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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 m

2 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.

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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 SALES1984 2201985 4231986 3771987 6511988 4911989 11551990 20781991 14941992 12501993 25171994 10891995 11161996 23821997 38651998 37501999 22162000 46832001 12482002 27502003 36182004 34232005

(FROM JANUARY TO OCTOBER)3281

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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 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

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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

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 540i Sedan - 2006 8 silindir (V8)-4000cc 306 Kurş. 98 112.991 183.227


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 530xd Sedan - 2006 6 silindir (sıralı)-2993cc 231 Dizel 103.209 167.364





BMW 760i Sedan - 2006 12 silindir (V12 )-5972cc 445 Kurş. 98 230.351 373.536


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

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HIGH

MARKET GROWTH

LOW

STARS

3 SERIES

QUESTION MARK

1 SERIESCASH COWS

5 SERIES

DOGS

7 SERIESHIGH LOW

MARKET SHAREWe 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

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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.

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 PRODUCT NEW PRODUCT

EXISTING MARKET

MARKET PENETRATION

The continuous sales of 3 Series

PRODUCT DEVELOPMENT

The throwing on the market of M6 model in

this year

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NEW MARKETS

MARKET DEVELOPMENT

China Market

DIVERSIFICATION

The production of motorcycle from BMW

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.

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.

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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.

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’ long-run 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 MeanStd.

Deviationfiyat beklentisi 50 1,00 5,00 3,1800 1,11922

konfor beklentisi 50 1,00 5,00 3,8800 1,22291guvenlik beklentisi 50 1,00 5,00 4,1400 1,06924

yakit tuketimi beklentisi 50 1,00 5,00 2,2800 1,06981

servis hizmetleri beklentisi 50 1,00 5,00 3,9400 1,26829

hiz beklentisi 50 1,00 5,00 3,6800 1,11465ikinci el piyasa

beklentisi 50 1,00 5,00 3,2000 ,96890dizayn beklentisi 50 1,00 5,00 3,9400 1,09563

fiyat memnuniyeti 50 1,00 5,00 2,3000 1,03510konfor memnuniyeti 50 1,00 5,00 4,2800 ,92670

guvenlik memnuniyeti 50 1,00 5,00 4,0600 1,11410yakit tuketimi memnuniyeti 50 1,00 5,00 2,2200 1,16567

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servis hizmetleri memnuniyeti 50 1,00 5,00 3,6000 1,04978

hiz memnuniyeti 50 1,00 5,00 4,2600 ,94351ikinci el piyasa memnuniyeti 50 1,00 5,00 3,7400 ,98582

dizayn memnuniyeti 50 1,00 5,00 3,7400 1,04608Valid N (listwise) 50

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.

FREQUENCIES OF OUR SURVEY RESULTS

yas

Frequenc

y PercentValid

PercentCumulative

PercentValid 18-25 12 24,0 24,0 24,0

25-30 20 40,0 40,0 64,030-40 15 30,0 30,0 94,040+ 3 6,0 6,0 100,0Total 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

Frequenc

y PercentValid

PercentCumulative

PercentValid bay 38 76,0 76,0 76,0

bayan 12 24,0 24,0 100,0Total 50 100,0 100,0

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

Frequenc

y PercentValid

PercentCumulative

PercentValid ilkogretim 5 10,0 10,0 10,0

lise 15 30,0 30,0 40,0

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lisans 20 40,0 40,0 80,0yuksek lisans 10 20,0 20,0 100,0Total 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

Frequenc

y PercentValid

PercentCumulative

PercentValid evli 32 64,0 64,0 64,0

bekar 15 30,0 30,0 94,0dul 3 6,0 6,0 100,0Total 50 100,0 100,0

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 düzeyiFrequenc

y PercentValid

PercentCumulative

PercentValid 3.000 ytl alti 2 4,0 4,0 4,0

3.000-5.000 ytl 18 36,0 36,0 40,05.000-10.000 ytl 24 48,0 48,0 88,010.000 ytl ustu 6 12,0 12,0 100,0Total 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

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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.

AGE GENDER MARITAL STATUS

EDUCATION LEVEL

FAMILY SIZE

MONTHLY INCOME LEVELS

-25 MALE MARRIEDPRIMARY SCHOOL

GRADUATE1–2 -2.000 YTL

25-35 FEMALE SINGLESECONDARY

SCHOOL GRADUATE

3-4 2.000-4.000 YTL

35-45 WIDOWEDHIGH

SCHOOL GRADUATE

5+ 4.000-8.000 YTL

45+ UNIVERSITY GRADUATE 8.000+ YTL

MASTER DEGREE

We specify our demographic variables in the survey as shown in the table below:

AGE GENDER MARITAL STATUS

EDUCATION LEVEL

MONTHLY INCOME LEVELS

18-25 MALE MARRIEDPRIMARY

EDUCATION GRADUATE

-3.000 YTL

25-30 FEMALE SINGLEHIGH

SCHOOL GRADUATE

3.000-5.000 YTL

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30-40 WIDOWED UNIVERSITY GRADUATE

5.000-10.000 YTL

40+ MASTER DEGREE 10.000+ YTL

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:

Descriptives

N MeanStd.

Deviation Std. Error

95% Confidence Interval for Mean

Lower Bound Upper Boundfiyat beklentisi 18-25 12 3,0000 ,95346 ,27524 2,3942 3,6058

25-30 20 2,9500 1,31689 ,29447 2,3337 3,566330-40 15 3,3333 ,81650 ,21082 2,8812 3,785540+ 3 4,6667 ,57735 ,33333 3,2324 6,1009Total 50 3,1800 1,11922 ,15828 2,8619 3,4981

konfor beklentisi 18-25 12 4,2500 ,96531 ,27866 3,6367 4,863325-30 20 3,9500 1,14593 ,25624 3,4137 4,486330-40 15 3,3333 1,44749 ,37374 2,5317 4,134940+ 3 4,6667 ,57735 ,33333 3,2324 6,1009Total 50 3,8800 1,22291 ,17295 3,5325 4,2275

guvenlik beklentisi 18-25 12 4,0833 1,08362 ,31282 3,3948 4,771825-30 20 4,3500 ,87509 ,19568 3,9404 4,759630-40 15 3,8000 1,32017 ,34087 3,0689 4,531140+ 3 4,6667 ,57735 ,33333 3,2324 6,1009Total 50 4,1400 1,06924 ,15121 3,8361 4,4439

yakit tuketimi beklentisi

18-25 12 2,3333 1,15470 ,33333 1,5997 3,067025-30 20 2,3500 1,03999 ,23255 1,8633 2,836730-40 15 2,0000 ,92582 ,23905 1,4873 2,512740+ 3 3,0000 1,73205 1,00000 -1,3027 7,3027Total 50 2,2800 1,06981 ,15129 1,9760 2,5840

servis hizmetleri beklentisi

18-25 12 3,5833 1,37895 ,39807 2,7072 4,459525-30 20 3,9000 1,37267 ,30694 3,2576 4,542430-40 15 4,2667 1,09978 ,28396 3,6576 4,875740+ 3 4,0000 1,00000 ,57735 1,5159 6,4841Total

50 3,9400 1,26829 ,17936 3,5796 4,3004hiz beklentisi 18-25 12 3,5000 1,24316 ,35887 2,7101 4,2899

25-30 20 3,6500 1,18210 ,26433 3,0968 4,203230-40 15 3,8000 1,01419 ,26186 3,2384 4,361640+ 3 4,0000 1,00000 ,57735 1,5159 6,4841

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Total 50 3,6800 1,11465 ,15764 3,3632 3,9968ikinci el piyasa beklentisi

18-25 12 3,5000 ,90453 ,26112 2,9253 4,074725-30 20 3,0500 ,94451 ,21120 2,6080 3,492030-40 15 3,2000 1,08233 ,27946 2,6006 3,799440+ 3 3,0000 1,00000 ,57735 ,5159 5,4841Total 50 3,2000 ,96890 ,13702 2,9246 3,4754

dizayn beklentisi 18-25 12 4,0833 1,31137 ,37856 3,2501 4,916525-30 20 4,1500 ,81273 ,18173 3,7696 4,530430-40 15 3,7333 1,03280 ,26667 3,1614 4,305340+ 3 3,0000 2,00000 1,15470 -1,9683 7,9683Total 50 3,9400 1,09563 ,15495 3,6286 4,2514

ANOVA

Sum of Squares df

Mean Square F Sig.

fiyat beklentisi Between Groups 8,430 3 2,810 2,441 ,076Within Groups 52,950 46 1,151Total 61,380 49

konfor beklentisi Between Groups 8,080 3 2,693 1,900 ,143Within Groups 65,200 46 1,417Total 73,280 49

guvenlik beklentisi Between Groups 3,487 3 1,162 1,018 ,394Within Groups 52,533 46 1,142Total 56,020 49


Between Groups 2,863 3 ,954 ,825 ,487Within Groups 53,217 46 1,157Total 56,080 49


Between Groups 3,170 3 1,057 ,643 ,592Within Groups 75,650 46 1,645Total 78,820 49

hiz beklentisi Between Groups ,930 3 ,310 ,238 ,869Within Groups 59,950 46 1,303Total 60,880 49

ikinci el piyasa beklentisi

Between Groups 1,650 3 ,550 ,570 ,637Within Groups 44,350 46 ,964Total 46,000 49

dizayn beklentisi Between Groups 4,420 3 1,473 1,246 ,304Within Groups 54,400 46 1,183Total 58,820 49

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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.

Descriptives

N MeanStd.



Lower Bound Upper Boundfiyat beklentisi bay 38 3,1842 1,03598 ,16806 2,8437 3,5247

bayan 12 3,1667 1,40346 ,40514 2,2750 4,0584Total 50 3,1800 1,11922 ,15828 2,8619 3,4981

konfor beklentisi bay 38 4,0789 1,17131 ,19001 3,6939 4,4639bayan 12 3,2500 1,21543 ,35086 2,4778 4,0222Total 50 3,8800 1,22291 ,17295 3,5325 4,2275

guvenlik beklentisi bay 38 4,2368 1,07639 ,17461 3,8830 4,5906bayan 12 3,8333 1,02986 ,29729 3,1790 4,4877Total 50 4,1400 1,06924 ,15121 3,8361 4,4439


bay 38 2,1316 ,99107 ,16077 1,8058 2,4573bayan 12 2,7500 1,21543 ,35086 1,9778 3,5222Total 50 2,2800 1,06981 ,15129 1,9760 2,5840


bay 38 4,0789 1,12422 ,18237 3,7094 4,4485bayan 12 3,5000 1,62369 ,46872 2,4684 4,5316Total 50 3,9400 1,26829 ,17936 3,5796 4,3004

hiz beklentisi bay 38 3,6579 1,14553 ,18583 3,2814 4,0344bayan 12 3,7500 1,05529 ,30464 3,0795 4,4205Total 50 3,6800 1,11465 ,15764 3,3632 3,9968


bay 38 3,2895 ,89768 ,14562 2,9944 3,5845bayan 12 2,9167 1,16450 ,33616 2,1768 3,6566Total 50 3,2000 ,96890 ,13702 2,9246 3,4754

dizayn beklentisi bay 38 4,0263 ,99964 ,16216 3,6977 4,3549bayan 12 3,6667 1,37069 ,39568 2,7958 4,5376Total 50 3,9400 1,09563 ,15495 3,6286 4,2514

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ANOVA

Sum of Squares df

Mean Square F Sig.

fiyat beklentisi Between Groups ,003 1 ,003 ,002 ,963Within Groups 61,377 48 1,279Total 61,380 49




Between Groups 3,488 1 3,488 3,183 ,081Within Groups 52,592 48 1,096Total 56,080 49



hiz beklentisi Between Groups ,077 1 ,077 ,061 ,806Within Groups 60,803 48 1,267Total 60,880 49


Between Groups 1,268 1 1,268 1,360 ,249Within Groups 44,732 48 ,932Total 46,000 49

dizayn beklentisi Between 1,180 1 1,180 ,982 ,327

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GroupsWithin Groups 57,640 48 1,201Total 58,820 49

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.

Descriptives

N MeanStd.



Lower Bound Upper Boundfiyat beklentisi ilkogretim 5 3,6000 1,67332 ,74833 1,5223 5,6777

lise 15 3,4667 ,99043 ,25573 2,9182 4,0151lisans 20 2,9500 1,19097 ,26631 2,3926 3,5074yuksek lisans 10 3,0000 ,81650 ,25820 2,4159 3,5841Total 50 3,1800 1,11922 ,15828 2,8619 3,4981

konfor beklentisi ilkogretim 5 2,8000 1,78885 ,80000 ,5788 5,0212lise 15 3,6667 1,29099 ,33333 2,9517 4,3816lisans 20 4,0000 1,07606 ,24061 3,4964 4,5036yuksek lisans 10 4,5000 ,70711 ,22361 3,9942 5,0058Total 50 3,8800 1,22291 ,17295 3,5325 4,2275

guvenlik beklentisi ilkogretim 5 3,8000 ,83666 ,37417 2,7611 4,8389lise 15 3,8000 1,32017 ,34087 3,0689 4,5311lisans 20 4,2000 1,00525 ,22478 3,7295 4,6705yuksek lisans 10 4,7000 ,67495 ,21344 4,2172 5,1828Total 50 4,1400 1,06924 ,15121 3,8361 4,4439


ilkogretim 5 1,8000 1,09545 ,48990 ,4398 3,1602lise 15 2,2667 1,22280 ,31573 1,5895 2,9438lisans 20 2,3500 ,81273 ,18173 1,9696 2,7304yuksek lisans 10 2,4000 1,34990 ,42687 1,4343 3,3657Total 50 2,2800 1,06981 ,15129 1,9760 2,5840

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ilkogretim 5 4,2000 1,30384 ,58310 2,5811 5,8189lise 15 4,2667 1,09978 ,28396 3,6576 4,8757lisans 20 3,5500 1,31689 ,29447 2,9337 4,1663yuksek lisans 10 4,1000 1,37032 ,43333 3,1197 5,0803Total

50 3,9400 1,26829 ,17936 3,5796 4,3004hiz beklentisi ilkogretim 5 3,2000 1,64317 ,73485 1,1597 5,2403

lise 15 4,3333 ,72375 ,18687 3,9325 4,7341lisans 20 3,2000 1,00525 ,22478 2,7295 3,6705yuksek lisans 10 3,9000 1,10050 ,34801 3,1127 4,6873Total 50 3,6800 1,11465 ,15764 3,3632 3,9968


ilkogretim 5 3,8000 1,30384 ,58310 2,1811 5,4189lise 15 2,8000 ,94112 ,24300 2,2788 3,3212lisans 20 3,4000 ,88258 ,19735 2,9869 3,8131yuksek lisans 10 3,1000 ,87560 ,27689 2,4736 3,7264Total 50 3,2000 ,96890 ,13702 2,9246 3,4754

dizayn beklentisi ilkogretim 5 3,4000 1,34164 ,60000 1,7341 5,0659lise 15 4,0667 1,09978 ,28396 3,4576 4,6757lisans 20 4,0500 ,88704 ,19835 3,6349 4,4651yuksek lisans 10 3,8000 1,39841 ,44222 2,7996 4,8004Total 50 3,9400 1,09563 ,15495 3,6286 4,2514

ANOVA

Sum of Squares df

Mean Square F Sig.

fiyat beklentisi Between Groups 3,497 3 1,166 ,926 ,436Within Groups 57,883 46 1,258Total 61,380 49







hiz beklentisi Between Groups 12,647 3 4,216 4,020 ,013Within Groups 48,233 46 1,049Total 60,880 49

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dizayn beklentisi Between Groups 2,137 3 ,712 ,578 ,632Within Groups 56,683 46 1,232Total 58,820 49

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.

ANOVA

Sum of Squares df

Mean Square F Sig.

fiyat beklentisi Between Groups ,845 2 ,422 ,328 ,722Within Groups 60,535 47 1,288Total 61,380 49

konfor beklentisi Between Groups ,161 2 ,081 ,052 ,950Within Groups 73,119 47 1,556Total 73,280 49



Between Groups ,461 2 ,231 ,195 ,824Within Groups 55,619 47 1,183Total 56,080 49


Between Groups 2,820 2 1,410 ,872 ,425Within Groups 76,000 47 1,617

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Total 78,820 49hiz beklentisi Between

Groups 6,005 2 3,003 2,572 ,087Within Groups 54,875 47 1,168Total 60,880 49


Between Groups ,400 2 ,200 ,206 ,814Within Groups 45,600 47 ,970Total 46,000 49

dizayn beklentisi Between Groups ,420 2 ,210 ,169 ,845Within Groups 58,400 47 1,243Total 58,820 49

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.

Descriptives

N MeanStd.



Lower Bound Upper Boundfiyat beklentisi 3.000 ytl alti 2 3,5000 ,70711 ,50000 -2,8531

3.000-5.000 ytl 18 3,2778 1,17851 ,27778 2,69175.000-10.000 ytl 24 3,2083 1,02062 ,20833 2,777410.000 ytl ustu 6 2,6667 1,50555 ,61464 1,0867Total 50 3,1800 1,11922 ,15828 2,8619

konfor beklentisi 3.000 ytl alti 2 2,5000 ,70711 ,50000 -3,85313.000-5.000 ytl 18 4,0000 1,23669 ,29149 3,38505.000-10.000 ytl 24 4,0833 1,05981 ,21633 3,635810.000 ytl ustu 6 3,1667 1,60208 ,65405 1,4854Total 50 3,8800 1,22291 ,17295 3,5325

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guvenlik beklentisi 3.000 ytl alti 2 2,5000 ,70711 ,50000 -3,85313.000-5.000 ytl 18 4,0556 1,05564 ,24882 3,53065.000-10.000 ytl 24 4,4583 ,93153 ,19015 4,065010.000 ytl ustu 6 3,6667 1,21106 ,49441 2,3957Total 50 4,1400 1,06924 ,15121 3,8361


3.000 ytl alti 2 2,5000 ,70711 ,50000 -3,85313.000-5.000 ytl 18 2,5000 1,29479 ,30518 1,85615.000-10.000 ytl 24 2,1250 ,94696 ,19330 1,725110.000 ytl ustu 6 2,1667 ,98319 ,40139 1,1349Total 50 2,2800 1,06981 ,15129 1,9760


3.000 ytl alti 2 4,5000 ,70711 ,50000 -1,8531 10,85313.000-5.000 ytl 18 3,8889 1,27827 ,30129 3,25325.000-10.000 ytl 24 4,2083 1,17877 ,24061 3,710610.000 ytl ustu 6 2,8333 1,32916 ,54263 1,4385Total

50 3,9400 1,26829 ,17936 3,5796hiz beklentisi 3.000 ytl alti 2 4,0000 ,00000 ,00000 4,0000

3.000-5.000 ytl 18 3,4444 1,24722 ,29397 2,82425.000-10.000 ytl 24 3,7917 1,14129 ,23296 3,309710.000 ytl ustu 6 3,8333 ,75277 ,30732 3,0433Total 50 3,6800 1,11465 ,15764 3,3632


3.000 ytl alti 2 1,5000 ,70711 ,50000 -4,85313.000-5.000 ytl 18 3,1667 ,92355 ,21768 2,70745.000-10.000 ytl 24 3,2917 ,85867 ,17528 2,929110.000 ytl ustu 6 3,5000 1,22474 ,50000 2,2147Total 50 3,2000 ,96890 ,13702 2,9246

dizayn beklentisi 3.000 ytl alti 2 3,5000 2,12132 1,50000 -15,5593 22,55933.000-5.000 ytl 18 4,1667 ,85749 ,20211 3,74025.000-10.000 ytl 24 3,7500 1,25974 ,25714 3,218110.000 ytl ustu 6 4,1667 ,75277 ,30732 3,3767Total 50 3,9400 1,09563 ,15495 3,6286

ANOVA

Sum of Squares df

Mean Square F Sig.

fiyat beklentisi Between Groups 1,977 3 ,659 ,510 ,677Within Groups 59,403 46 1,291Total 61,380 49

konfor beklentisi Between Groups 8,113 3 2,704 1,909 ,141Within Groups 65,167 46 1,417

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Total 73,280 49guvenlik beklentisi Between

Groups 9,284 3 3,095 3,046 ,038Within Groups 46,736 46 1,016Total 56,020 49





hiz beklentisi Between Groups 1,644 3 ,548 ,426 ,736Within Groups 59,236 46 1,288Total 60,880 49



dizayn beklentisi Between Groups 2,487 3 ,829 ,677 ,571Within Groups 56,333 46 1,225Total 58,820 49

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.

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IDENTFYING THE MOST IMPORTANT SEGMENTATION VARIABLE

Paired Samples Test

Paired Differences

t dfSig. (2-tailed)Mean

Std. Deviation

Std. Error Mean

95% Confidence Interval of the

Difference

Lower UpperPair 1 fiyat beklentisi - fiyat

memnuniyeti ,88000 1,72189 ,24351 ,39064 1,36936 3,614 49 ,001Pair 2 konfor beklentisi -

konfor memnuniyeti -,40000 1,69031 ,23905 -,88038 ,08038 -1,673 49 ,101Pair 3 guvenlik beklentisi -

guvenlik memnuniyeti ,08000 1,52315 ,21541 -,35288 ,51288 ,371 49 ,712Pair 4 yakit tuketimi

beklentisi - yakit tuketimi memnuniyeti

,06000 1,49024 ,21075 -,36352 ,48352 ,285 49 ,777

Pair 5 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

Pair 8 dizayn beklentisi - dizayn memnuniyeti ,20000 1,45686 ,20603 -,21404 ,61404 ,971 49 ,336

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Paired Samples Correlations

N Correlation Sig.Pair 1 fiyat beklentisi & fiyat

memnuniyeti 50 -,277 ,052Pair 2 konfor beklentisi &

konfor memnuniyeti 50 -,222 ,122Pair 3 guvenlik beklentisi &

guvenlik memnuniyeti 50 ,027 ,852Pair 4 yakit tuketimi

beklentisi & yakit tuketimi memnuniyeti

50 ,113 ,434

Pair 5 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

Pair 8 dizayn beklentisi & dizayn memnuniyeti 50 ,075 ,604

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


Sum of Squares df

Mean Square F Sig.


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.

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