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Mercedes vs. bmw
 

Mercedes vs. bmw

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    Mercedes vs. bmw Mercedes vs. bmw Presentation Transcript

    • BMW USA MERCEDES USA
      START SITES
      ALIGNMENT
      CONSISTENCY
      CONTRAST
      CONTACT
      HOME
      Comparison
      of the US-Websites
    • PORTERS 5-FORCES-ANALYSIS
      HOME
      BMW-US SITE
      MERCEDES-US SITE
      CONCLUSION
      CONTACT
      PORTERS 5-FORCES
      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
    • PORTERS 5-FORCES-ANALYSIS
      HOME
      BMW-US SITE
      MERCEDES-US SITE
      CONCLUSION
      CONTACT
      PORTERS 5-FORCES
      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
    • PORTERS 5-FORCES-ANALYSIS
      HOME
      BMW-US SITE
      MERCEDES-US SITE
      CONCLUSION
      CONTACT
      PORTERS 5-FORCES
      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
    • PORTERS 5-FORCES-ANALYSIS
      HOME
      BMW-US SITE
      MERCEDES-US SITE
      CONCLUSION
      CONTACT
      PORTERS 5-FORCES
      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)
    • COMPANY - STRATEGIES
      HOME
      BMW-US SITE
      MERCEDES-US SITE
      CONCLUSION
      CONTACT
      STRATEGIES
      Diversification
      • 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
    • STRUCTURE “bmwusa.com”
      HOME
      PORTERS 5-FORCES
      MERCEDES-US SITE
      CONCLUSION
      CONTACT
      BMW-US SITE
      • Acceleration traces
      • An expression of joy
      • Sheer driving pleasure
      • Never stands still
    • STRUCTURE “mbusa.com”
      HOME
      PORTERS 5-FORCES
      BMW-US SITE
      CONCLUSION
      CONTACT
      MERCEDES-US SITE
      • Elegance
      • Cars in focus
      • Majestic picture
      • Picture more calm
      • Safety and reliability
      • Contemporary and
      different styling
    • STRUCTURE
      HOME
      BMW-US SITE
      MERCEDES-US SITE
      CONCLUSION
      CONTACT
      STRUCTURE
    • DESIGN “bmwusa.com”
      HOME
      PORTERS 5-FORCES
      MERCEDES-US SITE
      CONCLUSION
      CONTACT
      BMW-US SITE
      Hybrid organizational scheme
      Topical orientated
      Task orientated
      Search
      option
      Audience
      specific
    • PROXIMITY “bmwusa.com”
      HOME
      PORTERS 5-FORCES
      MERCEDES-US SITE
      CONCLUSION
      CONTACT
      BMW-US SITE
      Grouping of contents
    • ALIGNMENT “bmwusa.com”
      HOME
      PORTERS 5-FORCES
      MERCEDES-US SITE
      CONCLUSION
      CONTACT
      BMW-US SITE
      • Separation
      • Main picture
      is pointed out
      • Homogeneous
      arranged pictures
      • Horizontal
      alignment
    • CONSISTENCY & CONTRAST “bmwusa.com”
      HOME
      PORTERS 5-FORCES
      MERCEDES-US SITE
      CONCLUSION
      CONTACT
      BMW-US SITE
      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
    • COLOR “bmwusa.com”
      HOME
      PORTERS 5-FORCES
      MERCEDES-US SITE
      CONCLUSION
      CONTACT
      BMW-US SITE
      • 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
      Color attention getter
    • NAVIGATION “bmwusa.com”
      HOME
      PORTERS 5-FORCES
      MERCEDES-US SITE
      CONCLUSION
      CONTACT
      BMW-US SITE
      • Global Navigation
      shows major links
      • Horizontal and
      vertical navigation
      • Drop-down and
      pull-out menus
      • Data based navigation
      • Sitemap textual
      • Start site without scrolling
      TOPFRAME
    • DESIGN “mbusa.com”
      HOME
      PORTERS 5-FORCES
      BMW-US SITE
      CONCLUSION
      CONTACT
      MERCEDES-US SITE
      Hybrid organizational scheme
      Topical orientated
      Task orientated
      Audience
      specific
    • PROXIMITY “mbusa.com”
      HOME
      PORTERS 5-FORCES
      BMW-US SITE
      CONCLUSION
      CONTACT
      MERCEDES-US SITE
      Grouping of contents
    • ALIGNMENT “mbusa.com”
      HOME
      PORTERS 5-FORCES
      BMW-US SITE
      CONCLUSION
      CONTACT
      MERCEDES-US SITE
      • Separation
      • Main picture
      is pointed out
      • Four start sites
      horizontal aligned
      • Horizontal
      alignment
    • CONSISTENCY & CONTRAST “mbusa.com”
      HOME
      PORTERS 5-FORCES
      BMW-US SITE
      CONCLUSION
      CONTACT
      MERCEDES-US SITE
      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
    • COLOR “mbusa.com”
      HOME
      PORTERS 5-FORCES
      BMW-US SITE
      CONCLUSION
      CONTACT
      MERCEDES-US SITE
      • Black, grey, white
      • Differing in brightness
      and saturation
      • Often changing colors
      • Large colored pictures
      Color attention getter
    • NAVIGATION “mbusa.com”
      HOME
      PORTERS 5-FORCES
      BMW-US SITE
      CONCLUSION
      CONTACT
      MERCEDES-US SITE
      • 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)
      TOPFRAME
    • GLOBALIZATION
      HOME
      PORTERS 5-FORCES
      MERCEDES-US SITE
      BMW-US SITE
      CONTACT
      CONCLUSION
      • Four clicks to BMW
      worldwide
      • One click to Mercedes-
      Benz worldwide
      => Many national websites available
    • BMW <- COMPARISON ->MERCEDES
      HOME
      ALIGNMENT
      CONSISTENCY
      CONTRAST
      START SITES
      CONTACT
      THANK YOU
      Presented by:
      Christina Nehm - Christian Schoene
      Patrick Juric - Danny Foehse