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A CASE ANALYSIS IN 7021 GSM INTERNATIONAL BUSINESS MERCEDES COMES TO ALABAMA SUBMITTED TO: MR. BRIAN MERRETT Analysts: Christopher Vas, S2123281 Gaurav Jain, S2123652 Jayesh Janardhanan, S2122740 EXECUTIVE SUMMARY The world is heading towards rapid globalisation, with more and more companies transcending their national boundaries of operations thereby engaging themselves in international business. With the dawn of the millennium we have seen major business conglomerates spread their wings in order to become global organisations. The rationale of this report is to study the "globalisation strategy"1 undertaken by Mercedes Benz- a pioneer in the manufacture of luxury cars. The objective of the report revolves around the decision that Mercedes Benz took in 1993 to extend it's operations to the world's largest democracy- the United States Of America, as a part of it's internationalisation approach thereby transforming it into a fill line automobile manufacturer from an automaker known just for its luxury cars. This report analyses this shift in strategy of...

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