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.
