Amity International Business School Indian System of Business

Mercedes Benz Jaguar

By Sunil Kr. Ahirwar BBA-IB Enrollment A1833312026

JAGUAR Company Profile

Company Private limited company

Industry Automotive

Founded 11 September 1922 (as Swallow Sidecar Company)

Founder(s) Sir William Lyons and William Walmsley

Headquarters Whitley, Coventry, United Kingdom

Key people Ratan Tata (Chairman) Dr Ralf Speth (CEO) Adrian Hallmark (Global Brand Director)

Products Luxury Cars

Employees 10,000

Parent Jaguar Land Rover Automotive PLC

Website www.jaguar.com

Company OverviewJaguar Land Rover Automotive PLC is a British multinational automotive company headquartered in Whitley, Coventry, United Kingdom. Company was founded in 1922 by two motorcycle enthusiasts, William Lyons and William Walmsley leading to SS Cars Ltd. It is a wholly owned subsidiary of the Indian Tata Motors group, itself a subsidiary of the Tata Group. Its principal activity is the development, manufacture and sale of vehicles bearing Jaguar and Land Rover, including Range Rover, marques. In 1935 the SS Jaguar name first appeared on a 2.5-litre saloon,[8] sports models of which were the SS 90 and SS 100.Cash was short after World War II, and Jaguar sold the plant and premises of Motor Panels, a pressed steel body manufacturing company they had acquired in the late 1930s when growth prospects seemed more secure. The buyer was Rubery Owen. Nevertheless, Jaguar achieved relative commercial success with their early post war models; times were also tough for other Coventry-based auto-makers and the company was able to buy from John Black's Standard Motor Company the plant where Standard had built the six-cylinder engines it had been supplying to Jaguar.

(SS and Jaguar made 3.5-litre, 125 hp Mk IV drop head coupé) Jaguar made its name by Producing a series of eye- Catching sports cars, such as

the XK 120 of 1949, developed into XK 140 and XK 150, and the E Type of 1961. These were all Successful and embodied

Lyons' mantra of "value for money". They were successful in international motorsport, a path followed in the 1950s to prove the engineering integrity of the company's products. The core of Bill Lyons' success following WWII was the twin-cam straight six engine, a design conceived pre-war and realized while design staff at the Coventry plant were dividing their time between fire-watching (Coventry being a prime target of German bombers) and designing the new power plant.

Product Portfolio

The 2012 model year XK builds on the car's award-winning reputation as a high-performance sporting GT. A new range-topping variant, the XKR-S, creates a new performance flagship for Jaguar by becoming its most powerful production car ever, capable of 186mph and 0-60mph in 4.2 seconds.

True Jaguar sports saloon. For the flagship Jaguar XJ luxury saloon, a suite of enhancements to the interior and options list includes a new Rear Seat Comfort package, which incorporates electric recline, lumbar adjustment and massage functions to reinforce the ultimate executive limousine experience. These three cars are the result of a design and technology revolution at Jaguar, led by award-winning Design Director Ian Callum, the architect of the company's future success:

The 2012 Jaguar XJ• Pioneering lightweight aluminum construction delivers superior agility and economy• Bold, beautiful styling re-energises the Jaguar design language. • The existing range of powerful, efficient power plants is supplemented by Jaguar's 3.0-litre petrol V6 engine (market specific).

• Available in both standard and long-wheelbase versions, the latter providing evens more luxurious accommodation for passengers.

The original XJ was the last car designed by Jaguar founder Sir William Lyons and the latest car to wear the nameplate is as innovative, beautiful and desirable as its famous forebear. Revolutionary, not evolutionary, the XJ is truly a product of the 21st century and is the clearest indication yet

of the singular sense of purpose behind Design Director Ian Callum's vision for the future of Jaguar.

The weight saved by the use of aluminum – an average of 150kg compared to its rivals – also has benefits for performance and agility and is complemented by the most advanced, powerful and efficient Jaguar powertrains ever. The choice of engines has been enlarged for the 2012 range with the fitment of a 3.0-litre V6 petrol engine (market specific). All engines are coupled to a shift-by-wire, six-speed automatic transmission controlled by the Jaguar Drive Selector or §steering wheel-mounted paddles.

Vision

The Jaguar brand has style, performance, refinement, prestige and affordability. The company has a vision and value statement that is forward-looking. It has a traditional value statement which it is trying to build on and that is:

Contemporary, distinctive design

 “Performance” driving experience Appropriate application of technology Modern interpretation of luxury Quality in all attributes

They want to be a relevant premium competitor, desired by customers for stimulating performance and captivating style.

Land Rover’s vision is to be the world’s leading brand for adventure. The company’s brand values are: Authenticity, Supremacy, Courage, Worldly and Adventurous.

Jaguar Land Rover is known for its elegant, sporty and stylish luxury cars. It is not an ordinary brand.

Jaguar is also known for its luxurious and intuitive cars. They exhibit beauty and sustainability.

Mision

The Jaguar Brand is founded on a long history of distinctive cars offering a unique blend of style, performance, refinement, prestige and affordability.Our aim is to build on this tradition by reinterpreting the values that made the Jaguar legend

Contemporary, forward looking, distinctive design

"Performance" driving experience Appropriate application of technology Modern interpretation of luxury Quality in all attributes

We will be a relevant premium competitor, desired by customers for stimulating performance and captivating style.Land Rover's vision is to be the world's leading brand for inspiring, creating and delivering a spirit of adventure. This is a bold and shared insight of what Land Rover can be, that inspires and stretches everyone to deliver extraordinary results for our customers.

Delivering this vision means being true to our Brand Values in everything we do: Authenticity, Supremacy, Courage, Worldly and Adventurous.

Swot Analysis

Strength

1. High product Quality, rich culture identity and strong global brand value2. Popular Image of luxury brand3. Upgraded distribution channels specially in the emerging economies4. Good, crisp quality advertising5.Increase in Research and development spending6.Improvement in global sales after Tata Motors acquisition

Weakness1. Lack a variety product range as compared to competitors2. Despite having high

performance cars, car design is criticized3. After Tata acquisition cost cutting lead to labor union issues

Opportunity1. Emerging economies like India, China, Russia apart from USA and Europe2. Hybrid models of luxury cars is an untapped market

Threats

1. Strong competition from international automobile brands2. Dependence on government policies and rising fuel prices3. Financial instability causes steep downfall in premium car segment

Competitor

Porsche Porsche Automobile Holding SE, usually shortened to Porsche (German pronunciation: or Porsche SE, a Societas Europeans or European Public Company, is a German holding company with investments in the automotive industry.

Mercedes Benz Is a multinational

division of the German manufacturer Daimler AG, and the brand is used for luxury automobiles

Audi Designs, engineers, manufactures and distributes automobiles and motorcycles. Audi oversees worldwide operations from its headquarters in Ingolstadt, Bavaria, Germany. Audi-branded vehicles are produced in seven production facilities

worldwide

Aston Martin is a British

manufacturer of luxury sports cars. It was founded in 1913, Aston Martin was a wholly owned subsidiary of the Ford Motor Company

Revenue £474.3 million (2010)

Competitive Advantage

Jaguar and Land Rover are both, individually, very special brands. Each has a proud heritage well known to car enthusiasts. On a very basic level, a potential purchaser walking into a showroom will want to talk to someone who knows at least as much as she does about the cars – preferably more. There’s a lot to know, and product cycles move increasingly swiftly.

Beyond product knowledge however, dealership staff also have to embody the brand in order to deliver great customer experiences. A significant degree of responsibility for protecting a brand’s prestige falls on the

shoulders of those with frontline customer contact. These brand experiences are seen as fundamental to competitive advantage within Jaguar Land Rover. The quality of people in the dealership network is therefore key to the company’s future success.

At the same time, training resources are finite. If Jaguar Land Rover did all the dealer training the team would like to do, and delivered it by conventional means, the sum total would be some 300,000 training days!

The team’s challenge is to get ever nearer to delivering a comparable amount of training value using the resources.

MERCEDES BENZ Company Profile

Company Subsidiary

Industry Manufacturing

Predecessor(s)Benz & Cie.Daimler Motoren Gesellschaft

Founded 1886

Founder(s) Karl Benz

Headquarters Stuttgart, Germany

Area served Worldwide

Key people Dieter Zetsche, Chairman

ProductsAutomobiles,Trucks,BusesInternal combustion engines

Services Financial services

Parent Daimler AG

Divisions Mercedes-Benz AMG

Website www.mercedes-benz.com

Company Overview

Mercedes-Benz (German pronunciation): is a multinational division of the German manufacturer Daimler AG, and the brand is used for luxury automobiles, buses, coaches, and trucks. Mercedes-Benz is headquartered in Stuttgart, Baden-Württemberg, Germany. The name first appeared in 1926 unde r Daimler-Benz but traces its origins to Daimler's 1901 Mercedes and to Karl Benz's 1886 Benz Patent Motorwagen, widely regarded as the first automobile. Established in 1871, Benz & Cie. was the most important of several companies founded by Karl Benz. The Benz patent motor wagon was ahead of its times; by 1886, Benz had the first

four-stroke engine. Karl Benz is credited as the inventor of the first "true" automobile since Daimler’s vehicle was a horse carriage

adapted with an engine, whereas the 1886 Benz automobile had a chassis designed from scratch.

Daimler Motoren Gesellschaft-(DMG) was founded by Gottlieb Daimler and his partner Wilhelm May Bach in 1890. Daimler died in 1900 and may Bach left DMG in 1907. By then, Benz & Cie. and DMG were rivals. In 1924, owing to economic necessity after World War I, they entered into an "Agreement of Mutual Interest" valid until the year 2000. This initial agreement still allowed each company to manufacture and sell their products under their original brand names. After the official merger in June 28, 1926, the firm became known as Daimler-Benz.

Product PortfolioThe Mercedes-Benz A-Class is a supermini, now a small family car, produced by the German automobile manufacturer Mercedes-Benz. The first generation

(W168) was introduced in 1997, the second generation model (W169) appeared in late 2004 & the all-new generation late model W176 launched in late 2012

Mercedes-Benz B-Class is a compact luxury car introduced by German automaker Mercedes-Benz. It is essentially an enlarged A-Class keeping

some of the engines, but with other more powerful ones available. It has the same basic suspension system. Like the A-Class, and unlike any other vehicle Mercedes builds or has built, the B-Class is a front wheel drive vehicle.

The Mercedes-Benz CLS is an executive-size sedan originally launched in 2004 and based on the W211 E-Class and was internally designated as the W219. The second generation CLS-

Class was introduced in September 2010 and production started in the beginning of 2011. The CLS marked Mercedes-Benz's return to the executive-size coupe market since the (W124) E-Class Coupe (a two-door sedan) went out of production in 1995.

The Mercedes-Benz SLS AMG is a front-engine, 2-seat luxury grand tourer automobile developed by Mercedes-AMG to replace the Mercedes-Benz SLR McLaren.The car is the first Mercedes automobile designed in-house by AMG and is described by Mercedes-Benz as a spiritual successor to the Mercedes-Benz 300SL Gullwing. SLS stands for "Sport Leicht Super" (Sport Light Super). The Mercedes-Benz SLS is assembled in Sindelfingen, Germany.

Vision

The automotive world has changed enormously since the days of Gottlieb Daimler and Carl Benz. To ensure long-term success today, a company

must offer not only fascinating automobiles, but also outstanding financial services. And that’s exactly what we do, creating considerable added value in the

process: We meet our customers’ needs and provide them with security.Our vision is simple but at the same time ambitious: Working closely with our automotive colleagues, we want to be the first-choice provider of financial and mobility services for our customers and dealers. We are one of the leading captive financial service providers in the automotive sector. And in the area of commercial vehicles, in fact, we are Number One worldwide. On the basis of these strengths we have been reliably helping the Daimler Group to achieve success for many years.

As an integral part of the Daimler family, we play an important role within the Group: Every 30 seconds, Daimler Financial Services closes a leasing or financing contract for a Daimler Group vehicle. Our mission is to achieve the best for our customers, dealers, vehicle brands, and parent company. A large scale and international scope are preconditions for attaining these goals.We want to offer our employees worldwide an environment that enables them to fully unfold their potential and enjoy their work

Mision

Although the internal mission statement of Mercedes-Benz USA is not publicly available, the luxury carmaker does have six values that they refer

to as "What Drives Us," which fulfill the intention behind a formal mission statement. The six values that "drive"

Mercedes-Benz USA are:

The audacity to reject compromise The instinct to protect what matters The commitment to honor a legacy The vision to consider every detail The foresight to take responsibility The ingenuity to outperform expectations

Additionally, on November 25, 2010, the parent company of Mercedes-Benz, Daimler Group, joined 21 German companies in agreeing to a "mission statement for responsible actions in business." The six principles of this shared mission statement 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. Business that serves the good of the people demands responsible.

Swot Analysis

StrengthSWOT Analysis To begin with, I will look for the main strength that the company had. As we know, Mercedes-Benz has been a well-known business for a very long time; therefore, the strengths would be a lot than I expected.

OpportunitiesFor Mercedes-Benz * Joint venture. * Improving safety, comfort, and sustainable mobility.* providing fascinated vehicles for customers by the supportive of DaimlerChrysler Group * Professional sport sponsorship before we go through the opportunities of the business, we have to take seriously on the threats at first.

ThreatsFor Mercedes * A tax increase for importing vehicles. * Less educated employees in China, but also very expensive to hire employees in Europe. * Competitors that

the Mercedes Company had WeaknessIt is very common that every company has its own weaknesses. As Mercedes Company is a large company, therefore it's quite obvious the business has the deficiency of communication in the organizations.

Competitive Advantage

Mercedes-Benz is one of the most, if not the most, celebrated cars in the history of luxury vehicles. We know it’s because of careful crafting of and welding of Mercedes Parts and the exclusively manufactured Mercedes Accessories. Here are some facts that might help you understand why the Mercedes Benz has always and will always be loved. Mercedes Benz employs at least one inspector to every 11 workers. They are paid to criticize every single vehicle to death before making it available to the buying public. Every single Mercedes Benz is welded in 10,000 places. This makes annoyances such as rattles, squeaks, and loose bolts virtually inexistent. The Benz is famed for its high-speed cruise comfort abilities as well as its vibration free handling. Before engines are even mounted onto the cars, one specific test is run multiple times before processing. During these routine checks, the engine oils are completely flushed out about sixty times to rid the vehicle of any unwanted debris or dirt. The Mercedes-Benz has a steering system that carries tiny built-in shock absorbers to keep it handling at its very best.After welding occurs, all the vital body parts are ground down by hand. After this they are packed with pewter and ground down once more for the utmost safety. Once this is complete a hand polishing is done as well to increase its visibility and class.