mercedesvs vs bmw-2014

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START SITES ALIGNMENT CONSISTENCY CONTRAST CONTACT HOME BMW USA MERCEDES USA Comparison of the US-Websites

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Page 1: Mercedesvs vs  bmw-2014

START SITES ALIGNMENT CONSISTENCY CONTRAST CONTACTHOME

BMW USA MERCEDES USA

Comparisonof the US-Websites

Page 2: Mercedesvs vs  bmw-2014

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

Page 3: Mercedesvs vs  bmw-2014

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

Page 4: Mercedesvs vs  bmw-2014

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

Page 5: Mercedesvs vs  bmw-2014

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)

Page 6: Mercedesvs vs  bmw-2014

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

Page 7: Mercedesvs vs  bmw-2014

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

Page 8: Mercedesvs vs  bmw-2014

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

Page 9: Mercedesvs vs  bmw-2014

HOME BMW-US SITE MERCEDES-US SITE CONCLUSION CONTACTSTRUCTURE

STRUCTURE

Page 10: Mercedesvs vs  bmw-2014

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

Page 11: Mercedesvs vs  bmw-2014

HOME PORTERS 5-FORCES MERCEDES-US SITE CONCLUSION CONTACTBMW-US SITE

PROXIMITY “bmwusa.com”

Grouping of contents

Page 12: Mercedesvs vs  bmw-2014

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

Page 13: Mercedesvs vs  bmw-2014

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

Page 14: Mercedesvs vs  bmw-2014

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

Page 15: Mercedesvs vs  bmw-2014

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

Page 16: Mercedesvs vs  bmw-2014

HOME PORTERS 5-FORCES BMW-US SITE CONCLUSION CONTACTMERCEDES-US SITE

DESIGN “mbusa.com”

Topica

l

orientat

ed

Task orientated

Hybrid organizational scheme

Audiencespecific

Page 17: Mercedesvs vs  bmw-2014

HOME PORTERS 5-FORCES BMW-US SITE CONCLUSION CONTACTMERCEDES-US SITE

PROXIMITY “mbusa.com”

Grouping of contents

Page 18: Mercedesvs vs  bmw-2014

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

Page 19: Mercedesvs vs  bmw-2014

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

Page 20: Mercedesvs vs  bmw-2014

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

Page 21: Mercedesvs vs  bmw-2014

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

Page 22: Mercedesvs vs  bmw-2014

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

Page 23: Mercedesvs vs  bmw-2014

HOME ALIGNMENT CONSISTENCY CONTRASTSTART SITES CONTACT

BMW <- COMPARISON -> MERCEDES

Presented by:Christina Nehm - Christian SchoenePatrick Juric - Danny Foehse

THANK YOU