manufacturer of commercial vehicles that includes Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, and Daimler Bus. (Benz Insider, 2010).In 2007 private firm namely Cerberus Capital management, the specialist in restructuring troubled companies brought Daimlers former subsidiary Chrysler which was later titled Daimler AG on October 4, 2007. Key Business Activities

The Automotive service and Financial service together forms the two key business activities of organisation. Mercedes-Benz Charter Way is the international commercial vehicle financial arm of DaimlerChrysler established nearly fifteen years ago that offers financial services, fleet management, insurance services, banking and credit/debit card services in more than 40 countries. Reports have shown that Mercedes-Benz Charter Way tenancies and funds nearly one third of all the vehicles produced worldwide by Daimler.

Mercedes-Benz Charter Way functions through the widespread Mercedes-Benz dealer network that provides HGV and LCV operators in any sector financial and operational expertise.( www2.mercedes-benz.co.uk/.../Mercedes.../CWay_FOG_02-06_web.pdf) The Automotive segment sells its vehicles under the brand name Mercedes-Benz & Daimler and comprise of design, manufacture, after sales and services of cars, trucks,...