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