START SITES ALIGNMENT CONSISTENCY CONTRAST CONTACTHOME
BMW USA MERCEDES USA
Comparisonof the US-Websites
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
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
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
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)
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
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
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
HOME BMW-US SITE MERCEDES-US SITE CONCLUSION CONTACTSTRUCTURE
STRUCTURE
HOME PORTERS 5-FORCES MERCEDES-US SITE CONCLUSION CONTACTBMW-US SITE
DESIGN “bmwusa.com”
Topica
l
orientat
ed
Task
orientat
ed
Search
option
Hybrid organizational scheme
Audiencespecific
HOME PORTERS 5-FORCES MERCEDES-US SITE CONCLUSION CONTACTBMW-US SITE
PROXIMITY “bmwusa.com”
Grouping of contents
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
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
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
Color attention getter
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
TOPFRAME
HOME PORTERS 5-FORCES BMW-US SITE CONCLUSION CONTACTMERCEDES-US SITE
DESIGN “mbusa.com”
Topica
l
orientat
ed
Task orientated
Hybrid organizational scheme
Audiencespecific
HOME PORTERS 5-FORCES BMW-US SITE CONCLUSION CONTACTMERCEDES-US SITE
PROXIMITY “mbusa.com”
Grouping of contents
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
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
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
Color attention getter
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)
TOPFRAME
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
HOME ALIGNMENT CONSISTENCY CONTRASTSTART SITES CONTACT
BMW <- COMPARISON -> MERCEDES
Presented by:Christina Nehm - Christian SchoenePatrick Juric - Danny Foehse
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