BIM

Özge karaca,Müge Hopbaoğlu

BA 313

INTRODUCTION TO RETAILINGBİM Birleşik Marketler Zinciri

IZMIR UNIVERSTY OF ECONOMICS

Müge Hopbaoğlu Özge Karaca

History of BIM• Bim A.Ş. first opened in 1995 with 21 stores

• Bim object was to offer consumers basic food items and consumer goods at the best prices and highest quality.

• It, Pioneer of the hard-discount model in Turkey.

• Bim has started first foreign operations in Morocco and opened 25 stores in Casablanca in 2009.

History of BIM

Position

Target Market

Strategies

Locatıon Strategy

Pricing Strategy

The Products they offer-quality

Variety

Communications Strategy

Store Atmospherics Strategy

General Evaluation

POSITION• Bim has 2918 stores now in Turkey.

• To quality standards most efficiently by limiting thr product portfolio to 600 products

• Bim mentality is minimize the management, store design, personel, distribution, marketing and promotion costs.

• As of December 31,2009, the number of employees at bim totaled 14.904

History of BIM

Position

Target Market

Strategies

Locatıon Strategy

Pricing Strategy

The Products they offer-quality

Variety

Communications Strategy

Store Atmospherics Strategy

General Evaluation

History of BIM

Position

Target Market

Strategies

Locatıon Strategy

Pricing Strategy

The Products they offer-quality

Variety

Communications Strategy

Store Atmospherics Strategy

General Evaluation

Target Market• Bim aim is to minimize its operational costs

in on effort to offer discounts to its customers.

• Bim’s target audience were low-income and middle-income people.

• The number of consumers has increased because of lower cost and stores everywhere day by day.

…Continued

History of BIM

Position

Target Market

Strategies

Locatıon Strategy

Pricing Strategy

The Products they offer-quality

Variety

Communications Strategy

Store Atmospherics Strategy

General Evaluation

Strategies

History of BIM

Position

Target Market

Strategies

Locatıon Strategy

Pricing Strategy

The Products they offer-quality

Variety

Communications Strategy

Store Atmospherics Strategy

General Evaluation

Location Strategy• BİM generally prefers somewhere which is

populated and near thoroughfare to make peoples transportation easier.For instance there are at least two bim in one district.

History of BIM

Position

Target Market

Strategies

Locatıon Strategy

Pricing Strategy

The Products they offer-Quality

Variety

Communications Strategy

Store Atmospherics Strategy

General Evaluation

Pricing Strategy

• Some prices of goods are the same like the other markets on the other hand the prices of staple food products are cheaper.The bad pricing strategy of this market is no promotions.

History of BIM

Position

Target Market

Strategies

Locatıon Strategy

Pricing Strategy

The Products they offer-Quality

Variety

Communications Strategy

Store Atmospherics Strategy

General Evaluation

The Products they offer-Quality

• BİM sells both known labeled goods such as: ‘eti,Ülker, and unknow labeled goods such as:le cola leporta ‘ to sellıng Unknown labeled goods does not mean that they have no quality however the consumers does not say differences between these goods and known labeled goods.

History of BIM

Position

Target Market

Strategies

Locatıon Strategy

Pricing Strategy

The Products they offer-Quality

Variety

Communications Strategy

Store Atmospherics Strategy

General Evaluation

Variety

• Variety of goods is poor, that means there is no every goods of known label on the other hand the most wanted goods can be presented to customers.

History of BIM

Position

Target Market

Strategies

Locatıon Strategy

Pricing Strategy

The Products they offer-Quality

Variety

Communications Strategy

Store Atmospherics Strategy

General Evaluation

Communications Strategy

• There is no staff in bim to deal with a customer.if customer try to find something that s/he can not find , he should search for him/her self.

History of BIM

Position

Target Market

Strategies

Locatıon Strategy

Pricing Strategy

The Products they offer-Quality

Variety

Communications Strategy

Store Atmospherics Strategy

General Evaluation

Store Atmospherics Strategy

• There is no market music.There is no variety of the rayons such as technology rayons,hardware (nalburiye) and also there is no enough space between rayons,lack of pay desk

History of BIM

Position

Target Market

Strategies

Locatıon Strategy

Pricing Strategy

The Products they offer-Quality

Variety

Communications Strategy

Store Atmospherics Strategy

General Evaluation

Comparison with the competitors with regard to strategies

• Locatıon is beter than the other markets in terms of to be close to populated areas and easiness of transportataıon.

• Price is beter than the other markets in terms of staple food products.

• As for the products they offer-quality some of the goods quality are same the others but most of them are worst than the others.

History of BIM

Position

Target Market

Strategies

Locatıon Strategy

Pricing Strategy

The Products they offer-Quality

Variety

Communications Strategy

Store Atmospherics Strategy

General Evaluation

Comparison with the competitors with regard to strategies

• Variety is worse than the others market such as tansaş, kipa.

• Communications strategy is poor unlike the others.

• Store atmospherics strategy is not as good as the others in terms of market music , lack of pay desk and attention.

History of BIM

Position

Target Market

Strategies

Locatıon Strategy

Pricing Strategy

The Products they offer-Quality

Variety

Communications Strategy

Store Atmospherics Strategy

General Evaluation

General Evaluation

•The prices are very compatible for Turkey’s economics standarts.The quaility of the

goods are as good as the others.