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Industry Analysis Case Study

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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

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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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