In twenty pages a performance comparison between these two auto giants is presented with a consideration of strategies also included. Twelve sources are listed in the bibliography.
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need to be placed into a context, considering that of strategy and goals of the organisation as well as the industry in general. For this reason when examining a company
such as Chrysler, the background and strategy as well as the economic performance of the company need to be considers as does the industry in general, which can also be
compared to another company in the same sector. This will all enrich and give meaning to the analysis that takes place. In looking at Chrysler, now a part
of DaimlerChrysler, it will become apparent that the company has had some hard times and has had to take action in response to those hard times, these can still be
seen within the performance and strategy pf true company. By examining and comparing DaimlerChrysler to Ford, and also the industry the real position and prospects can be ascertained.
2. Background to Chrysler and their Strategy. To under stand the recent stratagem of Chrysler there is a need to understand the industry as
a whole and then to consider how the strategy fits in with this performance. The motor industry in general is looking better than a few years ago, the life cycle
of cars has been lengthened so they are growing not so much by way of total replacement, but by increased use. The strong position of the larger players in the
motor industry have created a very competitive environment and the smaller manufacturers are left in a weakened position unless they can find a special niche market to satisfy, other wise
they do not have the economies of scale. This has been demonstrated by the number of mergers and take-overs. Recently Mitsubishi lost its independence and likewise BMW found it could