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STRATEGIC MARKETING CASE MCC SMART 11 - COMPANY DESCRIPTION MCC SMART Micro Compact Car was established in April 1994 by the Mercedes and Swatch association The Swatch main idea was to create an urban simple environment-friendly and inexpensive car for the new century The name SMART is a combination of Swatch Mercedes and art The partnership between these two firms involves their respective knowledge about their specialities Mercedes for the engineering and Swatch for the plastic know-how Today the locations of the factories are in Bblingen Germany and Hambach France These plants employ a total of 1400 people and more than 5000 suppliers When the system partners are included this means 2500 people are involved in building designing and marketing the SMART MSS SMART is a wholly-owned subsidiary of DaimlerChrysler the group which owned Mercedes and is the shareholder with 100 of the total shares 12 - HISTORY 1994 Nicolas Hayek from Swatch is the creator of the SMART concept Mercedes and Swatch are developing the concept 507 millions Euros are spent for RD 1997Launch of the SMART objectives for the first year 200000 cars to be sold MCC SMART is controlled by 91 by Mercedes company 1997End of the year - Less than 130000 cars have been sold across Europe 1998 Jrgen Schrempp Mercedes CIO take the total control of MCC SMART 110 SMART-CENTER in Europe 1999 End of the year - 80000 cars have been sold and losses represent 150 millions Euros since the launch 1999 April - Rescue plan the production process is totally rebuilt new marketing mix price decrease by 533 Euros for each model new distribution network new communication style 2000Launch of the turbo diesel CDI model and the cabriolet 2000End of the year - Turnover is reaching 828 millions Euros 2004 First benefits 13 - COMPANY BUSINESS AND MISSIONS 131 -
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