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Operations and Project Management Case Study
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
OR
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
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