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Daimler

KPKP KAKA VP VP CRCR CS CS

Daimler’s phased approach
manufacturing
mainly high-end
to business model innovation: manufacturing mainly high-end
brands
design brands
design
Phase 1: Business model design within cars, trucks,
cars, trucks,
vans, buses,
Daimler Innovation Department car parts ar parts vans, buses, mass market
fi nancial
fi nancial
c
mass market
services
manufacturers
services
Phase 2: Field test of the concept run manufacturers KR KR (e.g. mercedes CH CH
(e.g. mercedes
brands)
vehicle plants
by Daimler Innovation vehicle plants brands)
dealers
intellectual
Phase 3: Decision on organizational intellectual dealers
property
property
sales force
structure of new business model sales force
brands
brands
(integration versus separation) vis-à-vis
relationship to established core business
C$ C$ marketing & sales R$ R$ vehicle sales
marketing & sales
vehicle sales
manufacturing
manufacturing
vehicle fi nancing
car2go vehicle fi nancing
r&d
r&d 239
KPKP KA fl eet VP VP C$ CRCR CS CS
KA fl eet
management
management
telematics
one-off sign-up
telematics one-off sign-up
management
management
cleaning
cleaning
KR KR individual urban CH CH
individual urban
c city ity
city dwellers
mobility without
car2go.com
management mobility without car2go.com city dwellers
management
car ownership
car ownership
service team
service team mobile phone
mobile phone
car2go parking
telematic
telematic car2go parking
lots
systems
systems lots
smart fortwo car2go shops
car2go shops
smart fortwo
car fl eet
car fl eet
pick-up/drop-off
pick-up/drop-off
anywhere
anywhere
C$ C$ systems management R$ R$ pay per minute—$0.27
systems management
pay per minute—$0.27
(all inclusive)
fl eet management
fl eet management (all inclusive)
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