ChryslerS.WOT AnalysisProblem: How can Chrysler return to the prosperity it once achieved and convince consumers to purchase their vehicles again? Strengths: New owner Cerberus allows Chrysler to make quicker decisions because it is a privately held company.- Having the goal of giving a return to its investors.- Having successful divisions in Dodge and Jeep.- In Chrysler now there is an emphasis on working fast.- They realize there is a big problem with the company and they are doing everything they can to fix it.- We now have a new Interior Design Studio that was used on the Dodge 2009 Ram.- We are starting to study customer preferences early to limit changes in the design cycle.- Partnered with Tata Motors Limited of India. Their all-electric Ace mini truck will be sold through Chrysler's Global Electric Motorcars division. - Private ownership means they do not have the statutory requirements of a public company. Weaknesses - Poor relationships with dealers, suppliers and American consumers. - CEO Bob Nardelli has very little experience in the automotive industry. - Chrysler has operational problems and high costs. - Last year they stopped production of the Neon (their best known small car). - They are behind in research and development and announced they would introduce an electric vehicle in three to five years , when most of the competition will have it first.- Being a private company makes it more difficult to turn to the capital markets for money. - Under past ownership they built vehicles that dealers didn't want, wouldn't order, and couldn't sell, resulting in time-consuming messes that had to be cleaned up. - After 8 years of foreign ownership, Chrysler was stripped of traditional corporate functions, including human resources, legal and finance, which were all managed from Germany. Opportunities - Demand for small cars is rapidly increasing. - Consumers are becoming interested in purchasing alternative fuel sources. - China's Cherry Automobile Co. is developing a subcompact car that Chrysler is considering selling under its brand. - Foreign automakers looking to create a larger presence in the United States are buying up valuable parts of Chrysler. Threats - The US economy is in trouble and consumers are no longer spending as much as they used to. - There is a rapid decline in sales of trucks, pickups and minivans as consumers tend to purchase more fuel-efficient vehicles. - Oil and gas are expensive and prices continue to rise. - People want smaller cars and Chrysler is not known for making them. - Chrysler has no significant international operations.