Strengths
· Merger combined two strong companies.
· Savings resulting from economies of scale.
· Company does more than just autos.
· Daimler has outstanding reputation.
· Chrysler was a very cost-effective company.
· A leader in innovation.
· Record revenues and increasing market share.
· Lack of capital constraints.
· Strong existing product brands.
· $47 billion allocated for research and development.
· A wide array of corporate holdings.
· Leader in Fortune Global 500.
Weaknesses
· Merger combined two different company cultures (European and American).
· Harder to inspire vision and direction for this large global company.
· Employees have been leaving at a high rate.
· DaimlerChrysler brand is unknown and difficult to define.
· Image campaign could distract from strong product brands.
· DaimlerChrysler products do not bear the company name.
· Company’s broad holdings are still seen as separate entities, not as parts of DaimlerChrysler.
Opportunities
· Merged company should be able to expand markets, particularly into Asia.
· Safety failures at Ford should open door for DaimlerChrysler.
· Innovation will lead to new products on the market.
· A hybrid car, which is very environmentally friendly, will be launched soon.
· Creating a DaimlerChrysler corporate brand identity.
· Over 68 percent of the company's profits come from automotive brands.
· Can reach opinion leaders and existing customers with similar communication plans.
· Innovative car ideas.
Threats
· Has been an extended period of time without corporate communications.
· Globally, the general population knows little about this corporate merger.
· DaimlerChrysler does not yet have a corporate brand identity.
· Over 68 percent of the company's profits come from automotive brands; this is a threat if the market takes a downturn.
· Behind in the research and marketing of hybrid autos.
· Size of company will demand a varied marketing program; a cookie-cutter approach will not work.
