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Mercedes Benz

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During the recession in 1990, Mercedes -Benz struggled to adapt to changing markets. The luxury car market lost money for the first time in history in the 90’s. In 1993, there was a big sales slump in Mercedes-Benz sales. In its search for additional market share, new segments, and new niches Mercedes started developing a range of new products. One of the most radical and largest of the new range of products is AAV (all activity vehicles). In order to be competitive in the market, Mercedes-Benz needs to control costs and also meet the customer requirements at the same time. To achieve this goal, Mercedes-Benz adapted target costing. Is Mercedes-Benz heading in a right direction with target costing? Should they continue to use it? If …show more content…

From this, engineers determined that chassis quality was important. A fourth table was created to know the importance index of various function groups by using information from table1 and table 3. For example, the importance index for chassis is calculated by multiplying each row in table 3 with the relative percentage of each column of table1 that is (.50 x .41) + (.30 x .32) + (.10 x .18) + (.10 x .09) = .33. A final table was developed to calculate the target cost index for each functional group. The target cost index was calculated by dividing each important index (from table 4) with target cost (from table 2). For example, the importance index for Chassis is .33 and the target cost is 20% so the target cost index is 1.65. A function group with target cost index ration less than 1 indicates that it is a candidate for possible cost reduction. That is the ratio of cost to benefit is low. Options available are: Re evaluating assumptions or importance, reduce cost of existing design by working with supply partners. In general, 80% of the components and systems are provided by suppliers. So working with the suppliers for cost reduction is very critical for target costing. Through an iterative process, either the importance index or the target cost is adjusted to bring the target cost index to the desired level. By using target costing, Mercedes controlled costs at the

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