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Case Title:

Mercedes-Benz: Quality Concerns

Publication Year : 2003

Authors: G Saradhi Kumar, Sumit Kumar Chaudhuri

Industry: Automobiles

Region:Germany

Case Code: OPM0001

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
By the end of 1990s, Mercedes-Benz, the car that had been adored by Presidents and Popes for seven decades, was witnessing rising customer complaints regarding its quality. Mercedes, which ranked No.1 in the first ‘Vehicle Dependability Survey’ of J.D. Power and associates in 1990, saw its rank slipping to No.3 in 1999 and then to No.26 in 2003.

Pedagogical Objectives:

  • To discuss the reasons for the quality problems of Mercedes A-Class and M-class cars
  • To discuss how in turn this affected the overall brand image of Mercedes.

Keywords : Mercedes-Benz; History of Mercedes; Industry Analysis Case Study; Trademark of Mercedes; Quality ratings of Mercedes; JD Power; Quality problems at Mercedes; Firsts at Mercedes; Quality concerns at Mercedes; Quality checks at Mercedes; Vehicle dependability study; Initial quality rankings; Customer complaints at Mercedes; Suppliers of Mercedes in the US; Grievances about Mercedes; MCG Best

Contents:

  • Introduction
  • Mercedes Benz – laying the foundation
  • Slip in quality ratings

  • Customer complaints
  • What went wrong with Mercedes?
  • For a quality future

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