Subject category:
Strategy and General Management
Published by:
IBS Research Center
Length: 13 pages
Data source: Published sources
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https://casecent.re/p/68027
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Abstract
Mercedes was dogged 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.
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Abstract
Mercedes was dogged 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.