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Daimler AG - IT Sales Opportunities - 2008

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Industry trends and drivers have a direct or indirect affect on IT spending of all companies operating within an industry. For example – increase in sourcing from low cost countries might influence Daimler to relook at their supply chains, resulting in selling opportunities for SCM solutions, collaboration tools etc. Thus, we can conclude that industry spending on any particular IT product or service is an important indicator of the criticality of that product or service for the industry. Based on the IT spend information available in ‘TechNavio’, we have computed a ‘criticality score’ for various IT products and services, for Daimler. Various company level developments and events are important indicators of selling opportunities and drive the sales of IT products and services. For example – an acquisition by Daimler might result in opportunities for IT migration and integration services. By tracking these sales drivers (using ‘TechNavio’), we have arrived at a demand score for each product and service. Through an in-depth analysis of industry trends and drivers and company level developments and events, we have made the ‘IT Selling Opportunities Map’ for hardware, software and IT services for Daimler. These maps have been divided into four zones representing Level I, Level II and Level III opportunity areas. Level I opportunity areas have the highest scores and hence, there is a high probability that Daimler will buy these products and services. Level II opportunity areas have lower scores and hence, lower probability to sell to Daimler. Level III opportunities have the lowest scores and hence, unlikely to sell to Daimler. The report is meant for IT vendors and intends to help them identify selling opportunities within the company. Further, the identified sales drivers can be used to penetrate these accounts or increase current share of the customer's wallet. Also, the report lists key IT spending decision makers, who can be contacted directly by the sa

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									   Daimler AG
IT Sales Opportunities - 2008
                                                                               Dai ml er AG - 2 0 0 8




                                   Table of Contents
1. Company Overvi ew ........................................................................ 4
  1.1 Bu sin ess Overview .................................................................... 4
  1.2 K ey Figu res ............................................................................. 4
  1.3 Corp orat e Headqu art ers ............................................................. 4
2. IT Sp ending and Depl oymen ts ......................................................... 5
3. IT Sal es Op p ortuni ties ................................................................... 6
  3.1 IT Sales Opp ortuni ti es - Software................................................. 7
  3.2 IT Sales Opp ortuni ti es - Hardware ................................................ 9
  3.3 IT Sales Opp ortuni ti es - Services ................................................ 11
4. Sal es Dri vers .............................................................................. 13
  4.1 Collab orati on & Partn ership ....................................................... 13
  4.2 Cost Cu tting & Op eration al Effici en cy ........................................... 13
  4.3 Empl oyee Prod uctivit y & Compen sation Management ....................... 13
  4.4 Fast er & Bett er Prod uct Devel opment ........................................... 14
  4.5 Geog rap hic Exp an si on ............................................................... 14
  4.6 Globall y In t eg rat ed Su pply Ch ain ................................................ 15
  4.7 Imp rovi ng Cu st om er S ervice ...................................................... 15
  4.8 In formati on & Kn owl edge Managemen t ......................................... 16
  4.9 In tel lectu al Propert y Management ............................................... 16
  4.10 IT In frast ru ct ure In t egration & R ation alization ............................. 16
  4.11 Lean , Agil e & Fl exi bl e Manu factu ring .......................................... 17
  4.12 Merg ers & Acqui si tion s ............................................................ 17
  4.13 Sal es Force Exp an si on ............................................................. 17
  4.14 Stand ardizati on & Modulariz ation ............................................... 18
  4.15 R egulat ory Compli ance ............................................................ 18
5. Con clu sion ................................................................................. 19
App endix A: K ey IT S pen ding Deci sion Makers ....................................... 20
  Brazil ......................................................................................... 20
  German y ..................................................................................... 20
  In dia.......................................................................................... 22
  Sin gap ore ................................................................................... 22
  United Ki ngd om ............................................................................ 22
  United Stat es ............................................................................... 22
App endix B: Defi nition s .................................................................... 25
  B.1 Soft ware ............................................................................... 25
  B.2 Hard ware ............................................................................... 27
  B.3 Servi ces ................................................................................ 28
App endix C - Meth odol og y ................................................................. 30
  C.1 Eval u ati ng Cri tical ity Score ........................................................ 30
  C2. Eval u ati ng Demand Score .......................................................... 33
Oth er Rep ort s in This S eri es .............................................................. 34



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                                                                                           Dai ml er AG - 2 0 0 8




                                           List of Exhibits
Exhibit 2.1: IT Deployment Details ...............................................................................5
Exhibit 3.1: Software Sales Opportunities Map ...............................................................7
Exhibit 3.2: Opportunities and Related Sales Drivers for Software ....................................8
Exhibit 3.3: Hardware Sales Opportunities Map ..............................................................9
Exhibit 3.4: Opportunities and Related Sales Drivers for Hardware ................................. 10
Exhibit 3.5: ITServices Sales Opportunities Map........................................................... 11
Exhibit 3.6: Opportunities and Related Sales Drivers for IT Services ............................... 12
Exhibit 4.1: Daimler’s Key Expansion Plans.................................................................. 14
Exhibit C1: Calculations for Estimating Criticality Score ................................................. 30
Exhibit C2: Criticality Scores for Various Software Applications ...................................... 31
Exhibit C3: Criticality Scores for Various Hardware Products .......................................... 31
Exhibit C4: Criticality Scores for Various IT Services ..................................................... 32
Exhibit C5: Calculations for Estimating Demand Score .................................................. 33




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                                                                         Dai ml er AG - 2 0 0 8




1. Company Overview

1.1 Business Overview
Daimler AG (formerly DaimlerChrysler AG) is the parent company of the Daimler Group,
which develops, manufactures, distributes and sells a range of automobiles, mainly
passenger cars, trucks, vans and buses. It also provides financial support and other services
related to its automotive businesses.

The company operates through four segments: Mercedes-Benz Cars, Daimler Trucks,
Daimler Financial Services, and Vans, Buses, Others.

In August 2007, DaimlerChrysler completed the transaction of transferring a majority
interest in the Chrysler group and related fi
								
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