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Industry Analysis Case Study
Case Title:
Will the Three Pointed Star Regain its Lost Sheen
Publication Year : 2006
Authors: Chandrasekhar
Industry: Automobiles
Region:NULL
Case Code: INA0076C
Teaching Note: Not Available
Structured Assignment: Not Available
OR
Abstract:
Mercedes was dodged by quality problems that eventually dented the brand’s premium image and eroded its profits. The case profiles Mercedes’ glorious past and details the reasons that led to the brand’s lost sheen. It further outlines the new make over initiatives at Mercedes under the leadership of a new Chief, Dieter Zetsche who had a proven turnaround track record. The case provides scope for discussion on strategies for retaining the premium image of a brand.
Pedagogical Objectives:
- Helps the students to understand the concept of branding
- Traces the turnaround strategies of Mercedes.
Keywords : Mercedes-Benz; Daimler Chrysler; Dieter Zetsche; Jurgen Schrempp; Mitsubishi; Eckhard Cordes; Industry Analysis Case Study; CORE; J.D. Power and Associates; Revamp
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