Chrysler Company Case Study

CHRYSLER COMPANY

In this paper I will talk about the Chrysler Company Foundation, its history growth, business product, sales and marketing practices. Today the Headquarters and Technology Center is located in Auburn Hills Metro Detroit was founded by Walter P. Chrysler (Chrysler Corporation) in June of 1925. Currently the company products are automobiles, commercial vehicles and automotive parts. There is a time line that shows how Chrysler has moved through time gaining and losing revenue. This paper is to show how a major company continues to be a major company with a span of over 91 years in service. Walter P. Chrysler and the start of a new business journey began when Chrysler worked for Maxwell-Chalmers in the early 1920’s, hired

In November 1983 the Dodge Caravan/Plymouth Voyager was introduced, leading the establishment of the minivan as a major category, and initiating Chrysler’s return to stability. In 1985, Diamond-Star Motors was created, further expanding the Chrysler-Mitsubishi relationship. In 1987, Chrysler acquired American Motors Corporation (AMC), which brought the profitable Jeep brand under the Chrysler umbrella.

Chrysler entered an agreement with AMC to produce Chrysler M platform rear-drive, as well as Dodge Omnis front wheel drive cars. Chrysler required the 47% ownership of AMC that was held by Renault. The remaining outstanding shares of AMC were purchased on the NYSE by August 5, 1987, making the value somewhere between US$1.7 billion and US$2 billion, depending on how costs were counted (p. 6).

Chrysler sales have changed dramatically over the last decade. In 2007, sales reached 2,076,650 falling to 931, 402 in units sold 2009; the company’s worst results in decades. It was reported Chrysler was heavy on Fleet customers; they average about 19% the turn over for Chrysler in 2011 industry average a renewed product line up. Chrysler’s quality service for customer’s satisfaction ratings below average in the consumer reports since the late