Analysis of Environmental Strategy and Marketing

Research Paper (postgraduate) from the year 2002 in the subject Business economics - Offline Marketing and Online Marketing, grade: very good, University of Jyväskylä (Faculty of Business Studies), course: Corporate Environmental Strategy and Marketing, language: English, abstract: DaimlerChrysler is one of the world's leading automotive, transportation and services companies. Its passenger car brands include Maybach, Mercedes-Benz, Chrysler, Jeep, Dodge and smart. Commercial vehicles are produced under the Mercedes- Benz, Freightliner, Sterling, Western Star, Setra, Thomas Built Buses, Orion and American LaFrance brands. 372,500 employees work for DaimlerChrysler worldwide. Revenues were EUR 152.9 billion ($136.1 billion) in 2001. DaimlerChrysler today has a global workforce in 37 countries, a global shareholder base mainly consisting out of institutional shareholders, global brand awareness and a global outlook. It sold 3,985,600 units of passenger cars and 492,900 units of commercial vehicles in 2001. From 2002 until 2004 DaimlerChrysler will invest EUR 41 billion ($36.5 billion) in future projects. DaimlerChrysler's strategy rests on four pillars: Global Presence, Strong Brands, Broad Product Range, and Technology Leadership. This paper has the following structure. First, the main ecological problems of DaimlerChrysler are discussed using the eco- matrix. Then the environmental strategy on different levels of strategy is identified. The paper ends with a discussion of the environmental marketing outlook for DaimlerChrysler.