BMW
HISTORY OF BMW
Bayerische Flugzeug-Werke (BFW) was founded on March 7, 1916. The
new company incorporated Otto-Werke. BMW acquired the BFW site in 1922,
but Motoren Werke continues to regard BFW’s establishments as its date of
founding.
BMW has been entered Turkish automobile market for the first time in
1950’s according to order by small agencies. This condition lasted until
1980’s.In 1984 Borusan Otomotiv has taken BMW’s Turkey distribution. In
1984 Borusan Otomotiv has started their trade life with BMW’s Turkey
distribution, also they have claimed the longest lasting distribution title without
having any changes in their management structure. In march of 1985 the first
service dealer has started to operate in İzmir. In july of 1985 second dealer
which is called Kosifler Oto in İstanbul has been started to serve their customer.
In february of 1988 Borusan Otomotiv started to apply emergency service. In
may of 1991 in automobile sector the first indpendent customer relationship
department has been founded by Borusan Otomotiv. The service consultant
concept has started for the first time in september of 1991. The first catalyst
automobile has been exported by Borusan Oto in september of 1993. In January
of 1996 they started to buy and sale second hand automobile. The studies of
extensive job perfection has began and the first quality improvement teams are
formed in january of 1996. They established the building onto the 11.200 m2 in
Adana-Mersin in june of 1999. Technical Auto has began to operate in Bursa in
november of 1999. In june of 2002 the second dealer has been opened in
Çankaya in Ankara. The number of employees who works for BMW in Turkey
is 110.
MISSION OF BMW TURKEY
In the period of before selling,selling and after selling; our mission is to
present the most confident and effective service in paralel to the customer’s
expectations and needs in the automobile sector.
We are objecting to increase our market share, to provide satisfied and
loyal customer and to add value to our employees, public and our shareholders,
to provide continuing improvement with keeping our leader role in the
automobile sector.
1
VISION OF BMW TURKEY
Our purpose is to provide greatest satisfaction to our customers with
presenting confident and prior products and services.
With our respect comprehension to individual, honesty and totality, trying
to reach continuous perfectness in all fields of our company and our social
responsibility will supply us the most appreciated company position.
Our customers, employees, job partners and shareholders will get
satisfaction from presented prior products and services, encouraged working
conditions, improvements, growth and extraordinary trade success.
NUMBER OF SALES FROM 1984 TO 2005
YEARS
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
(FROM JANUARY TO OCTOBER)
SALES
220
423
377
651
491
1155
2078
1494
1250
2517
1089
1116
2382
3865
3750
2216
4683
1248
2750
3618
3423
3281
2
NET ANNUAL SALES (MILLION EURO)
2000
240,4
2001
76,1
2002
134,1
2003
194,7
2004
189,6
1984-2004
1738,1
THE PRICE LIST OF BMW TURKEY
BMW 116i - 2006
4 silindir-1596cc
116
Kurş. 98
28.802
46.705
BMW 120i - 2006
4 silindir-1995cc
150
Kurş. 98
40.400
65.512
BMW 130i - 2006
6 silindir (sıralı)-2996cc
265
Kurş. 98
64.128
103.990
BMW 120d - 2006
4 silindir-1995cc
163
Dizel
42.288
68.574
BMW 316i Sedan - 2006
4 silindir-1596cc
116
Kurş. 98
35.672
57.846
BMW 320i Sedan - 2006
4 silindir-1995cc
150
Kurş. 98
52.200
84.647
BMW 325i Sedan - 2006
6 silindir (sıralı)-2497cc
218
Kurş. 98
68.790
111.550
BMW 325xi Sedan - 2006
6 silindir (sıralı)-2497cc
218
Kurş. 98
73.132
118.591
BMW 330i Sedan - 2006
6 silindir (sıralı)-2996cc
265
Kurş. 98
82.040
133.036
BMW 330xi Sedan - 2006
6 silindir (sıralı)-2996cc
258
Kurş. 98
86.383
140.078
BMW 320d Sedan - 2006
4 silindir-1995cc
163
Dizel
56.448
91.536
BMW 330d Sedan - 2006
6 silindir (sıralı)-2993cc
231
Dizel
84.211
136.557
BMW 330xd Sedan - 2006
6 silindir (sıralı)-2993cc
231
Dizel
88.554
143.599
Yeni BMW 320d Touring - 2006
4 silindir-1995cc
163
Dizel
70.608
114.497
BMW 316Ci Coupé - 2006
4 silindir-1596cc
116
Kurş. 98
40.926
66.366
3
BMW 318Ci Coupé - 2006
4 silindir-1995cc
150
Kurş. 98
53.616
86.943
BMW 320Cd Coupé - 2006
4 silindir-1995cc
150
Dizel
57.392
93.066
BMW 318Ci Cabrio - 2006
4 silindir-1995cc
150
Kurş. 98
64.944
105.313
BMW 525i Sedan - 2006
6 silindir (sıralı)-2497cc
218
Kurş. 98
85.617
138.836
BMW 525xi Sedan - 2006
6 silindir (sıralı)-2497cc
218
Kurş. 98
89.959
145.878
BMW 530i Sedan - 2006
6 silindir (sıralı)-2996cc
258
Kurş. 98
97.781
158.562
BMW 530xi Sedan - 2006
6 silindir (sıralı)-2996cc
258
Kurş. 98
102.124
165.604
BMW 540i Sedan - 2006
8 silindir (V8)-4000cc
306
Kurş. 98
112.991
183.227
BMW 550i Sedan - 2006
8 silindir (V8)-4799cc
367
Kurş. 98
128.304
208.058
BMW M5 - 2006
10 silindir (V10)-4999cc
507
Kurş. 98
180.413
292.558
BMW 520d Sedan - 2006
4 silindir-1995cc
163
Dizel
65.888
106.844
BMW 525d Sedan - 2006
6 silindir (sıralı)-2497cc
177
Dizel
86.702
140.596
BMW 530d Sedan - 2006
6 silindir (sıralı)-2993cc
231
Dizel
98.867
160.323
BMW 530xd Sedan - 2006
6 silindir (sıralı)-2993cc
231
Dizel
103.209
167.364
BMW 535d Sedan - 2006
6 silindir (sıralı)-2993cc
272
Dizel
105.381
170.885
BMW 730i Sedan - 2006
6 silindir (sıralı)-2996cc
258
Kurş. 98
142.291
230.739
BMW 740i Sedan - 2006
8 silindir (V8)-4000cc
306
Kurş. 98
154.244
250.122
BMW 750i Sedan - 2006
8 silindir (V8)-4799cc
367
Kurş. 98
168.471
273.193
BMW 760i Sedan - 2006
12 silindir (V12 )-5972cc
445
Kurş. 98
230.351
373.536
BMW 730d Sedan - 2006
6 silindir (sıralı)-2993cc
231
Dizel
142.291
230.739
BMW 745d Sedan - 2006
8 silindir (V8)-4423cc
330
Dizel
174.985
283.756
BMW 730Li Sedan - 2006
6 silindir (sıralı)-2996cc
258
Kurş. 98
147.719
239.541
BMW 740Li Sedan - 2006
8 silindir (V8)-4000cc
306
Kurş. 98
159.672
258.924
BMW 750Li Sedan - 2006
8 silindir (V8)-4799cc
367
Kurş. 98
173.899
281.995
BMW 760Li Sedan - 2006
12 silindir (V12 )-5972cc
445
Kurş. 98
239.035
387.620
BMW 730Ld Sedan - 2006
6 silindir (sıralı)-2993cc
231
Dizel
147.719
239.541
BCG MATRIX OF BMW TURKEY
HIGH
MARKET
GROWTH
LOW
STARS
QUESTION MARK
3 SERIES
1 SERIES
CASH COWS
DOGS
5 SERIES
7 SERIES
HIGH
LOW
MARKET SHARE
4
We construct this BCG matrix by using the number of the sales which we
get from BMW Turkey and the market share of BMW in Turkey which is 2,52.
At first sight we think that BMW’s market share is low but in Turkey the highest
market share is 16,2 which is owned by Renault. After the evaluation of this
information we can say that their market share isn’t very low. With this market
share and the information about the future of all the BMW series, which we get
from the BMW Turkey, we can decide which Series is dogs or which one is
star…
DOGS: They are low-growth, low-share businesses or products. They may
generate enough cash to maintain themselves but do not promise to be large
sources of cash.
We decide 7 Series is a Dog in our BCG Matrix. Because 7 Series have
very low number of sales and the segment, which 7 Series belongs to, have very
low market growth. (We get this information and the other information about the
market growth of the segments from the BMW Turkey). The 7 Series and the
other cars in this segment can’t be bought very easily in Turkey because of their
high prices. There is a low increase the number of sold cars in this segments
from the 2001 crisis, but it is very small change it is only average of %5. BMW
Turkey sold only 150 7 Series cars, which is only % 4,5 of their total sales, from
january to october in 2005.
CASH COWS: They are low-growth, high share businesses or products. These
established and successful SBUs need less investment to hold their market share.
Thus, they produce a lot of cash that the company uses to pay its bills and to
support other SBUs that need investment.
We select 5 Series as a Cash Cows. 5 Series has a high market share but
the segment, which it belongs to, has very low market growth. The number of
cars sold which belongs to 5 Series and the other cars in the this segments are
very high, but the growth decreases. From the 2001 crisis the increase of the cars
sold in this segment is average % 25. May be it is a huge increase, this is lower
than the 3 Series’ and the 1 Series’ segment’s market growth. BMW Turkey sold
735 5 Series cars, which is % 22 of their total sales from january to october in
2005.
QUESTION MARK: They are low-share business units in high-growth
markets. They require a lot of cash to hold their share, let alone increase it.
Management has to think hard about which question marks it should try to build
into stars and which should be phased out.
5
We decide 1 Series is a Question Mark. Because the segment, which it
belongs to, has very high market growth but 1 Series has a low market share.
BMW Turkey has presented this car for 3 years and because of this they can’t
have high market share. But the segment of, which 1 Series belongs to, has very
popular in Turkey. The number of cars sold in this segments increase average %
60 from the 2001 crisis. BMW Turkey sold 430 1 Series cars which is % 13 of
their total sales from the january to october in 2005.
STARS: They are high-growth, high-share businesses or products. They often
need heavy investment to finance their rapid growth. Eventually their growth
will slow down, and they will turn into cash cows.
We select 3 Series as a Stars. Because 3 Series have very high market
share and the segment, which it belongs to, has very high growth rate. The
number of cars sold in this segments increases average % 45 from the 2001
crisis. BMW Turkey sold 1073 3 Series cars which is % 35 of their totlal sales
from the january to october in 2005.
PRODUCT EXPENSION GRID OF BMW TURKEY
EXISTING MARKET
EXISTING PRODUCT
NEW PRODUCT
MARKET
PENETRATION
PRODUCT
DEVELOPMENT
The continuous sales of
3 Series
The throwing on the
market of M6 model in
this year
MARKET
DEVELOPMENT
DIVERSIFICATION
China Market
The production of
motorcycle from BMW
NEW MARKETS
MARKET PENETRATION: Making more sales to current customers without
changing its products. It might add new stores in current market areas to make it
easier for more customers to visit.
6
The 3 Series have been selling for nearly 30 years by BMW Turkey. We
can indicate this as an example of market penetration.
PRODUCT DEVELOPMENT: A strategy for company growth by offering
modified or new products to current market segments.
The M6 model threw on the market in this year. With this throwing on
this model they offer new products to their current market segments.
MARKET DEVELOPMENT: A strategy for company growth by identifying
and developing new market segments for current company products.
The improvements in the China’s economy calls attention to all
automobile firms and they want to take greatest market share from China. BMW
also want to take this. For this aim they spent the greatest share of their
advertisement budget (60 million $), which was % 20 of their total
advertisement budget, in 2004.
DIVERSIFICATION: A strategy for company growth through starting up or
acquiring businesses outside the company’s current products and markets.
BMW started to produce motorcycle in 1945 it is a new business for
BMW for their current customers.
MARKETING MANAGEMENT ORIENTATIONS
THE PRODUCTION CONCEPT: The idea that consumers will favor
products that are available and highly affordable. Therefore, management should
focus on improving production and distribution efficiency.
THE PRODUCT CONCEPT: The idea that consumers will favor products that
offer the most quality, performance, and features and that the organization
should therefore devote its energy to making continuous product improvements.
THE SELLING CONCEPT: The idea that consumers will noy buy enough of
the firm’s products unless it undertakes a large-scale selling and promotion.Most
firms practice the selling concept when they face overcapacity.
THE MARKETING CONCEPT: The marketing management philosophy that
holds that achieving organizational goals depends on knowing the needs and
wants of target markets and delivering the desired satisfaction better than
competitors do.
7
THE SOCIETAL MARKETING CONCEPT: A principle of enlightened
marketing that holds that a company should make good marketing decision by
considering consumers’ wants, the company’s requirements, consumers’ longrun interest, and society’s long run interest.
We decide BMW Turkey’s marketing strategy is marketing concept.
Because they think the customer satisfaction is the most important thing instead
of getting profits. When we want to give an example for supporting this idea, we
can say that; they make continuous improvements in their models, they present
lots of different options in their products, they present widespread service nets
as well.
CUSTOMER EXPECTATION AND SATISFACTION LEVELS
Descriptive Statistics
N
Minimum
Maximum
Mean
Std. Deviation
fiyat beklentisi
50
1,00
5,00
3,1800
1,11922
konfor beklentisi
50
1,00
5,00
3,8800
1,22291
guvenlik beklentisi
50
1,00
5,00
4,1400
1,06924
yakit tuketimi beklentisi
50
1,00
5,00
2,2800
1,06981
50
1,00
5,00
3,9400
1,26829
1,11465
servis hizmetleri beklentisi
hiz beklentisi
50
1,00
5,00
3,6800
ikinci el piyasa beklentisi
50
1,00
5,00
3,2000
,96890
dizayn beklentisi
50
1,00
5,00
3,9400
1,09563
fiyat memnuniyeti
50
1,00
5,00
2,3000
1,03510
konfor memnuniyeti
50
1,00
5,00
4,2800
,92670
guvenlik memnuniyeti
50
1,00
5,00
4,0600
1,11410
50
1,00
5,00
2,2200
1,16567
servis hizmetleri
memnuniyeti
50
1,00
5,00
3,6000
1,04978
hiz memnuniyeti
50
1,00
5,00
4,2600
,94351
ikinci el piyasa
memnuniyeti
50
1,00
5,00
3,7400
,98582
dizayn memnuniyeti
50
1,00
5,00
3,7400
1,04608
Valid N (listwise)
50
yakit tuketimi memnuniyeti
As seen in the table above, comfort satisfaction has the greatest mean(4,28) and
we can see the smallest mean in the satisfaction of fuel consumption(2,22).
When we look into the differences between means, we can conclude that the
greatest mean difference between expectation and satisfaction is in the criteria of
speed and we can contribute that the smallest mean difference between
expectation and satisfaction is in the criteria of security.
8
FREQUENCIES OF OUR SURVEY RESULTS
yas
Frequency
Valid
Percent
Cumulative
Percent
Valid Percent
18-25
12
24,0
24,0
24,0
25-30
20
40,0
40,0
64,0
30-40
15
30,0
30,0
94,0
40+
3
6,0
6,0
100,0
Total
50
100,0
100,0
We can see the most frequent lies in the segment of 25-30 with a percent
of 40. It goes on as 18-25 with 24 percent, 30-40 with percent of 15 and 40+
with percent of 3.
cinsiyet
Frequency
Valid
Percent
bay
38
bayan
12
Total
50
Cumulative
Percent
Valid Percent
76,0
76,0
76,0
24,0
24,0
100,0
100,0
100,0
The table above indicates that the most frequent segment is men with 76
percent and the other segment which labeled as women with percent of 24.
ogrenim durumu
Frequency
Valid
ilkogretim
Percent
Cumulative
Percent
Valid Percent
5
10,0
10,0
10,0
lise
15
30,0
30,0
40,0
lisans
20
40,0
40,0
80,0
yuksek lisans
10
20,0
20,0
100,0
Total
50
100,0
100,0
We can conclude from table that the most frequent segment comes out as
graduates with percent of 40.Furthermore we can list the percentages of other
segments as high-school 30, master degree 20 and primary education 10.
medeni hali
Valid
evli
bekar
dul
Total
Cumulative
Percent
64,0
Frequency
32
Percent
64,0
Valid Percent
64,0
15
30,0
30,0
94,0
3
6,0
6,0
100,0
50
100,0
100,0
9
We can see that married respondents are the most frequent segment with
64 percent, single respondents are the second frequent segment with percent of
30 and 6 percent of widow respondents are the least frequent segment.
Aylık gelir düzeyi
Valid
Frequency
2
Percent
4,0
Valid Percent
4,0
Cumulative
Percent
4,0
3.000-5.000 ytl
18
36,0
36,0
40,0
5.000-10.000 ytl
24
48,0
48,0
88,0
100,0
3.000 ytl alti
10.000 ytl ustu
Total
6
12,0
12,0
50
100,0
100,0
The most frequent segment lies between 5.000-10.000 ytl with percent of
48.And we can list other segments’ percentages as under 3.000 ytl with percent
4, 3.000-5.000 ytl with percent of 36, 10.000 ytl with 12 percent.
DEFINING AND SPECIFYING THE SEGMENTS OF PRODUCT
Geographic Segmentation: It is dividing a market into different geographical
units such as nations, states, regions, countries, cities or neighborhoods. BMW
today are localizing their products, advertising, promotion, and sales efforts to
fit the needs of individual regions, cities, and even neighborhoods.
Demographic Segmentation: It is dividing the market into groups based on
demographic variables such as age, sex, family size, family life cycle, income,
occupation, education, religion, race and nationality.
Demographic factors are the most popular bases for segmenting customer
groups. One reason is that consumer needs, wants, and usage rates often vary
closely with demographic variables. Another reason is that demographic
variables are easier to measure than most other types of variables. Therefore, we
have used demographic variables in our survey. And because of that we are
going to specify demographic variables.
Psychographic Segmentation: It is dividing a market into different groups
based on social class, lifestyle, or personality characteristics.
Behavioral Segmentation: It is dividing a market into groups based on
consumer knowledge, attitude, use, or response to a product.
BMW Turkey gave us an information about how they specify their
demographic variables.
10
AGE
-25
25-35
35-45
45+
GENDER
MARITAL
STATUS
EDUCATION FAMILY
LEVEL
SIZE
PRIMARY
MALE
MARRIED
SCHOOL
GRADUATE
SECONDARY
FEMALE
SINGLE
SCHOOL
GRADUATE
HIGH
WIDOWED
SCHOOL
GRADUATE
UNIVERSITY
GRADUATE
MASTER
DEGREE
MONTHLY
INCOME
LEVELS
1–2
-2.000 YTL
3-4
2.000-4.000
YTL
5+
4.000-8.000
YTL
8.000+ YTL
We specify our demographic variables in the survey as shown in the table
below:
AGE
GENDER
MARITAL
STATUS
18-25
MALE
MARRIED
25-30
FEMALE
SINGLE
30-40
WIDOWED
40+
EDUCATION
LEVEL
MONTHLY
INCOME
LEVELS
PRIMARY
EDUCATION -3.000 YTL
GRADUATE
HIGH
3.000-5.000
SCHOOL
YTL
GRADUATE
UNIVERSITY 5.000-10.000
GRADUATE
YTL
MASTER
10.000+ YTL
DEGREE
SELECTING TARGET MARKETS
According to our spss(one way ANOVA) analysis, we conclude that three
specific targets in gender, education level and monthly income level such as
male, high-school graduate and 5,000-10,000 ytl if we consider the significance
level 0,05. But in order to have a target in the age segment we consider the
significance level 0,08 for only the age-expectation analysis. Results can be seen
in the spss tables below:
11
Descriptives
95% Confidence Interval for
Mean
N
fiyat beklentisi
konfor beklentisi
guvenlik beklentisi
yakit tuketimi beklentisi
servis hizmetleri beklentisi
18-25
12
Mean
3,0000
Std. Deviation
,95346
Std. Error
,27524
Lower Bound
2,3942
Upper Bound
3,6058
25-30
20
2,9500
1,31689
,29447
2,3337
3,5663
30-40
15
3,3333
,81650
,21082
2,8812
3,7855
40+
3
4,6667
,57735
,33333
3,2324
6,1009
Total
50
3,1800
1,11922
,15828
2,8619
3,4981
18-25
12
4,2500
,96531
,27866
3,6367
4,8633
25-30
20
3,9500
1,14593
,25624
3,4137
4,4863
30-40
15
3,3333
1,44749
,37374
2,5317
4,1349
40+
3
4,6667
,57735
,33333
3,2324
6,1009
Total
50
3,8800
1,22291
,17295
3,5325
4,2275
18-25
12
4,0833
1,08362
,31282
3,3948
4,7718
25-30
20
4,3500
,87509
,19568
3,9404
4,7596
30-40
15
3,8000
1,32017
,34087
3,0689
4,5311
40+
3
4,6667
,57735
,33333
3,2324
6,1009
Total
50
4,1400
1,06924
,15121
3,8361
4,4439
18-25
12
2,3333
1,15470
,33333
1,5997
3,0670
25-30
20
2,3500
1,03999
,23255
1,8633
2,8367
30-40
15
2,0000
,92582
,23905
1,4873
2,5127
40+
3
3,0000
1,73205
1,00000
-1,3027
7,3027
Total
50
2,2800
1,06981
,15129
1,9760
2,5840
18-25
12
3,5833
1,37895
,39807
2,7072
4,4595
25-30
20
3,9000
1,37267
,30694
3,2576
4,5424
30-40
15
4,2667
1,09978
,28396
3,6576
4,8757
3
4,0000
1,00000
,57735
1,5159
6,4841
50
3,9400
1,26829
,17936
3,5796
4,3004
18-25
12
3,5000
1,24316
,35887
2,7101
4,2899
25-30
20
3,6500
1,18210
,26433
3,0968
4,2032
30-40
15
3,8000
1,01419
,26186
3,2384
4,3616
40+
3
4,0000
1,00000
,57735
1,5159
6,4841
Total
50
3,6800
1,11465
,15764
3,3632
3,9968
18-25
12
3,5000
,90453
,26112
2,9253
4,0747
25-30
20
3,0500
,94451
,21120
2,6080
3,4920
30-40
15
3,2000
1,08233
,27946
2,6006
3,7994
40+
3
3,0000
1,00000
,57735
,5159
5,4841
Total
50
3,2000
,96890
,13702
2,9246
3,4754
18-25
12
4,0833
1,31137
,37856
3,2501
4,9165
25-30
20
4,1500
,81273
,18173
3,7696
4,5304
30-40
15
3,7333
1,03280
,26667
3,1614
4,3053
40+
3
3,0000
2,00000
1,15470
-1,9683
7,9683
Total
50
3,9400
1,09563
,15495
3,6286
4,2514
40+
Total
hiz beklentisi
ikinci el piyasa beklentisi
dizayn beklentisi
12
ANOVA
Sum of
Squares
fiyat beklentisi
konfor beklentisi
guvenlik beklentisi
yakit tuketimi beklentisi
servis hizmetleri beklentisi
hiz beklentisi
ikinci el piyasa beklentisi
dizayn beklentisi
Between Groups
df
Mean Square
8,430
3
2,810
Within Groups
52,950
46
1,151
Total
61,380
49
8,080
3
2,693
Within Groups
65,200
46
1,417
Total
73,280
49
Between Groups
Between Groups
3,487
3
1,162
Within Groups
52,533
46
1,142
Total
56,020
49
Between Groups
2,863
3
,954
Within Groups
53,217
46
1,157
Total
56,080
49
Between Groups
3,170
3
1,057
Within Groups
75,650
46
1,645
Total
78,820
49
,930
3
,310
Within Groups
59,950
46
1,303
Total
60,880
49
Between Groups
Between Groups
1,650
3
,550
Within Groups
44,350
46
,964
Total
46,000
49
Between Groups
4,420
3
1,473
Within Groups
54,400
46
1,183
Total
58,820
49
F
Sig.
2,441
,076
1,900
,143
1,018
,394
,825
,487
,643
,592
,238
,869
,570
,637
1,246
,304
When we use the significance level as 0,08 for this analyse, we can see
that price expectation’s signification 0.076 is smaller than our significance level.
Therefore, we can contribute to that there is a statistically significant
relationship between price expectation and age. And then we look at descriptive
statistics and the means of price expectation. We see that the greatest mean is in
the 40+ segment and because of that we choose the 40+ segment as target
according to our survey results.
13
Descriptives
95% Confidence Interval for
Mean
N
fiyat beklentisi
konfor beklentisi
guvenlik beklentisi
yakit tuketimi beklentisi
servis hizmetleri beklentisi
hiz beklentisi
ikinci el piyasa beklentisi
dizayn beklentisi
bay
38
Mean
3,1842
Std. Deviation
1,03598
Std. Error
,16806
Lower Bound
2,8437
Upper Bound
3,5247
bayan
12
3,1667
1,40346
,40514
2,2750
4,0584
Total
50
3,1800
1,11922
,15828
2,8619
3,4981
bay
38
4,0789
1,17131
,19001
3,6939
4,4639
bayan
12
3,2500
1,21543
,35086
2,4778
4,0222
Total
50
3,8800
1,22291
,17295
3,5325
4,2275
bay
38
4,2368
1,07639
,17461
3,8830
4,5906
bayan
12
3,8333
1,02986
,29729
3,1790
4,4877
Total
50
4,1400
1,06924
,15121
3,8361
4,4439
bay
38
2,1316
,99107
,16077
1,8058
2,4573
bayan
12
2,7500
1,21543
,35086
1,9778
3,5222
Total
50
2,2800
1,06981
,15129
1,9760
2,5840
bay
38
4,0789
1,12422
,18237
3,7094
4,4485
bayan
12
3,5000
1,62369
,46872
2,4684
4,5316
Total
50
3,9400
1,26829
,17936
3,5796
4,3004
bay
38
3,6579
1,14553
,18583
3,2814
4,0344
bayan
12
3,7500
1,05529
,30464
3,0795
4,4205
Total
50
3,6800
1,11465
,15764
3,3632
3,9968
bay
38
3,2895
,89768
,14562
2,9944
3,5845
bayan
12
2,9167
1,16450
,33616
2,1768
3,6566
Total
50
3,2000
,96890
,13702
2,9246
3,4754
bay
38
4,0263
,99964
,16216
3,6977
4,3549
bayan
12
3,6667
1,37069
,39568
2,7958
4,5376
Total
50
3,9400
1,09563
,15495
3,6286
4,2514
14
ANOVA
Sum of
Squares
fiyat beklentisi
konfor beklentisi
guvenlik beklentisi
yakit tuketimi beklentisi
servis hizmetleri beklentisi
hiz beklentisi
ikinci el piyasa beklentisi
dizayn beklentisi
Between Groups
df
Mean Square
,003
1
,003
Within Groups
61,377
48
1,279
Total
61,380
49
6,267
1
6,267
Within Groups
67,013
48
1,396
Total
73,280
49
Between Groups
Between Groups
1,485
1
1,485
Within Groups
54,535
48
1,136
Total
56,020
49
Between Groups
3,488
1
3,488
Within Groups
52,592
48
1,096
Total
56,080
49
Between Groups
3,057
1
3,057
Within Groups
75,763
48
1,578
Total
78,820
49
,077
1
,077
Within Groups
60,803
48
1,267
Total
60,880
49
Between Groups
Between Groups
1,268
1
1,268
Within Groups
44,732
48
,932
Total
46,000
49
Between Groups
1,180
1
1,180
Within Groups
57,640
48
1,201
Total
58,820
49
F
Sig.
,002
,963
4,489
,039
1,307
,259
3,183
,081
1,937
,170
,061
,806
1,360
,249
,982
,327
Here in this analyse we use the significance level 0,05. Then when we
look at to the ANOVA table we can see that comfort expectation has a
significance level 0,039 which is smaller than our significance level. This means
that there is a significance relationship between comfort expectation and gender.
After that when we look at to the descriptives table we see the male and female
segments and their means. According to that table male has the greater mean and
that’s why we choose males as the target markets.
15
Descriptives
95% Confidence Interva
Mean
N
fiyat beklentisi
konfor beklentisi
guvenlik beklentisi
yakit tuketimi beklentisi
servis hizmetleri beklentisi
5
Mean
3,6000
Std. Deviation
1,67332
Std. Error
,74833
Lower Bound
1,5223
Upper B
5
lise
15
3,4667
,99043
,25573
2,9182
4
lisans
20
2,9500
1,19097
,26631
2,3926
3
yuksek lisans
10
3,0000
,81650
,25820
2,4159
3
Total
50
3,1800
1,11922
,15828
2,8619
3
5
2,8000
1,78885
,80000
,5788
5
lise
15
3,6667
1,29099
,33333
2,9517
4
lisans
20
4,0000
1,07606
,24061
3,4964
4
yuksek lisans
10
4,5000
,70711
,22361
3,9942
5
Total
50
3,8800
1,22291
,17295
3,5325
4
5
3,8000
,83666
,37417
2,7611
4
lise
15
3,8000
1,32017
,34087
3,0689
4
lisans
20
4,2000
1,00525
,22478
3,7295
4
yuksek lisans
10
4,7000
,67495
,21344
4,2172
5
Total
50
4,1400
1,06924
,15121
3,8361
4
5
1,8000
1,09545
,48990
,4398
3
lise
15
2,2667
1,22280
,31573
1,5895
2
lisans
20
2,3500
,81273
,18173
1,9696
2
yuksek lisans
10
2,4000
1,34990
,42687
1,4343
3
Total
50
2,2800
1,06981
,15129
1,9760
2
5
4,2000
1,30384
,58310
2,5811
5
lise
15
4,2667
1,09978
,28396
3,6576
4
lisans
20
3,5500
1,31689
,29447
2,9337
4
yuksek lisans
10
4,1000
1,37032
,43333
3,1197
5
50
3,9400
1,26829
,17936
3,5796
4
1,64317
,73485
1,1597
5
ilkogretim
ilkogretim
ilkogretim
ilkogretim
ilkogretim
Total
hiz beklentisi
ikinci el piyasa beklentisi
dizayn beklentisi
ilkogretim
5
3,2000
lise
15
4,3333
,72375
,18687
3,9325
4
lisans
20
3,2000
1,00525
,22478
2,7295
3
yuksek lisans
10
3,9000
1,10050
,34801
3,1127
4
Total
50
3,6800
1,11465
,15764
3,3632
3
ilkogretim
5
3,8000
1,30384
,58310
2,1811
5
lise
15
2,8000
,94112
,24300
2,2788
3
lisans
20
3,4000
,88258
,19735
2,9869
3
yuksek lisans
10
3,1000
,87560
,27689
2,4736
3
Total
50
3,2000
,96890
,13702
2,9246
3
ilkogretim
5
3,4000
1,34164
,60000
1,7341
5
lise
15
4,0667
1,09978
,28396
3,4576
4
lisans
20
4,0500
,88704
,19835
3,6349
4
yuksek lisans
10
3,8000
1,39841
,44222
2,7996
4
Total
50
3,9400
1,09563
,15495
3,6286
4
16
ANOVA
Sum of
Squares
fiyat beklentisi
konfor beklentisi
guvenlik beklentisi
yakit tuketimi beklentisi
servis hizmetleri beklentisi
hiz beklentisi
ikinci el piyasa beklentisi
dizayn beklentisi
Between Groups
df
Mean Square
3,497
3
1,166
Within Groups
57,883
46
1,258
Total
61,380
49
Between Groups
10,647
3
3,549
Within Groups
62,633
46
1,362
Total
73,280
49
Between Groups
5,520
3
1,840
Within Groups
50,500
46
1,098
Total
56,020
49
Between Groups
1,397
3
,466
Within Groups
54,683
46
1,189
Total
56,080
49
Between Groups
5,237
3
1,746
Within Groups
73,583
46
1,600
Total
78,820
49
Between Groups
12,647
3
4,216
Within Groups
48,233
46
1,049
Total
60,880
49
Between Groups
5,100
3
1,700
Within Groups
40,900
46
,889
Total
46,000
49
Between Groups
2,137
3
,712
Within Groups
56,683
46
1,232
Total
58,820
49
F
Sig.
,926
,436
2,606
,063
1,676
,185
,392
,760
1,091
,362
4,020
,013
1,912
,141
,578
,632
We use 0,05 as the significance level in this analyse and expectation of
speed has 0,013 significance level which is smaller than the base significance
level. We can conclude that there is a statistically significant relationship
between expectation of speed and educational level. Then when we look at
descriptive table we contribute that high school graduates have the greaer mean
and that’s why we choose this segment as the target markets.
17
ANOVA
Sum of
Squares
fiyat beklentisi
konfor beklentisi
guvenlik beklentisi
yakit tuketimi beklentisi
servis hizmetleri beklentisi
hiz beklentisi
ikinci el piyasa beklentisi
dizayn beklentisi
Between Groups
df
Mean Square
,845
2
,422
Within Groups
60,535
47
1,288
Total
61,380
49
,161
2
,081
Within Groups
73,119
47
1,556
Total
73,280
49
Between Groups
Between Groups
2,785
2
1,392
Within Groups
53,235
47
1,133
Total
56,020
49
Between Groups
,461
2
,231
Within Groups
55,619
47
1,183
Total
56,080
49
Between Groups
2,820
2
1,410
Within Groups
76,000
47
1,617
Total
78,820
49
6,005
2
3,003
Within Groups
54,875
47
1,168
Total
60,880
49
Between Groups
Between Groups
,400
2
,200
Within Groups
45,600
47
,970
Total
46,000
49
Between Groups
,420
2
,210
Within Groups
58,400
47
1,243
Total
58,820
49
F
Sig.
,328
,722
,052
,950
1,229
,302
,195
,824
,872
,425
2,572
,087
,206
,814
,169
,845
According to this ANOVA table we can conclude that there isn’t any
significance value smaller than based significance level 0,05. So we can
contribute to that there is no statistically significant relationship between any of
these expactations and marital status.
18
Descriptives
95% Confidence Inter
Mean
N
fiyat beklentisi
2
Mean
3,5000
Std. Deviation
,70711
Std. Error
,50000
Lower Bound
-2,8531
3.000-5.000 ytl
18
3,2778
1,17851
,27778
2,6917
5.000-10.000 ytl
24
3,2083
1,02062
,20833
2,7774
6
2,6667
1,50555
,61464
1,0867
50
3,1800
1,11922
,15828
2,8619
2
2,5000
,70711
,50000
-3,8531
3.000-5.000 ytl
18
4,0000
1,23669
,29149
3,3850
5.000-10.000 ytl
24
4,0833
1,05981
,21633
3,6358
6
3,1667
1,60208
,65405
1,4854
50
3,8800
1,22291
,17295
3,5325
2
2,5000
,70711
,50000
-3,8531
3.000-5.000 ytl
18
4,0556
1,05564
,24882
3,5306
5.000-10.000 ytl
24
4,4583
,93153
,19015
4,0650
6
3,6667
1,21106
,49441
2,3957
50
4,1400
1,06924
,15121
3,8361
2
2,5000
,70711
,50000
-3,8531
3.000-5.000 ytl
18
2,5000
1,29479
,30518
1,8561
5.000-10.000 ytl
24
2,1250
,94696
,19330
1,7251
6
2,1667
,98319
,40139
1,1349
50
2,2800
1,06981
,15129
1,9760
2
4,5000
,70711
,50000
-1,8531
3.000-5.000 ytl
18
3,8889
1,27827
,30129
3,2532
5.000-10.000 ytl
24
4,2083
1,17877
,24061
3,7106
6
2,8333
1,32916
,54263
1,4385
50
3,9400
1,26829
,17936
3,5796
3.000 ytl alti
10.000 ytl ustu
Total
konfor beklentisi
3.000 ytl alti
10.000 ytl ustu
Total
guvenlik beklentisi
3.000 ytl alti
10.000 ytl ustu
Total
yakit tuketimi beklentisi
3.000 ytl alti
10.000 ytl ustu
Total
servis hizmetleri beklentisi
3.000 ytl alti
10.000 ytl ustu
Total
hiz beklentisi
3.000 ytl alti
2
4,0000
,00000
,00000
4,0000
3.000-5.000 ytl
18
3,4444
1,24722
,29397
2,8242
5.000-10.000 ytl
24
3,7917
1,14129
,23296
3,3097
10.000 ytl ustu
Total
ikinci el piyasa beklentisi
3.000 ytl alti
3,8333
,75277
,30732
3,0433
3,6800
1,11465
,15764
3,3632
2
1,5000
,70711
,50000
-4,8531
3.000-5.000 ytl
18
3,1667
,92355
,21768
2,7074
5.000-10.000 ytl
24
3,2917
,85867
,17528
2,9291
10.000 ytl ustu
Total
dizayn beklentisi
6
50
3.000 ytl alti
6
3,5000
1,22474
,50000
2,2147
50
3,2000
,96890
,13702
2,9246
2
3,5000
2,12132
1,50000
-15,5593
3.000-5.000 ytl
18
4,1667
,85749
,20211
3,7402
5.000-10.000 ytl
24
3,7500
1,25974
,25714
3,2181
6
4,1667
,75277
,30732
3,3767
50
3,9400
1,09563
,15495
3,6286
10.000 ytl ustu
Total
19
Uppe
ANOVA
Sum of
Squares
fiyat beklentisi
konfor beklentisi
guvenlik beklentisi
yakit tuketimi beklentisi
servis hizmetleri beklentisi
hiz beklentisi
ikinci el piyasa beklentisi
dizayn beklentisi
Between Groups
df
Mean Square
1,977
3
,659
Within Groups
59,403
46
1,291
Total
61,380
49
8,113
3
2,704
Within Groups
65,167
46
1,417
Total
73,280
49
Between Groups
Between Groups
9,284
3
3,095
Within Groups
46,736
46
1,016
Total
56,020
49
Between Groups
1,622
3
,541
Within Groups
54,458
46
1,184
Total
56,080
49
Between Groups
9,751
3
3,250
Within Groups
69,069
46
1,502
Total
78,820
49
1,644
3
,548
Within Groups
59,236
46
1,288
Total
60,880
49
Between Groups
Between Groups
6,542
3
2,181
Within Groups
39,458
46
,858
Total
46,000
49
Between Groups
2,487
3
,829
Within Groups
56,333
46
1,225
Total
58,820
49
F
Sig.
,510
,677
1,909
,141
3,046
,038
,457
,714
2,165
,105
,426
,736
2,542
,068
,677
,571
We use again the significance level 0,05 here in this analyse. And then
when we look at to ANOVA table we see that security expectations have smaller
significance level 0,038 than our original significance level. So we contribute to
that there is statistically significant relationship between security expectation
and monthly income level. And if we look at to descriptive table we see that
security expectation has the greatest mean in the 5,000-10,000 ytl segment.
Because of this we choose this segment as target markets for monthly income
level for our respondents.
20
IDENTFYING THE MOST IMPORTANT SEGMENTATION VARIABLE
Paired Samples Test
Paired Differences
95% Confidence Interval
of the Difference
Mean
Pair 1
fiyat beklentisi - fiyat
memnuniyeti
Pair 2
konfor beklentisi - konfor
memnuniyeti
Pair 3
Pair 4
Pair 5
Std. Deviation
Std. Error
Mean
Lower
Upper
t
df
Sig. (2-tailed)
,88000
1,72189
,24351
,39064
1,36936
3,614
49
,001
-,40000
1,69031
,23905
-,88038
,08038
-1,673
49
,101
guvenlik beklentisi guvenlik memnuniyeti
,08000
1,52315
,21541
-,35288
,51288
,371
49
,712
yakit tuketimi beklentisi yakit tuketimi
memnuniyeti
,06000
1,49024
,21075
-,36352
,48352
,285
49
,777
servis hizmetleri
beklentisi - servis
hizmetleri memnuniyeti
,34000
1,67344
,23666
-,13559
,81559
1,437
49
,157
Pair 6
hiz beklentisi - hiz
memnuniyeti
-,58000
1,38638
,19606
-,97400
-,18600
-2,958
49
,005
Pair 7
ikinci el piyasa beklentisi ikinci el piyasa
memnuniyeti
-,54000
1,26507
,17891
-,89953
-,18047
-3,018
49
,004
dizayn beklentisi - dizayn
memnuniyeti
,20000
1,45686
,20603
-,21404
,61404
,971
49
,336
Pair 8
21
Paired Samples Correlations
N
Correlation
Sig.
Pair 1
fiyat beklentisi & fiyat
memnuniyeti
50
-,277
,052
Pair 2
konfor beklentisi & konfor
memnuniyeti
50
-,222
,122
Pair 3
guvenlik beklentisi &
guvenlik memnuniyeti
50
,027
,852
Pair 4
yakit tuketimi beklentisi &
yakit tuketimi
memnuniyeti
50
,113
,434
servis hizmetleri
beklentisi & servis
hizmetleri memnuniyeti
50
-,034
,816
Pair 6
hiz beklentisi & hiz
memnuniyeti
50
,100
,489
Pair 7
ikinci el piyasa beklentisi
& ikinci el piyasa
memnuniyeti
50
,162
,260
dizayn beklentisi & dizayn
memnuniyeti
50
,075
,604
Pair 5
Pair 8
In order to identify the most important segmentation variable first we have to
compare all the criteria’s expectations and satisfactions by using the paired sample
test. In that table we see that three criteria have statistically significant relationship
with each other. But when we look into paired samples correlations table we see that
second hand criteria has the greatest correlation. That’s why we choose this criteria
for identifying the most important segmentation variable.
ANOVA
ikinci el piyasa beklentisi
Sum of
Squares
Between Groups
df
Mean Square
6,542
3
2,181
Within Groups
39,458
46
,858
Total
46,000
49
F
2,542
Sig.
,068
And according to this table we conclude that there is statistically significant
relationship between second hand criteria and monthly income level. Since it has a
significance level 0,068 smaller than our based signifiaücance level 0,07.
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DEVELOPING THE POSITIONING STATEMENT
The most important need of our target market’s is security. BMW got 5 star from the
security tests of EuroCar with its all models.
DEVELOPING THE POSITIONING STATEMENT OF BMW
The most important need of the BMW’s target market is performance. In this
direction BMW uses the new improved engine which has 507hp in their M5 and M6
models.(By the way BMW’s target markets that are determined by itself can be
listed such as: Age between 35-45, male, married and family size of 3-4, university
graduate, and 4,000-8,000 monthly income level)
THE MOST IMPORTANT ENVIRONMENTAL FACTORS AFFECT
CONSUMERS BUYING BEHAVIOR
We select personal factors from the factors that can effect consumer buying
behavior.
Economic conditions, life styles, occupation, age and personal features are the
personal factors’ subset. According to us economic conditions and personal features
are the most environmental influencer both externally and internally.When people
decide to buy a car, they determine the buying process. The first stage of this process
is selecting the most suitable cars. Personal features strongly affects this stage.
Furthermore they determine the price range which is most suitable to their economic
conditions. We select the personal factors because of these two factors are included
in personal factors.
CUSTOMER WELFARE
BMW Turkey donated money to SİGARAYLA SAVAŞANLAR DERNEĞİ
for childeren to prevent them from smoking cigarettes. The first catalyst automobile
has been exported to prevent air pollution. They started to traffic education
campaigns at primary schools.
23