The document analyzes and compares the US websites of BMW and Mercedes using Porter's Five Forces framework and by examining various design elements. It finds that both websites use a hybrid organizational scheme and have global navigation bars, drop-down menus, and consistent branding elements. However, BMW's site features more separation, horizontal alignment and contrasting colors, while Mercedes' site uses larger background pictures and varies colors more. It also notes it takes fewer clicks to access Mercedes' international sites from its US site.

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