Chrysler in Trouble

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Case Details:

Case Code : BSTR338
Case Length : 21 Pages
Period : 2008-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Chrysler Motors LLC
Industry : Automobiles
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

The Chrysler-Fiat Alliance

On May 05, 2009, Chrysler filed for bankruptcy. The company announced that it had reached an agreement to establish a global strategic alliance with Fiat (Refer to Exhibit III for logos of Chrysler and Fiat)...

What Went Wrong?

According to the analysts, the major reasons for Chrysler's present financial problems were its poor business strategy, lack of innovation, and the global financial crisis. According to David Lewis, Professor at University of Michigan's Ross School of Business, "In recent decades, it's had a more turbulent time, with more ups and downs than other automakers. Each decade, it seemed that Chrysler had a crisis."...

The Challenges

Some analysts expressed doubts over the success of the Fiat-Chrysler alliance. They opined that one of the major reasons for Chrysler's declining market share before its bankruptcy filing was lack of appealing and innovative models, which would continue even after the alliance with Fiat...


Exhibit I: Chrysler's Annual US Sales (2000-06)
Exhibit II (A): Highlights of the Three Alternatives Mentioned in the Chrysler's Restructuring Plan for Long-Term Viability
Exhibit II (B): Highlights of Chrysler Restructuring Plan for Long-Term Viability
Exhibit III: Logo of Chrysler and Fiat
Exhibit IV: Synergies of Chrysler-Fiat Alliance Mentioned in Chrysler's Restructuring Plan for Long Term Viability
Exhibit V: Chrysler US Sales in April 2009
Exhibit VI: Screenshots of Chrysler's Global Corporate Advertising Campaign

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