Analysis of Environmental Strategy and Marketing
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Sprache:Englisch
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Format
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Erscheinungsdatum
15.01.2004
Verlag
GRINSeitenzahl
18 (Printausgabe)
Dateigröße
814 KB
Auflage
1. Auflage
Sprache
Englisch
EAN
9783638245357
Research Paper (postgraduate) from the year 2002 in the subject Business economics - Offline Marketing and Online Marketing, grade: very good, University of Jyväskylä (Faculty of Business Studies), course: Corporate Environmental Strategy and Marketing, language: English, abstract: DaimlerChrysler is one of the world's leading automotive, transportation and services companies.
Its passenger car brands include Maybach, Mercedes-Benz, Chrysler, Jeep, Dodge and smart.
Commercial vehicles are produced under the Mercedes- Benz, Freightliner, Sterling, Western Star,
Setra, Thomas Built Buses, Orion and American LaFrance brands.
372,500 employees work for DaimlerChrysler worldwide. Revenues were EUR 152.9 billion
($136.1 billion) in 2001. DaimlerChrysler today has a global workforce in 37 countries, a global
shareholder base mainly consisting out of institutional shareholders, global brand awareness and a
global outlook. It sold 3,985,600 units of passenger cars and
492,900 units of commercial vehicles in 2001. From 2002 until 2004 DaimlerChrysler will invest
EUR 41 billion ($36.5 billion) in future projects. DaimlerChrysler's strategy rests on four pillars:
Global Presence, Strong Brands, Broad Product Range, and Technology Leadership.
This paper has the following structure. First, the main ecological problems of DaimlerChrysler are
discussed using the eco- matrix. Then the environmental strategy on different levels of strategy is
identified. The paper ends with a discussion of the environmental marketing outlook for
DaimlerChrysler.
Its passenger car brands include Maybach, Mercedes-Benz, Chrysler, Jeep, Dodge and smart.
Commercial vehicles are produced under the Mercedes- Benz, Freightliner, Sterling, Western Star,
Setra, Thomas Built Buses, Orion and American LaFrance brands.
372,500 employees work for DaimlerChrysler worldwide. Revenues were EUR 152.9 billion
($136.1 billion) in 2001. DaimlerChrysler today has a global workforce in 37 countries, a global
shareholder base mainly consisting out of institutional shareholders, global brand awareness and a
global outlook. It sold 3,985,600 units of passenger cars and
492,900 units of commercial vehicles in 2001. From 2002 until 2004 DaimlerChrysler will invest
EUR 41 billion ($36.5 billion) in future projects. DaimlerChrysler's strategy rests on four pillars:
Global Presence, Strong Brands, Broad Product Range, and Technology Leadership.
This paper has the following structure. First, the main ecological problems of DaimlerChrysler are
discussed using the eco- matrix. Then the environmental strategy on different levels of strategy is
identified. The paper ends with a discussion of the environmental marketing outlook for
DaimlerChrysler.
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