History of 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 2 formed in january of 1996. They established the building onto the 11.200 m 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 SALES 1984 220 1985 423 1986 377 1987 651 1988 491 1989 1155 1990 2078 1991 1494 1992 1250 1993 2517 1994 1089 1995 1116 1996 2382 1997 3865 1998 3750 1999 2216 2000 4683 2001 1248 2002 2750 2003 3618 2004 3423 2005 3281 (FROM JANUARY TO OCTOBER)

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 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 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

HIGH STARS QUESTION MARK

3 SERIES 1 SERIES MARKET CASH COWS DOGS GROWTH 5 SERIES 7 SERIES

4 LOW HIGH LOW

MARKET SHARE 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.

5 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

MARKET PRODUCT PENETRATION DEVELOPMENT

EXISTING MARKET The continuous sales of 3 The throwing on the Series market of M6 model in this year MARKET DIVERSIFICATION DEVELOPMENT

NEW MARKETS China Market The production of motorcycle from BMW

6 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.

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.

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

hiz beklentisi 50 1,00 5,00 3,6800 1,11465 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 yakit tuketimi memnuniyeti 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

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

8 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

Cumulative Frequency Percent Valid Percent Percent Valid 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

Cumulative Frequency Percent Valid Percent Percent Valid bay 38 76,0 76,0 76,0 bayan 12 24,0 24,0 100,0 Total 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

Cumulative Frequency Percent Valid Percent Percent Valid ilkogretim 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

Cumulative Frequency Percent Valid Percent Percent

9 Valid evli 32 64,0 64,0 64,0 bekar 15 30,0 30,0 94,0 dul 3 6,0 6,0 100,0 Total 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 düzeyi Cumulative Frequency Percent Valid Percent Percent Valid 3.000 ytl alti 2 4,0 4,0 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 10.000 ytl ustu 6 12,0 12,0 100,0 Total 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.

10 BMW Turkey gave us an information about how they specify their demographic variables.

MONTHLY MARITAL EDUCATION FAMILY AGE GENDER INCOME STATUS LEVEL SIZE LEVELS PRIMARY -25 MALE MARRIED SCHOOL 1–2 -2.000 YTL GRADUATE SECONDARY 2.000-4.000 25-35 FEMALE SINGLE SCHOOL 3-4 YTL GRADUATE HIGH 4.000-8.000 35-45 WIDOWED SCHOOL 5+ YTL GRADUATE UNIVERSITY 45+ 8.000+ YTL GRADUATE MASTER DEGREE

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

MONTHLY MARITAL EDUCATION AGE GENDER INCOME STATUS LEVEL LEVELS PRIMARY 18-25 MALE MARRIED EDUCATION -3.000 YTL GRADUATE HIGH 3.000-5.000 25-30 FEMALE SINGLE SCHOOL YTL GRADUATE UNIVERSITY 5.000-10.000 30-40 WIDOWED GRADUATE YTL MASTER 40+ 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

11 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

95% Confidence Interval for Mean

N Mean Std. Deviation Std. Error Lower Bound Upper Bound fiyat beklentisi 18-25 12 3,0000 ,95346 ,27524 2,3942 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 konfor beklentisi 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 guvenlik beklentisi 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 yakit tuketimi beklentisi 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 servis hizmetleri beklentisi 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 40+ 3 4,0000 1,00000 ,57735 1,5159 6,4841 Total 50 3,9400 1,26829 ,17936 3,5796 4,3004

hiz beklentisi 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 ikinci el piyasa beklentisi 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 dizayn beklentisi 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

12 ANOVA

Sum of Squares df Mean Square F Sig. fiyat beklentisi Between Groups 8,430 3 2,810 2,441 ,076 Within Groups 52,950 46 1,151 Total 61,380 49 konfor beklentisi Between Groups 8,080 3 2,693 1,900 ,143 Within Groups 65,200 46 1,417 Total 73,280 49 guvenlik beklentisi Between Groups 3,487 3 1,162 1,018 ,394 Within Groups 52,533 46 1,142 Total 56,020 49 yakit tuketimi beklentisi Between Groups 2,863 3 ,954 ,825 ,487 Within Groups 53,217 46 1,157 Total 56,080 49 servis hizmetleri beklentisi Between Groups 3,170 3 1,057 ,643 ,592 Within Groups 75,650 46 1,645 Total 78,820 49 hiz beklentisi Between Groups ,930 3 ,310 ,238 ,869 Within Groups 59,950 46 1,303 Total 60,880 49 ikinci el piyasa beklentisi Between Groups 1,650 3 ,550 ,570 ,637 Within Groups 44,350 46 ,964 Total 46,000 49 dizayn beklentisi Between Groups 4,420 3 1,473 1,246 ,304 Within Groups 54,400 46 1,183 Total 58,820 49

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

N Mean Std. Deviation Std. Error Lower Bound Upper Bound fiyat beklentisi bay 38 3,1842 1,03598 ,16806 2,8437 3,5247 bayan 12 3,1667 1,40346 ,40514 2,2750 4,0584 Total 50 3,1800 1,11922 ,15828 2,8619 3,4981 konfor beklentisi 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 guvenlik beklentisi 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 yakit tuketimi beklentisi 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 servis hizmetleri beklentisi 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 hiz beklentisi 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 ikinci el piyasa beklentisi 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 dizayn beklentisi 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 df Mean Square F Sig. fiyat beklentisi Between Groups ,003 1 ,003 ,002 ,963 Within Groups 61,377 48 1,279 Total 61,380 49 konfor beklentisi Between Groups 6,267 1 6,267 4,489 ,039 Within Groups 67,013 48 1,396 Total 73,280 49 guvenlik beklentisi Between Groups 1,485 1 1,485 1,307 ,259 Within Groups 54,535 48 1,136 Total 56,020 49 yakit tuketimi beklentisi Between Groups 3,488 1 3,488 3,183 ,081 Within Groups 52,592 48 1,096 Total 56,080 49 servis hizmetleri beklentisi Between Groups 3,057 1 3,057 1,937 ,170 Within Groups 75,763 48 1,578 Total 78,820 49 hiz beklentisi Between Groups ,077 1 ,077 ,061 ,806 Within Groups 60,803 48 1,267 Total 60,880 49 ikinci el piyasa beklentisi Between Groups 1,268 1 1,268 1,360 ,249 Within Groups 44,732 48 ,932 Total 46,000 49 dizayn beklentisi Between Groups 1,180 1 1,180 ,982 ,327 Within Groups 57,640 48 1,201 Total 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.

15 Descriptives

N Mean Std. Deviation Std. Error Lower Bound Upper Bound fiyat beklentisi ilkogretim 5 3,6000 1,67332 ,74833 1,5223 5,6777 lise 15 3,4667 ,99043 ,25573 2,9182 4,0151 lisans 20 2,9500 1,19097 ,26631 2,3926 3,5074 yuksek lisans 10 3,0000 ,81650 ,25820 2,4159 3,5841 Total 50 3,1800 1,11922 ,15828 2,8619 3,4981 konfor beklentisi ilkogretim 5 2,8000 1,78885 ,80000 ,5788 5,0212 lise 15 3,6667 1,29099 ,33333 2,9517 4,3816 lisans 20 4,0000 1,07606 ,24061 3,4964 4,5036 yuksek lisans 10 4,5000 ,70711 ,22361 3,9942 5,0058 Total 50 3,8800 1,22291 ,17295 3,5325 4,2275 guvenlik beklentisi ilkogretim 5 3,8000 ,83666 ,37417 2,7611 4,8389 lise 15 3,8000 1,32017 ,34087 3,0689 4,5311 lisans 20 4,2000 1,00525 ,22478 3,7295 4,6705 yuksek lisans 10 4,7000 ,67495 ,21344 4,2172 5,1828 Total 50 4,1400 1,06924 ,15121 3,8361 4,4439 yakit tuketimi beklentisi ilkogretim 5 1,8000 1,09545 ,48990 ,4398 3,1602 lise 15 2,2667 1,22280 ,31573 1,5895 2,9438 lisans 20 2,3500 ,81273 ,18173 1,9696 2,7304 yuksek lisans 10 2,4000 1,34990 ,42687 1,4343 3,3657 Total 50 2,2800 1,06981 ,15129 1,9760 2,5840 servis hizmetleri beklentisi ilkogretim 5 4,2000 1,30384 ,58310 2,5811 5,8189 lise 15 4,2667 1,09978 ,28396 3,6576 4,8757 lisans 20 3,5500 1,31689 ,29447 2,9337 4,1663 yuksek lisans 10 4,1000 1,37032 ,43333 3,1197 5,0803 Total 50 3,9400 1,26829 ,17936 3,5796 4,3004 hiz beklentisi ilkogretim 5 3,2000 1,64317 ,73485 1,1597 5,2403 lise 15 4,3333 ,72375 ,18687 3,9325 4,7341 lisans 20 3,2000 1,00525 ,22478 2,7295 3,6705 yuksek lisans 10 3,9000 1,10050 ,34801 3,1127 4,6873 Total 50 3,6800 1,11465 ,15764 3,3632 3,9968 ikinci el piyasa beklentisi ilkogretim 5 3,8000 1,30384 ,58310 2,1811 5,4189 lise 15 2,8000 ,94112 ,24300 2,2788 3,3212 lisans 20 3,4000 ,88258 ,19735 2,9869 3,8131 yuksek lisans 10 3,1000 ,87560 ,27689 2,4736 3,7264 Total 50 3,2000 ,96890 ,13702 2,9246 3,4754 dizayn beklentisi ilkogretim 5 3,4000 1,34164 ,60000 1,7341 5,0659 lise 15 4,0667 1,09978 ,28396 3,4576 4,6757 lisans 20 4,0500 ,88704 ,19835 3,6349 4,4651 yuksek lisans 10 3,8000 1,39841 ,44222 2,7996 4,8004 Total 50 3,9400 1,09563 ,15495 3,6286 4,2514

16 ANOVA

Sum of Squares df Mean Square F Sig. fiyat beklentisi Between Groups 3,497 3 1,166 ,926 ,436 Within Groups 57,883 46 1,258 Total 61,380 49 konfor beklentisi Between Groups 10,647 3 3,549 2,606 ,063 Within Groups 62,633 46 1,362 Total 73,280 49 guvenlik beklentisi Between Groups 5,520 3 1,840 1,676 ,185 Within Groups 50,500 46 1,098 Total 56,020 49 yakit tuketimi beklentisi Between Groups 1,397 3 ,466 ,392 ,760 Within Groups 54,683 46 1,189 Total 56,080 49 servis hizmetleri beklentisi Between Groups 5,237 3 1,746 1,091 ,362 Within Groups 73,583 46 1,600 Total 78,820 49 hiz beklentisi Between Groups 12,647 3 4,216 4,020 ,013 Within Groups 48,233 46 1,049 Total 60,880 49 ikinci el piyasa beklentisi Between Groups 5,100 3 1,700 1,912 ,141 Within Groups 40,900 46 ,889 Total 46,000 49 dizayn beklentisi Between Groups 2,137 3 ,712 ,578 ,632 Within Groups 56,683 46 1,232 Total 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.

17 ANOVA

Sum of Squares df Mean Square F Sig. fiyat beklentisi Between Groups ,845 2 ,422 ,328 ,722 Within Groups 60,535 47 1,288 Total 61,380 49 konfor beklentisi Between Groups ,161 2 ,081 ,052 ,950 Within Groups 73,119 47 1,556 Total 73,280 49 guvenlik beklentisi Between Groups 2,785 2 1,392 1,229 ,302 Within Groups 53,235 47 1,133 Total 56,020 49 yakit tuketimi beklentisi Between Groups ,461 2 ,231 ,195 ,824 Within Groups 55,619 47 1,183 Total 56,080 49 servis hizmetleri beklentisi Between Groups 2,820 2 1,410 ,872 ,425 Within Groups 76,000 47 1,617 Total 78,820 49 hiz beklentisi Between Groups 6,005 2 3,003 2,572 ,087 Within Groups 54,875 47 1,168 Total 60,880 49 ikinci el piyasa beklentisi Between Groups ,400 2 ,200 ,206 ,814 Within Groups 45,600 47 ,970 Total 46,000 49 dizayn beklentisi Between Groups ,420 2 ,210 ,169 ,845 Within Groups 58,400 47 1,243 Total 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.

18 Descriptives

N Mean Std. Deviation Std. Error Lower Bound Upper Bound fiyat beklentisi 3.000 ytl alti 2 3,5000 ,70711 ,50000 -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 10.000 ytl ustu 6 2,6667 1,50555 ,61464 1,0867 Total 50 3,1800 1,11922 ,15828 2,8619 konfor beklentisi 3.000 ytl alti 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 10.000 ytl ustu 6 3,1667 1,60208 ,65405 1,4854 Total 50 3,8800 1,22291 ,17295 3,5325 guvenlik beklentisi 3.000 ytl alti 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 10.000 ytl ustu 6 3,6667 1,21106 ,49441 2,3957 Total 50 4,1400 1,06924 ,15121 3,8361 yakit tuketimi beklentisi 3.000 ytl alti 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 10.000 ytl ustu 6 2,1667 ,98319 ,40139 1,1349 Total 50 2,2800 1,06981 ,15129 1,9760 servis hizmetleri beklentisi 3.000 ytl alti 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 10.000 ytl ustu 6 2,8333 1,32916 ,54263 1,4385 Total 50 3,9400 1,26829 ,17936 3,5796 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 6 3,8333 ,75277 ,30732 3,0433 Total 50 3,6800 1,11465 ,15764 3,3632 ikinci el piyasa beklentisi 3.000 ytl alti 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 6 3,5000 1,22474 ,50000 2,2147 Total 50 3,2000 ,96890 ,13702 2,9246 dizayn beklentisi 3.000 ytl alti 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 10.000 ytl ustu 6 4,1667 ,75277 ,30732 3,3767 Total 50 3,9400 1,09563 ,15495 3,6286

19 ANOVA

Sum of Squares df Mean Square F Sig. fiyat beklentisi Between Groups 1,977 3 ,659 ,510 ,677 Within Groups 59,403 46 1,291 Total 61,380 49 konfor beklentisi Between Groups 8,113 3 2,704 1,909 ,141 Within Groups 65,167 46 1,417 Total 73,280 49 guvenlik beklentisi Between Groups 9,284 3 3,095 3,046 ,038 Within Groups 46,736 46 1,016 Total 56,020 49 yakit tuketimi beklentisi Between Groups 1,622 3 ,541 ,457 ,714 Within Groups 54,458 46 1,184 Total 56,080 49 servis hizmetleri beklentisi Between Groups 9,751 3 3,250 2,165 ,105 Within Groups 69,069 46 1,502 Total 78,820 49 hiz beklentisi Between Groups 1,644 3 ,548 ,426 ,736 Within Groups 59,236 46 1,288 Total 60,880 49 ikinci el piyasa beklentisi Between Groups 6,542 3 2,181 2,542 ,068 Within Groups 39,458 46 ,858 Total 46,000 49 dizayn beklentisi Between Groups 2,487 3 ,829 ,677 ,571 Within Groups 56,333 46 1,225 Total 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.

20 21 IDENTFYING THE MOST IMPORTANT SEGMENTATION VARIABLE

Paired Samples Test

Paired Differences 95% Confidence Interval of the Difference Std. Error Mean Std. Deviation Mean Lower Upper t df Sig. (2-tailed) Pair 1 fiyat beklentisi - fiyat memnuniyeti ,88000 1,72189 ,24351 ,39064 1,36936 3,614 49 ,001 Pair 2 konfor beklentisi - konfor memnuniyeti -,40000 1,69031 ,23905 -,88038 ,08038 -1,673 49 ,101 Pair 3 guvenlik beklentisi - guvenlik memnuniyeti ,08000 1,52315 ,21541 -,35288 ,51288 ,371 49 ,712 Pair 4 yakit tuketimi beklentisi - yakit tuketimi ,06000 1,49024 ,21075 -,36352 ,48352 ,285 49 ,777 memnuniyeti Pair 5 servis hizmetleri beklentisi - servis ,34000 1,67344 ,23666 -,13559 ,81559 1,437 49 ,157 hizmetleri memnuniyeti 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 -,54000 1,26507 ,17891 -,89953 -,18047 -3,018 49 ,004 memnuniyeti Pair 8 dizayn beklentisi - dizayn memnuniyeti ,20000 1,45686 ,20603 -,21404 ,61404 ,971 49 ,336

22 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 50 ,113 ,434 memnuniyeti Pair 5 servis hizmetleri beklentisi & servis 50 -,034 ,816 hizmetleri memnuniyeti Pair 6 hiz beklentisi & hiz memnuniyeti 50 ,100 ,489 Pair 7 ikinci el piyasa beklentisi & ikinci el piyasa 50 ,162 ,260 memnuniyeti 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 ikinci el piyasa beklentisi Sum of Squares df Mean Square F Sig. Between Groups 6,542 3 2,181 2,542 ,068 Within Groups 39,458 46 ,858 Total 46,000 49

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.

23 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.