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  • 1. START SITES ALIGNMENT CONSISTENCY CONTRAST CONTACTHOME BMW USA MERCEDES USA Comparison of the US-Websites
  • 2. HOME BMW-US SITE MERCEDES-US SITE CONCLUSION CONTACTPORTERS 5-FORCES PORTERS 5-FORCES-ANALYSIS 1. Potential entrance/trade of new entrance • BMW, Mercedes, Toyota (Lexus), Audi are high performer • High entry barriers for new competitors • Strong brand image • Technological advance/leadership • Wide product range • High costs in development and innovation • Brand loyalty
  • 3. HOME BMW-US SITE MERCEDES-US SITE CONCLUSION CONTACTPORTERS 5-FORCES PORTERS 5-FORCES-ANALYSIS 2. Bargain power of buyers • Low discounts because of exclusive cars • Individual buyer/low customer concentration • Few supplier in the premium segment • Highly individualized products • Quality and service
  • 4. HOME BMW-US SITE MERCEDES-US SITE CONCLUSION CONTACTPORTERS 5-FORCES PORTERS 5-FORCES-ANALYSIS 3. Bargain power of suppliers • Less dominating suppliers • Loyalty/dependency (because of quality) • High bargain power because of low volume 4. Substitutes • Less alternatives in this premium segment • Less price sensitivity in this premium sector • Customer loyalty
  • 5. HOME BMW-US SITE MERCEDES-US SITE CONCLUSION CONTACTPORTERS 5-FORCES PORTERS 5-FORCES-ANALYSIS 5. Rivalry amongst existing firms • Four or five competitors of similar size • Market size limited but very profitable segment • Competitors try to build up market shares • High exit barriers (image)
  • 6. HOME BMW-US SITE MERCEDES-US SITE CONCLUSION CONTACTSTRATEGIES COMPANY - STRATEGIES • High-price segment • Dynamic • Sporting • Sheer driving pleasure • Peerless design • Exclusive quality • Performance • High-price segment • Safety and comfort • Extraordinary refined handling • Sustainable mobility • Contemporary styling • Exclusive quality • Performance Diversification
  • 7. HOME PORTERS 5-FORCES MERCEDES-US SITE CONCLUSION CONTACTBMW-US SITE STRUCTURE “bmwusa.com” • Acceleration traces • An expression of joy • Sheer driving pleasure • Never stands still
  • 8. HOME PORTERS 5-FORCES BMW-US SITE CONCLUSION CONTACTMERCEDES-US SITE STRUCTURE “mbusa.com” • Elegance • Cars in focus • Majestic picture • Picture more calm • Safety and reliability • Contemporary and different styling
  • 9. HOME BMW-US SITE MERCEDES-US SITE CONCLUSION CONTACTSTRUCTURE STRUCTURE
  • 10. HOME PORTERS 5-FORCES MERCEDES-US SITE CONCLUSION CONTACTBMW-US SITE DESIGN “bmwusa.com” Hybrid organizational scheme
  • 11. HOME PORTERS 5-FORCES MERCEDES-US SITE CONCLUSION CONTACTBMW-US SITE PROXIMITY “bmwusa.com”
  • 12. HOME PORTERS 5-FORCES MERCEDES-US SITE CONCLUSION CONTACTBMW-US SITE ALIGNMENT “bmwusa.com” • Separation • Main picture is pointed out • Homogeneous arranged pictures • Horizontal alignment
  • 13. HOME PORTERS 5-FORCES MERCEDES-US SITE CONCLUSION CONTACTBMW-US SITE CONSISTENCY & CONTRAST “bmwusa.com” CONSISTENCY: • Logo always visible • Navigation bars always same position • White dominates CONTRAST: • Headlines black • Sub headlines grey • Navigation bar highlights actual page • White background, black writing
  • 14. HOME PORTERS 5-FORCES MERCEDES-US SITE CONCLUSION CONTACTBMW-US SITE COLOR “bmwusa.com” • Black, blue, grey, white • BMW typical colors • Monochromatic color-harmony scheme • Color of similar hue • Differing in brightness and saturation • Silver and blue are powerful colors • Positive associations: sporting, performance, bravery
  • 15. HOME PORTERS 5-FORCES MERCEDES-US SITE CONCLUSION CONTACTBMW-US SITE NAVIGATION “bmwusa.com” • Global Navigation shows major links • Horizontal and vertical navigation • Drop-down and pull-out menus • Data based navigation • Sitemap textual • Start site without scrolling
  • 16. HOME PORTERS 5-FORCES BMW-US SITE CONCLUSION CONTACTMERCEDES-US SITE DESIGN “mbusa.com” Hybrid organizational scheme
  • 17. HOME PORTERS 5-FORCES BMW-US SITE CONCLUSION CONTACTMERCEDES-US SITE PROXIMITY “mbusa.com”
  • 18. HOME PORTERS 5-FORCES BMW-US SITE CONCLUSION CONTACTMERCEDES-US SITE ALIGNMENT “mbusa.com” • Separation • Main picture is pointed out • Four start sites horizontal aligned • Horizontal alignment
  • 19. HOME PORTERS 5-FORCES BMW-US SITE CONCLUSION CONTACTMERCEDES-US SITE CONSISTENCY & CONTRAST “mbusa.com” CONSISTENCY: • Logo always visible • Navigation bars always same position • White dominates CONTRAST: • Headlines grey/bigger • Sub headlines smaller/black • actual page not highlighted • often large colored background pictures => white writing
  • 20. HOME PORTERS 5-FORCES BMW-US SITE CONCLUSION CONTACTMERCEDES-US SITE COLOR “mbusa.com” • Black, grey, white • Differing in brightness and saturation • Often changing colors • Large colored pictures
  • 21. HOME PORTERS 5-FORCES BMW-US SITE CONCLUSION CONTACTMERCEDES-US SITE NAVIGATION “mbusa.com” • Global navigation bar on top • Horizontal and vertical navigation • Drop-down and pull-out menus • Sitemap textual • Data based navigation • Start site without scrolling • working with sub sites (Financial site)
  • 22. HOME PORTERS 5-FORCES MERCEDES-US SITEBMW-US SITE CONTACTCONCLUSION GLOBALIZATION • Four clicks to BMW worldwide • One click to Mercedes- Benz worldwide => Many national websites available
  • 23. HOME ALIGNMENT CONSISTENCY CONTRASTSTART SITES CONTACT BMW <- COMPARISON -> MERCEDES Presented by: Christina Nehm - Christian Schoene Patrick Juric - Danny Foehse THANK YOU