Abstract
Reviews the strategic position of Daimler‐Benz in the light of its move from automotive to integrated transporting company, defence contractor and consumer appliances manufacturer. Focuses particularly on the Mercedes‐Benz arm, now facing fierce competition from Japanese carmakers in the luxury market. Applies the TOWS Matrix to develop four distinct strategies – SO, ST, WO and WT – which are de rigueur for D‐B, as it prepares to enter the competitive global car market.
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