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					                            BA 313

                            BIM
                 INTRODUCTION TO RETAILING
                   BİM Birleşik Marketler Zinciri




         Özge karaca,Müge Hopbaoğlu
                 IZMIR UNIVERSTY OF
                     ECONOMICS


Müge Hopbaoğlu                                      Özge Karaca
History of BIM
                                        History of BIM
Position
                           • Bim A.Ş. first opened in 1995 with 21 stores
Target Market
                           • Bim object was to offer consumers basic food
Strategies
                             items and consumer goods at the best prices
Locatıon Strategy            and highest quality.
Pricing Strategy           • It, Pioneer of the hard-discount model in
The Products they offer-
                             Turkey.
quality
                           • Bim has started first foreign operations in
Variety                      Morocco and opened 25 stores in Casablanca
Communications Strategy
                             in 2009.
Store Atmospherics
Strategy

General Evaluation
History of BIM
                                            POSITION
Position
                           • Bim has 2918 stores now in Turkey.
Target Market
                           • To quality standards most efficiently by
Strategies
                             limiting thr product portfolio to 600 products
Locatıon Strategy          • Bim mentality is minimize the management,
Pricing Strategy             store design, personel, distribution, marketing
The Products they offer-
                             and promotion costs.
quality
                           • As of December 31,2009, the number of
Variety                      employees at bim totaled 14.904
Communications Strategy

Store Atmospherics
Strategy

General Evaluation
History of BIM
                                          Target Market
Position
                           • Bim aim is to minimize its operational costs
Target Market
                             in on effort to offer discounts to its
Strategies                   customers.
Locatıon Strategy          • Bim’s target audience were low-income and
Pricing Strategy
                             middle-income people.
The Products they offer-
                           • The number of consumers has increased
quality                      because of lower cost and stores everywhere
Variety                      day by day.
Communications Strategy

Store Atmospherics
Strategy

General Evaluation
…Continued
History of BIM
                           Strategies
Position

Target Market

Strategies

Locatıon Strategy

Pricing Strategy

The Products they offer-
quality

Variety

Communications Strategy

Store Atmospherics
Strategy

General Evaluation
History of BIM
                                       Location Strategy
Position
                           • BİM generally prefers somewhere which is
Target Market
                             populated and near thoroughfare to make
Strategies                   peoples transportation easier.For instance
Locatıon Strategy            there are at least two bim in one district.
Pricing Strategy

The Products they offer-
quality

Variety

Communications Strategy

Store Atmospherics
Strategy

General Evaluation
History of BIM
                                        Pricing Strategy
Position

Target Market

Strategies
                           • Some prices of goods are the same like the
                             other markets on the other hand the prices of
Locatıon Strategy
                             staple food products are cheaper.The bad
Pricing Strategy             pricing strategy of this market is no
The Products they offer-
                             promotions.
Quality

Variety

Communications Strategy

Store Atmospherics
Strategy

General Evaluation
History of BIM                   The Products they offer-Quality
Position
                           • BİM sells both known labeled goods such
Target Market                as: ‘eti,Ülker, and unknow labeled goods
                             such as:le cola leporta ‘      to sellıng
Strategies
                             Unknown labeled goods does not mean
Locatıon Strategy            that they have no quality however the
                             consumers does not say differences
Pricing Strategy             between these goods and known labeled
The Products they offer-
                             goods.
Quality

Variety

Communications Strategy

Store Atmospherics
Strategy

General Evaluation
History of BIM
                                             Variety
Position

Target Market
                           • Variety of goods is poor, that means there
Strategies
                             is no every goods of known label on the
Locatıon Strategy            other hand the most wanted goods can be
Pricing Strategy
                             presented to customers.
The Products they offer-
Quality

Variety

Communications Strategy

Store Atmospherics
Strategy

General Evaluation
History of BIM

Position                          Communications Strategy
Target Market

Strategies
                           • There is no staff in bim to deal with a
                             customer.if customer try to find something
Locatıon Strategy
                             that s/he can not find , he should search for
Pricing Strategy             him/her self.
The Products they offer-
Quality

Variety

Communications Strategy

Store Atmospherics
Strategy

General Evaluation
History of BIM                   Store Atmospherics Strategy
Position

Target Market              • There is no market music.There is no variety
                             of the rayons such as technology
Strategies
                             rayons,hardware (nalburiye) and also there is
Locatıon Strategy            no enough space between rayons,lack of pay
Pricing Strategy
                             desk
The Products they offer-
Quality

Variety

Communications Strategy

Store Atmospherics
Strategy

General Evaluation
History of BIM
                              Comparison with the competitors
Position
                                 with regard to strategies
Target Market

Strategies

Locatıon Strategy
                           • Locatıon is beter than the other markets in
                             terms of to be close to populated areas and
Pricing Strategy
                             easiness of transportataıon.
The Products they offer-
Quality
                           • Price is beter than the other markets in
                             terms of staple food products.
Variety
                           • As for the products they offer-quality
Communications Strategy
                             some of the goods quality are same the
Store Atmospherics           others but most of them are worst than the
Strategy
                             others.
General Evaluation
History of BIM
                              Comparison with the competitors
Position                         with regard to strategies
Target Market

Strategies                 • Variety is worse than the others market
Locatıon Strategy
                             such as tansaş, kipa.
                           • Communications strategy is poor unlike
Pricing Strategy
                             the others.
The Products they offer-
Quality
                           • Store atmospherics strategy is not as good
                             as the others in terms of market music ,
Variety                      lack of pay desk and attention.
Communications Strategy

Store Atmospherics
Strategy

General Evaluation
History of BIM

Position
                                     General Evaluation
Target Market

Strategies                 •The prices are very compatible for Turkey’s
Locatıon Strategy
                             economics standarts.The quaility of the
                                 goods are as good as the others.
Pricing Strategy

The Products they offer-
Quality

Variety

Communications Strategy

Store Atmospherics
Strategy

General Evaluation

				
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posted:2/25/2013
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