Racing and Rekord Automobile.
Racing and Record car that has been produced in the Russelsheim production center also had the biggest motor enable many victories for driver Carl Jorns
Manta 400
As continuation of Ascona 400, New Manto 400 started to race as inetrnational and acquired fame in Germany Rally championship-class A.
Calibra
Calibra Joined Germany road Automobile championship firstly in 1993. One year later 3 of them which had four-wheel traction acquired pole position.1995 Opel GTTC team consisted of 6 calibrate. Calibrate gained many successions in GTTC International Road Automobile championship in 1996.Manuel Reuter got driver championship. Opel got producer championship as well.
Formula 3
Opel relationship with Formula 3 in Junior drivers started with providing motors in 1990. It made them is in the first line 16 times.
Redesigned version of 2 lt. 16 wolfed motor afterwards, provided Formula 1 drivers to have qualifications; in 1992 Portuguese Pedro Lamy, in 1993 Dutch Jos Verstappen, in 1994 Norberto Fontana and after Ralf Schumacher.
1966 Rallye Kadett
Rallye Kadett advanced the success of Opel in races in 1966. Rallye Kadett models were successful in important races like Monte Carlo Rally.
The compound of Kadett, GT and Commodore models was created for attanding German Grand Prix.
The Ascona
Special Opel Asconas standard to place in International races in 1971. Pilot driver Walter Rohl and his partner Christian Geistdorfer won the European Rally Championship with their Ascona in 1974. Rohl and Geistdorfer won a second victory in Monte Carlo Rally in 1982 and they became the World Rally Champion with their Ascona 400.
Opel Junior Cup
Opel Kadett Cup was set in 1979 for encouraging young driver. Then it was replaced by Opel Junior Cup.
Opel Lotus Challenge
During the Formula Opel, which was set as Opel lotus Challenge in 1988, 2 littered 16 value engine was used as a little softened version
Later than that this challenge, became a hard training for growing drivers. More than a dozen of drivers of opel 11 advanced to Formula 1.
Some of these were Heinz-Harald Frentzen, Mika Hakinnen and David Coulthard.
BTTC and STC Cup
Vectra won hard British Track Automobile Championship in 1995. Redesigned Opel Vectra raced in 1996 Super Touring Car Cup for the first time.
In 1997 Opel, made its first factory team compete in STC Cup. After this Training Year in 1998, opel team drivers Manuel Reuter, Uwe Alzen, Eric Helary and Alexander Burgstaller became the first in productive segment with the leadership of Opel Performance Center.
Speed
Opel advanced the limits of acket reaction technolgy, Rocket facilitated automobile RAK 2, reached 238 km/hr speed in 23rd May of 1928. After a few months RAK 3 made 254 km/hr speed on rails surprisingly, Both of these two record were won by grandchild of Adam Opel, Fritz von Opel.
Opel GT won two world records and 14 international records in 1972 diesel world record tries. A GT that is working with electricity won six world records in 1970 Hockenheim Ring.
2.3 MISSION AND VISION STATEMENT
Fresh ideas, better cars. Opel invest on new ideas to design cars that meet future needs of customers. All Opel models are designed in a different philosophy.
VISION depends on 5-brand pillar;
- Functionality
- Creativity
- Dynamism
- Variety
- Partnership
All of them are Opel’s Brand Strategy at the same time. According to Opel, if a brand can success communicating with its final users and can integrate with them, then it is a real brand. Opel designs for individuals, not for mass people.
2.4 CORPORATE STRATEGIES
Opel is a member of General motors so in this part GM Corporate Strategy can be analyzed. GM serves in different markets; motor vehicle in different brands (Opel, SAAB, Cadillac, Chevrolet, Vauxhall, GM) and electric-electronic consuming market, and other markets (finance-insurance etc…). The general strategy of all these brands is product development for current markets. The needs and wants of consumers is change so fast in global world so it is so important to serve new products add new usages by taking advantage of technology. When Adam Opel merged with GM, GM make Adam Opel free in designing, creating, operating etc. So Opel invest fresh ideas ever time. And also invest on technology. So it can produce eco product that requires high costs. Meriva, Signum, Vagon are new products of Opel that world meet with them in 2003.
For new markets GM (and also it can be said that Adam Opel) expand market for growing. GM is a global brand, and so does Opel. It is multi national firm and use market expansion strategies. If we look at Opel, Opel also bring new products to current markets as an example of another growth strategy, Market Development. ECOMOTOR can be o good example, or Corsavan and Astravan are new models for light commercial cars, Corsa ECO is unique in S-Segment passenger cars.
3.OPEL TURKEY
3.1 HISTORY
The history of Opel Turkey established as a production plant in Torbalı-İzmir in 1990. Since 2001, Opel Turkey produces passenger cars, especially Vectra and Astra. However the crisis in Turkey and custom union agreement affects Opel Turkey in a negative way. And it had to stopped production in 2000. Stopping production under GM is a part of global strategy. It is not decision taking individually. According to the changing global market they take same decision strategically. In other words GM was good decision according to Europe but Turkish employee don't enjoy from these. But nowadays Opel believes this resolution, excess capacity problem solved a little by this operation. The closing of Torbali Factory didn't reduce market share anymore.
Perhaps instead of closing production of factory, Opel can use these productions for exporting. But the production in Torbali wasn't production factory, it was assembly factory. The parts, which don’t, used in exact capacity and produced in another factory taking to this company assembled. This made extra cost. By this reason exporting feasibilities is impossible. But some of the automobile produced in Torbali sold to China.
In the last quarter of 2000 GM Europe's selling reduce and cost's increase. Increasing cost is also result of competition. Opel Turkey had not taken pointing out that the decision to close down the Izmir-Torbali assembly unit. This was a global decision taken by General Motors [GM]. The problem is not Turkey. The decision is related to the capacity of automobile production in Europe and to the fact that GM is not making profits.
Furthermore, because of middle competition, price increases couldn’t be made that meet costs. So that, these were capacity-accession at Europe's many places already. In this situation, it was impossible to add capacity again.
In the years Turkey wasn't member of Custom Union assembly production was being made in Torbali foundation and was exempted from tax because they had activities in Turkeys as a foreigner. At this time, the markets sent to Germany for education and working salaries were causing extra costs besides the reasons said above. After entering Custom Union, tax advantage at important directed the firm to import as whole. Opel Turkey’s strategy before stopping production was to sell the produced. After stopping production the purpose became to own the most selling product.
3.2 DEPARTMENTS
3.2.1 MARKETING DEPARTMENT
In marketing department there are four Car Line Manager and one Promotion Specialists. Car Line Managers are responsible for launching new products to market, making adjustments on advertisements or specsheets come from abroad , and so on.
3.2.2 SALES DEPARTMENT
There are 10 personnel working in this department. They are responsible for making sales forecasts , determining sales objectives , following the sales figures and market shares of certain models and competitors.
3.2.3 AFTER SALES SERVICE DEPARTMENT
After Sales Service is important for Opel Turkey because they aim to reach maximum customer satisfaction. In this department, the services offered to customers after the sale are studied , the service standard are determined, and according to changing needs of customers essential adjustments on current services are made, and if it is needed new services are added.
3.2.4 FINANCE AND ADMINISTRATION AND HUMAN RESOURCES DEPARTMENT
The overall budget of Opel Turkey is determined by General Motors. Of course all departments prepare their own budgets. With the help of their reputation they are not suffer from finding credits. They have contracts with the following banks in the area of customer credits. These banks offer credits to Opel customers.
Human resources is an integral part of Opel Turkey. Opel Turkey workforce are selected according to special selecting criteria. Firstly good command of English is an essential for workers because they are almost always speaking in English in the work place. There is an another important criteria for the candidates- able to work under stress.
As an HR activity, Opel Turkey gives a great importance to Training and Development. Firstly, it is important that workers must learn the corporate strategies, mission and objectives of the firm. Opel Turkey offer their personnel training directing toward improvements of needed skills and abilities.
There is evidence showing that how much important their employees for Opel Turkey.
When they stopped the production in Torbalı, they searched for jobs for their employees and make written announcement in the newspapers and wanted other firms that are needed employee to apply Opel Turkey.
3.2.5 PUBLIC AFFAIRS AND ADMINISTRATION DEPARTMENT
In order to tightened the relationships with all public including government , this department is responsible for preparing press bulletins, lobbying activities, establishing relationships certain chambers and establishing good relationships with government.
3.2.6 DEALER NETWORK DEVELOPMENT DEPARTMENT
This department is responsible for al activities directing toward dealers. They determine the dealer standards, control whether dealers meet these standards, and try to tightened the relationships between Opel Turkey and dealers.
3.3 MACRO ENVIRONMENT
3.3.1 DEMOGRAPHIC ENVIRONMENT
As like in automotive sector also most of Opel customers are men. But men and women decision ratio in buying process is varying to segment.
The users of Corsa are especially 20-30 years old young person, singles, and students. In S-segment young person and women's buying decision process more than in the other segments. Astra is for not crowded family. In Astra's buying decision security and comfort are becoming more important. In J-Segment's (Vectra), customers is especially 35-50 years old family man so in the buying process men's role becomes important. Vectra's customer profile is generally businessman and family man. Newly entered model Signum's target customer especially managers. Zafire is for crowded family, and families that enjoy traveling.
Increasing of homes and decreasing who live in them result in important economic condition as demographically Increasing number of house and decreasing family especially affect B segment automobile like Uno, Palio, Corsa, Fiesta and Polo. The effectiveness of B model is a result of small family people lives more individually and they can live in a house single with married and also they want fewer children.
3.3.2 ECONOMICAL AND POLITICAL ENVIRONMENT
Turkey is very strategic market. And Turkey has got a development potential, if Turkey stability her political and economy the investment activity will raise and distribute the income level to floor so automotive sector will positively influenced. The key factor is raising the income per person and this cause the raising of Opel's sales.
Also IEF is a very important economic activity. This is increase the economical activity and it is very important for Opel. Working in the IEF Opel concentrate on Eagean Region's economic dynamics.
Economical crisis effects the Opel like the other companies in Turkey Opel got over the economical crisis with working with Opel's vendor. In the crisis time Opel response the customer needs and demand by considering their customer order. For example they started to sell Corsa Eco and New Vectra started to sell very competitive price in its segment.
Turkish Economy is unstable because of that the managers have to give quick decision. Especially in Opel because fluctuate exchange rate makes a problem for Opel. Because Opel import all auto parts from outside the Turkey.
In Turkey if you look at the number of car per person we can say that every 1000 person there is 60 cars. In Europe every 1000 person there is 530 car. Because of the economical problem in Turkey people can not able to buy cars even the cars are not luxurious for people in our world for the moment. Two years ago Opel sold 43,193cars, last year Opel sold 13,000 cars and this year their target is 20,000 cars.
Also European Union and Iraq problem cause the decrease of demand of car in Turkey.
In Turkey there is a high correlation with interest rate and car market. By how much the interest rates decrease, Opel's sales increase. New people enter the market so the market gets bigger.
3.3.3 TECHNOLOGICAL ENVIRONMENT
Today automobiles are getting similar in technological features. Turkish customer has got knowledge about the technological value.
Ten years ago in our country there were only 3 firms that produce automotive but now this number is doubled. In the past the firm produced only automotive that response the needs of transportation. But now the firms that in Turkey started to produce high quality automotive. In the past new automotive entered in Turkish market after months later but now they enter at the same time with Europe.
Of course Opel follows the technological development and Opel understand the importance of technology in market share. Because technological improvement is a competitive advantage and Opel has to use it in most effective and efficient way.
10 years ago when Opel's factory in Torbali started to produce first Vectra the features like airbags, ABS, electronic pull power control, active seat belt, steel sidebars.
When they stopped the manufacturing the factory became automotive part area. This base of auto-parts is filled and completed with an easy storage system created with the help of newest technological systems and work procedures on-line information transaction with all distributors all over Turkey, equipment enabling better performance, modular staying system using new technology, increased storage capacity, improved gathering & packaging systems, visual administration issues and the distribution of parts to satisfy the needs of customers in the shortest time possible.
If we consider the automobile the combination motor and gear there will be more powerful motor appears. There is a high technological system that can produce more powerful motor. Europe and Turkey are included. Diesel motor also includes. The other element in Europe also aesthetic. New automotives have got the support the many functions. Opel does this in Zafira very successfully. Opel wants to move further by Meriva and Signum Models.
3.3.4 NATURAL ENVIRONMENT
Opel since 1978 average fuel consumption has decreases % 7.03 if so Opel successfully to decrease %28 its fuel consumption and they are working to decrease fuel consumption %25.
The examples of success achieved in this way creativity product ECOTEC power units, especially thrifty and power turbo charge direct injection and every cylindir has got 4 valve diesel motors by cars model 3 cylinders ECOTEC compact motors. These developments decrease the all Opel's environmental load.
3.4 MICRO ENVIRONMENT
3.4.1 COMPETITORS
Opel is the first brand that introduced ABS, folded pedal system. Opel always gives priority to economy and security. The people who died because of traffic accident with Opel are too low that maybe it is less than 10 people.
Opel is the third in the market after Renault and Fiat. When we look as monthly, it was second in Turkey’s cap auto market in August and September. It left Tofas back. The automobiles in upper middle class are back-pushed become of the system used. Opel's competitor Fiat does not have this model except Maserati, Alfa 166, Undo Thesis are upper middle class, pushed from the front models. After this time, the new technique, which will be used in Opel, will take its base from Mercedes-E class and will be appropriate to any version.
Tofas is letting its campaign go on under the name BIRMOT (Birlesik Motor Sanayi ve Ticaret) "Auto-Economist Financial solutions world" while Renault ending its "Saving Renault" campaign and preparing a new campaign. They are presenting price advantages teaching 3 billion 300 million at 2003 models. Fiat Albea and Fiat Palio has batter support. When barter is made, the price of old automobiles is increased till 1 billion 500 million. In some models, climate costing 1 billion 500 million is given gift when buying in cash.
Ford: Ford presents alternative paying choices with "Blue Key" implementation. Implementation with partnership of Koc finans has different alternatives, holds monthly pays low and all transactions and within 30 minutes.
According to customers' paying habits, "not paying 3 months", "equal", "increasing", "interval pay" and also "buy-back guaranteed" paying choices can be preferred.
Ford has attractive discounts in cash paying also; 1 billion 198 million at Ford Ka and focus 1.6, 1 billion 123 million at new Fiesta model, 1 billion 378 million at Mondeo model discounts are made.
Toyota: Euro stabilization campaign that began in July still continues at Toyota Corolla Hatchback. In Euro stabilization campaign which contains all hatchback versions. T-sport included, 1 Euro is stabilization to 1 million 420 thousand TL and this provides a serious buying support for especially Corolla Hatchback customers.
Volkswagen: At the campaign, which was coordinated by Volkswagen autos’ turkiye distributor Dogus Automotives, and Volkswagen Dogus Finance (VDF), up to %50 of Volkswagen's riding models' recommended price is credited. All 2002 and 2003 models are credited up to 36 months as Euro and TL.
While up to %70 of key price of commercial vehicle are credited, it is constrained to 12 billion TL, the zero-interest credit in the first 6 months.
Peugeot: In Peugeot also, discount choices are presented in cash buying. There are discounts of 1 billion TL at most selling model 206, 2 billion 700 million TL at 307 and 406, and up to 3 billion 500 million at 607 model.
Opel: have discount in cash buying. There are discounts of 1 billion 918 million at Corsa's 1.2 Comfort Easytronic model, 2 billion 31 million at other versions of Corsa, and 798 million TL at Astra's all versions in cash buying.
3.4.2 CUSTOMERS
In Foreign Country, people see automobiles as the biggest investment after real estate. Connected with this condition, we can say that automobile sales are thought to be high. Although Turkish is a growing market, customer expectations are high, customer wants the best technology and highest mounting from an automobile Opel sells many models more hardware in Turkish.
When it is looked at market as a customer, it can be seen that customers make reasonable choices really and wait a high return compared with value they give. Turkish customer is a reasonable customer who knows what he wants and what is the return of his money. We can also say that customers behave smart at the subject of innovations. Customers are open-minded at the subject of technological improvement Opel presents for instance they are sensitive to models which are more efficient in fuel and automatic transmission mechanism. In general, Turkish customer has a preference as changing his/her automobile with the new ones. So there is a big potential for car sellers.
3.4.3 DISTRIBUTION
Opel wants to hold dealer network in this situation. This is a condition developing parallel to market. Opel has 52 dealers in Turkiye these dealers are very succesful in the sale standards area. They are continuing their activities with customer satisfaction and quality mentality. Opel, sells guarenteed used cars just in Izmir Egem, Ankara Opiz and Opan, Istanbul Gercek, Erpas and Gedizler now. In addition, sold second-hand Opels are controlled in detail and repaired with 114 point control certificate.
Opel gave importance to after-sale service since 2001 in a situation in which automobiles are approaching each other technologically with a mentally which knows that after sale service quality is the differing factor.
3.5 OPEL TURKEY CORPORATE MARKETING PLANNIG
3.5.1 CORPORATE STRATEGIES
It is told before the corporate strategy of GM and its a sub-unit of Adam Opel. So Opel Turkey has the same strategies, which is modified for Turkey. Opel Turkey has two stages in Turkey. 2001 is the turning point of Opel. Between 1990-2000 Opel produced passenger cars, or it can be sad that Opel Turkey assemble cars. Because, most of R & D studies realize in Germany and USA. During this period Opel Turkey sold what it produced. In 2000 Opel Turkey stop production. It is too hard to sat it was pruning or retrenchment. Because Opel still produce cars in all over world, and it still sell passenger cars and light commercial vehicles all over world also in Turkey. There wasn’t any change in production line. On the other side, Opel add new products and new product lines. And Opel Turkey sell these products still in Turkey and they are very successful. Depending on Opel’s product development strategy, it always adds new features to its cars; like ECOTEC motors, safety in highest level. After stopping production, Opel turkey targets to sell the cars that have the biggest market shares. And Opel Turkey succeeded in Opel Vectra.
Opel, which will close its assembly unit in Izmir-Torbali in April, announces that 2001 is a year of progresses for Turkey. Opel aims to sell more vehicles from Turkey and increase sub-industry exports to over DM 400 million Opel did not plan new investments in Turkey but that franchisers and technical services would be strengthened with new investments.
Opel had no intention of leaving Turkey for good. Opel is planning to be sub-unit base. It imports lots of sub-units from Europe and distribute in Turkey among its dealers with TNT Logistic.
3.5.2 MISSION AND VISSION STATEMENT
Opel is a multinational firm so its mission and vision is same everywhere.
Opel Turkey’s mission and vision;
MISSION
Fresh ideas, better cars. Opel invest on new ideas to design cars that meet future needs of customers. All Opel models are designed in a different philosophy.
VISION
Vision depends on 5-brand pillar;
Functionality
Creativity
Dynamism
Variety
Partnership
All of them are Opel’s Brand Strategy at the same time. According to Opel, if a brand can success communicating with its final users and can integrate with them, then it is a real brand. Opel designed for individual not mass people.
3.5.3 SWOT ANALYSE
Strength
1) Very Strong Brand Image: Opel Turkey is belongs to General Motor is the most famous automotive producer in the world and it provides for Opel Turkey good image. GM produces 8.5 million vehicle annually worldwide which are sold in nearly 200 countries.
2) Wide Product Fan: It has a wide fan to serve different product to different segment. It has a wide fan to response every kind of people.
3) Continuously Investment: Opel Turkey belongs to GM so Opel Turkey has got a money power to go on investment. For example Opel spend 750 million Euro for Opel Vectra. And Gm can take only this kind of big risk.
4) Never Decrease the Quality: In every condition Opel never decrease its quality. It provides customer satisfaction and it creates faithful customer.
5) Pedal Folded System Patent(PRS): Opel has got pedal folded system patent and it uses this patent in every product. PRS consist of free folded to broke and clutch in an accident. By the help of this system the risk of wonded of driver's leg and foot decrease.
Weakness
1) Expensive Auto parts: The auto parts of Opel are selling by foreign currency and it causes the auto parts expensive.
2) In the Market the Auto aren't Known Very Well: Opel in the market the auto aren't known and aren't preferred much.
3) There is No Price Stability: Opel is an import brand because of this the price of Opel is affected from Turkish economy directly. When the currency rate fluctuate in Turkey the price of Opel immediately change.
4) It has No Bank: The firms that make activity in automotive market have a banks that works together. For example Volkswagen works Garanti Bank, Renault works Oyakbank, Tofas works with Kocbank, But Opel hasn't got a bank that works together like its competitor. And it come a disadvantages for Opel in credit competition.
Opportunities
1) Many Direction Concept: The automotive that develop for many direction concept can find its own customer. In this point Opel has got competition advantages
2) In commercial vehicle it creates a new segment that name is "car drive van". This segment panel van minibus still approach. In this segment's car Vivaro was chosen the best commercial vehicle in 2001. This vehicle enters the market in 2003 to the Turkey market. Opel expect to pass the other brand's commercial auto in the market.
Threats
1) Turkish Economical and Political Conditions: There is same threat for Opel like economical crisis in Turkey, rapid increase in currency, political instability. All these criteria cause the decrease of investments. As a firm that is importer the rapid increase of currency effect negatively to Opel.
2) Domestic Production of Competitors: The production units of competitors are in Turkey and this is a big threat for Opel because competitors of Opel uses the economic of scale because of this the competitor's price can be more elastic.
3) Special Consumption Tax (OTV): OTV increase by the motor volume in Turkey for example Opel use automatic speed for 2.2 lt motor because of the Quality. But another firm can use automatic speed for 1.6-lt motors and customer can choose the other firm's car because of paying less tax.
4) TSE and Government Perception on Importer: If government applied secret tariffs an import product by TSE than importing can be slow down and it cause the prevent the service on time to customers. For example Opel has to change auto parts in 30 days otherwise it has to change cars.
3.5.4 OBJECTIVES
- To carry to far our position in Turkish automotive market.
- To sell more vehicles in Turkish automotive market
- To make Opel Turkey the most customer-friendly company in the Turkish market
3.6 SEGMANTATION AND TARGET MARKETING
Opel doing segmentation has got some criterion for grouped cars and cars' customer.
Opel’s segments are S segment, J segment, Family-Vagon, Heavy Comm. and Light Commercial Vehicles segments.
Opel generally meeting customer needs about transportation. Opel's importation is more than transportation; it is importance on drivers to drive comfort, security, enjoying driving. Opel has a special importance on two points one of them security and other is care for environment. Care of environment will be briefly explained in part of "Natural Environment". Generally, customers according to customers life style "family, upper middle class income level, enjoys living freely persons.
Opel has a some segments and models which have formed by itself. İt si segmented thinking Opel has broadened relevant market; importing firms and producing firms.
S Segment: Generally include small features cars. Especially this segments category are 20-30 years old youngs, singles, students and women. Opel Corsa is representative in this category. And the competitors in this segment are Renault Clio, Peugout 206 and VW Polo. As seen in graph Renault is the segment leader and Opel Corsa have a little share. In the ranking Opel Corsa is in front of the
T-Up Segment: Generally this segments category is family with one child and the income not so high, ordeneray family. Opel's product in this segment is Astra and competitors for Astra are Ford Focus, Toyota Corolla, Peugeuot 307, and VW Golf.
J Segment: The segment is created for 35-50 years old, family man, and for the upper middle class income level's managers. For this category security and comfort is very important in this segment Opel offer its stars Vectra, Vectra is the leader in this segment and the competitors are Passat, Laguna, Ford Mercedes.
Family-Vagon: Also in this segment crated for families but the difference here this segment for more crowded family. in this segment, the cars designed for 5 and more than passengers. At the same time for the people who likes traveling, the cars designed with more capacity for them. Opels' offer Zafire in this segment and the competitors Toyota Corolla, Verso, Honda, Stream, VW Shano.
Light Commercial Vehicle: Opel creates this segment new and according to product-line extension strategies they pass into new market for them called light commercial vehicle. And its models are Corsavan, Astravan, Combo and the competitors are Renault Kango. Fiat Doblo,
Heavy Commercial: Movano is the brand of Opel in this secter. Its competitors Ford Transit, Renault Master, Fiat Ducato
Opel's target customers are changeable according the segments. so the strategies of segments also changeable. Opel Vectra renewal itself very often because its the leader in its segments. But Astra renewal itself rarely
3.7 RELEVANT MARKET
Opel operates in passenger cars and light commercial and also heavy commercial cars market. The product form motor vehicles and product classes are passenger cars, light and heavy commercial cars. And in each segment Opel has competitors.
In S segment, Opel Corsa is in the 4. rank after Reanault ( 33%), Fiat ( 28%), Peugeot( 11%) with a share of 9,34 in 2002.
In J Segment Opel Vectra was the leader in 2001 with a share of 24.26%. But in 2002, the leader is VW Passat with a share of 17.27% (8,97% in 2001) and Opel Vectra has a share of 10,12% ( -14,15% change in demand)
In T-Up segment; Toyota Corolla is the leader with a share of 17,55% in 2002. and Opel Astra has a share of 14% in the 3.rank.
In light Commercial Segments Opel Combo has a share of 4,6% in 2002 ( in 2001, 4,25%-0,35% increase in demand). The leader in this segment is Fiat Doblo with a share of 43,63% in 2002. The other firms has big share than Opel; Peugeot, Renault. So the main competitors of Opel are Renault, Fiat, Ford, Peugeot and VW. Opel make head to head competition to increase its share in market. There is a hard competition in automotive sector. And also Opel give more attention to distribution system. Opel is also good in after sale service and it distribute its sub-unit parts itself. So these specifications are for expanding served market. Opel also operate in second hand market by keeping its quality approach.
3.8 MARKET MEASUREMENT AND MARKETING STRATEGIES
Opel operates in imported passengers car and light commercials vehicles. Opel increase its share year by year in this market in Turkey despite of crisis. As seen in the graph 1, it is compared imported passenger car and light commercial vehicles. In 2000 Ople has a share of 13% and in 2001 Opel has a share of 14,5% and in 2001 Opel has a share of 16%.
If it is analyzed by separating passenger cars and light commercial vehicles, it is seen that Opel has a selective demand gap (graph 3). But now Opel launched new products and broadens distribution and also sub-unit distribution to fill this gap. Opel also had a huge selective demand gap in passenger cars (graph 2). By same methods Opel is achieving filling this gap.
It can be said that Opel is one of the pioneers in marketing new product forms in the world. This characteristic of Opel of course seen in Turkey Automotive Market via Opel Turkey’s new product form launches. Opel Turkey first aim to take preference advantage with new models and characteristics. For example, Turkey was first introduced wit ABS by Opel. Another example is Opel Turkey introduce a new segment called “ car derived van “ with its new models Corsavan and Astravan. For their new product forms Opel Turkey Pursue Primary Demand Strategies. In this case they give importance to the Turkey ’s demographic characteristics.
For attracting nonusers Opel Turkey apply some strategies in order to increase willingness and ability to buy. For example Opel Turkey arrange Combo Economic Contest in order to decrease the usage problems of customers and they aim with this contest to inform their customers about the usage of their new gear. Also they offer test drives for reducing the performance risk perceived by customers.
Opel Turkey also pursues strategies in order to increase the ability to buy of nonusers. They offer customers cash discounts and credits thanks to some banks, which have an agreement with Opel Turkey.
For the purpose of increasing the purchase rate of users Opel Turkey is encouraging the replacement of automobiles, because of this they sell motorized vehicles that are redesigned in Turkey Automotive Market.
Opel Turkey also pursues selective demand strategies. Opel Turkey is aware that buying an automotive for the first time requires extensive problem solving. In extensive problem solving buyers need information on brands and Opel provide buyers with detailed information about themselves and they points out that Opel automobiles are the most safe and environmentally friendly automobiles. They gives a great importance to availability of their vehicles they have broadened their distribution in order to expand the served market as a result of this they had a strong dealer network.
Another strategy that is pursued by Opel Turkey in order to expand the served market is Product Line Extensions. Opel has made horizontal product line extensions. They add new products with different features at more or less the same price level. For example, Opel Turkey offers the market 5 different new Opel Vectra with different features in order to serve a wider variety of preferences of customers. With its image car Speedster Opel Turkey made vertical product line extension.
Opel Turkey tries to acquire competitors’ customers. With this object they implement the strategy of head-to-head positioning. They apply heat-head positioning with superior marketing effort, and they offer their customers a superior after sales service , broaden dealer network, strong brand name, and higher quality cars.
To retain its current customers Opel Turkey gives a great importance to customer satisfaction. Beginning from a customer starts to use his or her car Opel Customer Service is always ready to serve. Whether the problem is Opel Assistance helps customer 365days 24 hours.
3.9 DETERMINAT ATTRIBUTES
The determinant attribute of Opel is “safety”. In accidents death ratio is so low, and the quality of Opel Safety create an image, a brand. That is why Opel sell your safety whiel your driving or passenger. So it can be sometimes expensive than its competitors, especially Opel Vecta. Despite of Opel Vectra high price, it was the leader its segment in 2001. and it can be said that ECOMOTOR technology is an defensive attribute. Most of the cars have eco systems but Opel is follower in environment friendly car. If it is looked that ECOMOTOR also save the user’s budget by low fuel consumption, it can be also a determinant attribute. The design and technical specifications of Zafira are defensive attributes. Zafira provides more space or more seats. Also Opel Corsavan and Astravan have determinant attributes. Their front parts are designed as Astra and Corsa and their back parts are designed as a Van. So when user carries its luggage, it feels him/herself in passenger car comfort.
4. MARKETING PLANNINGS AND PROGRAMS OF OPEL TURKIYE
4.1 PRODUCTS
4.1.1 PRODUCT MIX
PASSENGER CARS
CORSA
CORSA 3 DOORS
COMFORT
GSI
CORSA 5 DOORS
CLUB
1,2 LT
1 LT
ECO
COMFORT
COMFORT( 1,4 LT
COMFORT EASYTRONİC 1,2 LT
COMFORT DİSEL 1,7 DTİ
NJOY
NJOY ( 1,4 LT 16 v)
NJOY EASY TRONİC (1,2 LT 16 V.)
ELEGANCE
ASTRA
ASTRA
HB
HB START ( 1,4 LT 16 V )
HB CLUB ( 1,4 LT 16 V.)
HB COMFORT ( 1,6 LT 16V.)
HB NJOY ( 1,6 LT )
HB ELEGANCE ( 1,6)
NB
START
CLUB
COMFORT
COMFORT
DİSEL
NJOY
ELEGANCE
STATION WAGON
COMFORT
ELEGANCE
ASTRA COUPE
COUPE
COUPE LİNEA ROSSO
COUPE AT
COUPE TURBO
ASTRA CABRIO
CABRIO 1,6 LT
CABRIO 2,2 LT AT
CABRIO 2 TURBO
ZAFIRA
ZAFIRA COMFORT
ZAFIRA ELEGANCE
ELEGANCE AT
ELEGANCE AT DVD
ZAFIRA DVD
ZAFIRA OPC
OPC
OPC DVD
COMBO TUR
COMBO TURCLUB
1,7 DTİ
1,6 LT
COMBO TURCOMFORT
1,7DTİ
1,6LT
YENI VECTRA
NB
NB COMFORT
NB COMFORT
1,6 LT
1,8 LT
NB COMFORT DTI
NB COMFORT DTR
NB COMFORT DTR ACTİVE SELECT
NB ELEGANCE
NB ELEGANCE
1,6 LT
1,8 LT
NB ELEGANCE ACTİVE SELECT
NB ELEGANCE DTR
NB ELEGANCE DTR ACTİVE SELECT
GTS
GTS
GTS ACTIVE SELECT
GTS ELEGANCE ACTİVE SELECT
FRONTERA( V6 AT 5 KAPILI 3,2 LT 24 V )
OMEGA ELEGANCE (2,6 LT 24 V)
SPEEDSTER
HARDTOP( 2,2 LT 16 V)
SOFTTOP (2,2 LT 6V)
COMMERCIAL VEHICLES
COMBO:
CLUB
COMFORT
MOVANO:
COMFORT
CORSOVAN:
COMFORT
ASTARVAN:
COMFORT
4.1.1.1 PASSENGER CARS
OPEL CORSA
Corsa is in the S segment of Opel product mix. Generally it’s target market is youung pepole between 20-30, single persons, university or colege students and womens (espescially working womens) . For that reason its design is originall, look like a small turtle, but has a fresh and huge cabin.
In product line Corsa has 6 different brands. These are Corsa with 3 doors ( Comfort- GSI), Corsa with 5 doors ( Club) , Corsa Eco, Corsa Comfort, Corsa NJOY, Corsa Elegance.
Opel desgned Corsa GTI in 1990 years, and Corsa GSI is a follower of this echol. First Corsa GSI produced without hydrolic suspens,on and with hard suspension. So is was hard for drivers. Than in 2000 Opel redesignn Ople GSI and has produced a more usagable car. Depending on it ex-model, new Opel GSI has a freh inner design, and added hydrolic suspnesion. But Opel designers lowers the sport look in new GSI model. However it is still so fast with its 1,8 lt motor volume. Corsa GSI’s perceived performance risk minumum with these specifications.
Corsa Eco is most economical car in its class. The launch of the new Corsa Eco reinforces Opel's environmental strategy of using natural gas as an alternative fuel and developing the fuel cell as the drive train technology of the future. The Corsa Eco is affordable and environmentally compatible with unrestricted daily use. With the launch of the new Corsa Eco, Opel has again emphasized the leading role it plays in assessing the burden on the environment in a sustainable way and in the economical use of natural resources.
Opel engineers have developed another fuel-saving model and in so doing demonstrated that low consumption and CO2 emissions are not only attainable by diesel-engine cars
Notable examples include the Corsa Eco 3 and the G 90 study. The Corsa Eco 3 was shown to the public in 1995 and was the first car suitable for day-to-day use, requiring only three liters of fuel per 100 kilometers. The G 90 study from 1999 achieved CO2 emissions of only 90 grams per kilometer, a rate well below the 140 gram per kilometer target agreed for 2008 by the European Automobile Industry Federation.
The new car is also further evidence of Opel’s policy of introducing environmentally acceptable technologies in every automobile category as soon as feasible and at the lowest price possible. Thus the Corsa Eco is available at the same purchase price as the Corsa 1.0 with Easytronic. The same pricing strategy had also been implemented with Astra Eco 4 and the Astra 1.7 DTI. As further confirmation of this approach, more
Eco models are scheduled to appear in due course.
Corsa Eco uses Technical Principles First Seen on Opel Concept Cars
In order to achieve its low fuel consumption, the Corsa Eco has adopted many innovative techniques and taken advantage of the know-how that is gathered from a long series of consumption-optimized Opel concept studies, which have set new standards with their innovative technological solutions.
OPEL ASTRA
Astra is a segment at the T-up segment in Opel. Astra is a made more developed model in the Opel's products.
Astra was produced first time, in 12 August 1991 in Bochum production factory. After opening of 11 production factories, Opel produced more than 7 million Astra. It has been selling in the 90 different countries in world.
Astra is a more successful product than the other Opel models. First age of Astra, it is a most successful model among all Opel models. Open Astra is a successful in the environmental sensivity, security, comfortable in the world. Among these characteristics, attractive design, dynamic performance, and more choices and variety for the driver can be found. These characteristics prove that Astra is more than a car, it is a good investment.
First age Astra was produced 4.42 million items and this model is the most selling all times among Opel models. Second age model was produced 2.59 million units and make record. Sport model has a dynamic chassis and improve "ECOTEC" motor. The most important special priority is ECOTEC motors. This is one of the more important priorities against segments' competitors. ECOTEC motors have a fuel quality automatic balance and electronic remote exhaust fuel inversion. ECOTEC motors provide higher performance and economic fuel for the Astra. It is designed for environmental sensitivity usage.
Only it is not seems the technological improved on the Astra, driving comfort, automobile domination, body stretch, less volume level, durable to bending. Suspension system improved radically in style for more security. This system provides the balanced driving at hardest corners. At the same time wheel sensitivity is increased radically, this proves that Opel’s innovation in electro-hydraulic wheels system. This is a an another poof of success of the hard-working German Scientists.
Astra is more than a transporter from one place to another family car. It gives a safety trip, and makes people feel very comfortable. And also it has a wide carriage capacity for long journeys and holidays.
OPEL VECTRA
Designer and engineers of Opel creates Vectra according to satisfy today drivers’ expectations, they used new technologies and system for creating modern and attractive Vectra.
New Opel Vectra three models; Opel Vectra Elegance, Opel Vectra Comfort, Opel Vectra GTS.
Vectra’s first quality features are attracting at first sight. New Vectra take the driver with its details, luxury design and fine working.
Vectra is the most important product of Opel. Depending on strategies of Opel, it is usually developed. So it can be said that Opel use improve this product usually.
Opel newly launched New Opel Vectra in the J-Segment. The main competitors of Vectra are Renault Laguna, VW Passat, Ford Mondeo, Toyota Carina, Fiat Tempra and Pascal.
Vectra gives special importance to inside comfort. At first sight it can be seen these characteristics; * comfortable and free space for all people in it.
* comfortable inside design
* back seat gives panoramically sight space with raising sitting position
* driving sense with interactive driving system
Opel Vectra offers a perfect cabin security system for all people in the car. It provides an immediate airbag security system for front and back persons in the car during the crash.
Vectra Elegance has a voiced warning both front and back for parking in a narrow place. All the side mirrors delay steaming up in bad weather conditions. Vectra comfort and Elegance provides less fuel consumption and gives alert to the driver when the fuel is reaching minimum level by the effective working of car computers. And also the smart air bag detects the empty front seat and disables the airbag in the front and other side.
OPEL ZAFIRA
Zafira is in the family segment of Opel. Target market is big families, people who likes to have holidays, long journeys,. Zafira can provide more seat or more free space when needed. Zafira is designed for different environments. It is just an imaginative product. It has all Opel specifications and additionally it has flex system, provides more seat or more free space. The most important features of it are FLEX 7 systems and 49 different settle variety. Zafira’s designers believe that ever person have an unique world , it is matchless and personal. So they reflect their ideas to Zafira. Opel has an image on quality. It is too hard to guess what happened but feeling the quality, difference and safety makes Zafira user relaxable.
FLEX 7 Systems
By flex 7 systems we can hide the seat we don't need by fold them. Also by this way we will more place for loading.
Zafira Comfort: -Flex 7 seat system.
-ABS brake with 4 Channel.
-Driver and passenger airbag
-Electronic exist control (only at the1.8 lt and over motor)
- Immobilize
-The side mirror used by electric
-Front and back seat sheath
-12 V electric exist at backward.
Zafire Elegance: -Adding too the standard hardware
-Side airbag
-Intelligent airbag
-Road Computer
-Darkened back mirror
-The ceiling opened two-sided way with electric.
-Front window isolate heat
-Rear view mirror sensitive toward light.
-CD Changer
Zafira DVD: -Extra two Zafira entertainment features
-DVD/Audio CD player
-2 unit cables in fared earphone
-Remote Control
-7 LCD palatable screen
-We can connect (play station, video, camera) to outside source.
All of them;
-Functional accessory (shield seat until 12 years old systems for carrying bicycle, electronic exist with 12 V)
-Driving with comfort and pleasure (Ergonomic seat, sonroof, you can see from road computer how much road we can go with the remained oil)
-To linked world: backward and forward loudspeaker, security code that prevents theft. LED which burn and extinguisher dissuade thief, electronic voice comfort sensitive to car speed show us Zafira perfect music
OPEL OMEGA
The slogans of Omega are "The whisper of road like invitation. Perfect time...” and “All the control under over our finger. All the command under your hand” and "Sometimes stones suit very well to their place. The perfect harmony of esthetic and style. Also it doesn’t give up conform at all."
"Omega likes an eagle with delight on life and right confidently toward future." For the effective control it posses SDSA chassis engineering produced by high technology. All Omega has effective confident system and excellent drive harmony. The geometry of steering wheel and suspension really give us feeling of confident. It has got systems of easily speed technology, extraordinary road control and at the same time perfect break. You can read easily traditional indicator. It has electronic air condition in middle control panel and this air condition has wise weather Quality perception.
Technical Features
1) S-DSA Dynamic Suspension Systems.
2) It has back and forward axle, which used for changing amortization adjustment.
3) Passive Confidence preventions: Driver, passenger and side air pillow.
4) Gas butterfly with electronic control provide voice minimization and traveling passed Quietly.
5) Active pilot prevent your head from injury at the time of accident.
6) 2.6 lt. V6 motor, 180 peak horse.
Level of Hardware
1) Steering Wheel command for radio, Cd player and tape recorder.
2) Xenum front headlights and headlight washing system.
3) Fog headlight
4) Road computer and screen of much data.
OPEL FRONTERA
Frontera off-road was designed for whom like adventure and trips in nature. It doesn’t matter to use it in the city and nature. It also has ECOTEC motor. Frontera’s slogan is “ Feel the nature of life and nature-life”. Also safety and comfort is important in Frontera. The users of Frontera create their life styles.
OPEL SPEEDSTER
Most of the car producers sometimes produce high cost cars for special customers. But they are not produced more, because they are in high prices. The main objective is creating an image and serving niche markets. Speedster is a kind of an image car. The target market is high-level earner, especially young people and having a fast life style.
4.1.1.2 LIGHT COMMERCIAL VEHICLES
OPEL COMBO
Opel COMBO gives more advantage, economy in wallet & confidence in the light commercial vehicle segment. Opel shows that it is specialists in the transportation job with renovation in the light commercial vehicle segment, which have approximately 3.5 ton. New Serviceable COMBO, which is the newest star in the Opel's family; completed the heavy commercial vehicle class.
New COMBO creates wide area and empty space with its monocabin concept. COMBO was designed and produced according to deal with daily transportation problem with its wide back doors, trowel doors (it is optional), and low ground. Wide back glass and folded side mirrors gives confident and easy trick capability.
Back doors are opened 1800 so the heavy loads can be easy loaded. Usefulness is the priority of COMBO. It can be easy loaded and reloaded things with help of wide back doors; and COMBO has got 6 different points for carry the load confidently
New COMBO combined comfort and the best security system in its class in a suitable way. COMBO's cabin, design and configuration; creates ergonomic working space, during tiring daily work. At the same time, during a crash the air bag is opened. Also COMBO has a passengers' airbag option.
The pedal folded system decrease the wounded rate at the front crash with gives the pedal to get out from their place.
COMBO's ECOTEC motors really economic and rash for drivers and other users. Opel used its ECOTEC motors in COMBO also.
OPEL CORSAVAN
Corsavan designed for small amount loading for big companies. It can be used not only for job also for another good. It's price and cost of operation is very low. Opel’s newest and smallest of the commercial vehicle model. It has 1060 lt. Cargo volume 410kg, 857 mm loading area and height, length of loading 1309 mm 1,7 DTI ECOTEC motor fuel economy, superior pulling force Electro-serve steering wheel, remote control, central lock, driver airbag and air condition.
OPEL ASTRAVAN
Like Corsavan it uses outside the work. It is suitable for commercial uses because of price and cost are really less. There are two categories of choice 17 DTI and 16V ECOTEC motor. Motor's volume is 1686 m3 (metre cube ), 754P Power; transportation capacity 535 kg. Load part's height is 886 mm, 100d part's length is 1701 mm.
Corsavan and Astravan is new product and new market of Opel. And Opel applied new product line strategy.
4.1.1.3 HEAVY COMMERCIAL VEHICLES
OPEL MOVANO
In 1999 Opel introduced Movano and update the heavy commercial car series. Heavy commercial car model Opel offer whole and peerless series to its customer. It includes all Opel specifications like safety, comfort and bib carriage and loading capacity. It is the only brand of Opel in heavy commercial motorcars.
4.1.1.4 SECOND HAND MARKET
In the second hand passenger car market, customers can find also Opel quality and approach. And customers can change their old cars (that is small than years and maximum in 100,000 km) and can get new ones, by this way Opel encourage replacement and increase purchase rate among users. And Opel increases ability to buy by providing with different credit alternatives. Opel also provide facilities it increases willingness to buy. It provides 12-month road-help service and 12-month unlimited km guarantee and free 2000 km car control. All second hand Opel passenger cars and light commercial cars are controlled carefully. Opel control 114 important points of the car (see appendix…). This system is called OK Quality service in Opel. The strategy in this is increasing willingness to buy and show that “Opel thinks you, be relax, just feel the comfort, because everything was thought for you”. The supplier of Opel, Sonax cleans, polishes, and make it new. All these quarantines are available in North Cyprus Turkish Republic.
4.2 PRICING STRATEGIES
Opel is an import brand, it is a brand influenced by economic situations and currency floating. For this reason, it can't provide price stability many times. This causes them to be more costly than competitors whose production facilities are located in Turkey. So, price set by Opel can be higher than its competitors. However, price set by Opel can be said to be appropriate because of its determinant, powerful brand image, customer base, customer loyalty and technological improvements. They use diversified strategies while setting prices. Opel's prices change according to type of product. Connected to this, we can say that the apply "product line pricing strategy." Opel sets the price steps between various products, customer evaluations of different features, and competitors' price. For example, price of Corsa and price of Vectra are different. And also price of Vectra GTS and price of Vectra Elegance are different. In addition, they apply "optimal product pricing strategy". For example if you want air condition to the car, which hasn't got an air condition, you must do extra payment.
Profitability will be high in the luxury vehicle because of the segments features. Second-hand buying process has a special income and profit potential. At first they repair and control the second-hand cars, then they offer it in the distributors for selling
They committed only "cash discount as "price-adjusted strategy" They make very little discount in cash selling. Foreign exchange rate don't give any more permission for discount.
There are 4 factors, which Opel used in price strategies
-Pricing objectives
-Cost
-Competition
-Demand
Opel's pricing objectives in volume-oriented. It states as the percentage of market share that the firm would like to achieve.
Costs are the major concerns of a price determiner. As a company make export their cost change according to the foreign exchange rate. When rate increase, also cost increases.
Competition needs to formulate a pricing strategy. Opel has same opportunities for product differentiation, so it can exert some control over pricing. Product differentiation offers an opportunity to control prices only within a certain range. Opel is in a very competitive product line comparison.
Demand is affected by ability and willingness of customer to buy, benefits that the product provides to customers. Opel don't suffer from demand because they had customer loyalty and wide types of product in other words differentiated production.
Opel's price are elastic, Because when price increase, demand decrease, when price decrease, demand increase.
4.3 PROMOTION STRATEGIES
The marketing communication mix of Opel Turkey includes specific mix of advertising, sales promotions; public relations .The promotion mix strategy that is used by Opel is pull strategy. Opel directs its marketing activities toward final customers. Far this aim Opel Turkey use especially advertising and consumer promotions.
Opel has a contract with Frankfurt-based McCann-Erickson, Brand Communications Agency. When McCann-Erickson send Opel Turkey advertisements Opel Turkey translate them into Turkish adjust them and control whether thre is a n error in the context. Opel Turkey uses the broadcast media when a product is newly launched, then they uses print media. Opel Turkey also employs the display media , for all products they are prepared specsheets ( 2 page.,4 page, 12 page ,or 24 page ). On the web Opel Turkey also promote its products. Customers can reach the information from the page of Opel Turkey, .
“Opel Fresh Thinking for Better Cars” is an image campaign. The objective of this campaign is building corporate image.
After launching the campaign with an image film that defines Opel’s identity in terms of its heritage, current products and new orientation, the TV spots following in February will which feature the Opel Astra Cabrio and Opel Zafira and carried an emotional message. Advertisements appearing in daily newspapers and magazines also stressed the campaigns focus on products. A restyled corporate design with a new Opel emblem and a warm shade of yellow as the brand color, visually underscored the new approach. The new campaign reached a preliminary highpoint in March when it features the all-new Opel Vectra. The mid-size model was launched into the market in April. Opel developed this new image campaign together with Frankfurt-based McCann-Erickson, Brand Communications Agency.
The strategic goal of the campaign, aside from promoting new products, was to present Opel and the brand assets the company stands for in a more forceful and self-confident manner. Creativity, versatility, dynamism and quality are the essential characteristics the campaign aims to communicate.
Opel Turkey uses consumer promotions rather than trade promotions because they like promotions that are known by final customers than that are not announced such as trade promotions. They use Point –of purchase materials for consumer promotions. They also offer Advertising Specialties like pens on which the brand name is written. For example, nowadays Opel has a campaign for Corsa Eco model. Volunteers drive the car, and if you spend the least fuel volunteer win a Corsa eco. By this way non users can learn something about Opel and its Eco Motor.
Opel Turkey also arranges promotional events like games directed toward final customers . For example Opel Turkey organized a photography contest around the theme? Kids and Opel.? The objective was to reinforce the close link between the Opel brand and the daily family life in Turkey, and to emphasize how interwoven art and technology is through the concurrence of the art of photography and the technology of car design. With over 1400 participants from all over Turkey, the program drew interest from Opel customers, photographers and from the media. The jury was comprised of prominent photographers as well as Opel Turkey ‘ s Managing Director Erhard Spranger and Public Affairs Director Semiha Baban in those days. The award ceremony, held on the National Children's Day in Turkey, April 23, drew wide interest from the media.
There is an another example. Opel Turkey prepares special games for introducing its new products. For Combo, Opel Turkey organize “Load everything on Combo” game. The objecitive is proving that how a Cobmo have loading capacity. It also proves tat every luggage can find some space in a Combo. And at the end of the game visitor can recommend the game to a friend. By this way Opel expand its customer database, and increase loyalty.
For introducing new Vectra model in Turkey, Opeldesign a CD_ROM that incudes a puzzle. Opel Turkey distribute this CD-ROM by agencies to final users. In the puzzle , users combien pieces for seeeing Vectra’a Life-Style.There are four kinds of puzzle, as there ara four kinds of new Opel vectars. So Opel can build a product line image.
Nowadays Opel Turkey has a new sales promotion in the form of Premiums; the customers who purchase Combo are given free air conditioner .
In celebration of 100th anniversary Opel Turkey apply special event pricing to draw more customers. In celebration of its 100th anniversary, Opel, rolled out special 100th anniversary models of its popular Corsa and Vectra, with advantageous pricing and rich options packages The Vectra CD Centennial, which will be produced in limited numbers, comes in ice blue, metallic burgundy and emerald green. With a 100th anniversary logo on the side supports, dual-colored front dashboard and aluminum alloy wheels, the Vectra CD Centennial is offered at TL 11,367 billion. The Corsa GLS Centennial, which is based on the Corsa GLS model, has additional features in addition to its standard amenities; Car400 radio with tape player, electrical and heated mirrors, ABS, passenger-side airbags, air conditioning and adjustable head lights. Also sporting a 100th anniversary logo, the Corsa GLS Centennial is offered at TL 5,736 billion.
Opel Turkey offer cash discounts for its customers sometimes they offer cash discounts for a certain time period to its dealers, but in general they prefer promotions that are directed to final customers.
Opel Turkey gives importance to trade fairs. Opel Turkey, believes that both national and local fairs contribute to economy. So, Opel attend some Auto Show Fairs.
Opel’s corporate culture of "striving for excellence” embraces not only affordable technology but also special events and the arts. The company's participation in motor shows and special events addresses both auto enthusiasts and consumers interested in learning more about the automotive world. Opel also reaches out to innovative and high tech "style leaders" and young artists in the graphic arts and digital media.
Opel give special attention to Motor Sports. In last years Opel team won cups in tournaments. Giving support to Motor Sport is an important part of its marketing strategy. Was started in 1979 for encouraging young drivers. And then Opel Junior Cup replaced instead of Opel Kadett Cup
OMS pilot Hamdi Ünal met with his fans at Opel Motorsport stand which was arranged in open air near Cadde Bostan Migros supermarket. Opel Astra G Kit Car was shown between 11:00 A.M. and 18:00 P.M. on Sunday. Visitors were very interested in the Opel Astra G Kit Car, and many participated in a test drive of the new Opel Vectra at the same event. Especially the attention of women played to OMS pilot Hamdi Ünal and his Opel Astra racing car was worthwhile to be seen during the activity .
To create an image and image awareness, Opel also sponsor some famous people and sport teams, orchestras.
Sponsorshıps:
Beşiktaş
Lucescu
Gülben ergen
Behzat uygur
İzmir State Sypmphony Orchestra
Opel Turkey has an Public Affairs department. They are aware of the significance of public relations. They have strong relationships with media especially with Show TV.
4.4 DISTRIBUTION AND SALES STRATEGIES
Opel wants to hold dealer network in this situation. This is a condition developing parallel to market. Opel has 52 dealers in Turkey these dealers are very successful in the sale standards area. They are continuing their activities with customer satisfaction and quality mentality. Opel has some district rules in giving dealer. For example, dealer cannot sell both Opel and Toyota. Opel Turkey recommends a price for the dealer. But dealer can change the price depending on some factors like local competition, local economic conditions.
Opel give special training to its dealers in Opel Academy, to give the philosophy of Opel. By this way Opel can create an effective connection between the corporate and final user. So these trainings are very important.
Opel use generally railway transportation and marine transportation depending on its environmental politics. The imported cars are reached Torbali-Izmir. And then it is distributed to dealers. Opel generally don’t make big discounts for dealers. However Opel make discount campaigns for final users. It is more important to sell at lower price to the final user instead of selling to a dealer.
Fleet Sales, Companies Fleet Sales: Individual sales decrease, because of economic crisis, so the producers make a new targets themselves, which called fleet sales. Fleet Sales means collected marketing to firms and unions, as shown in the number there are increasing period in this sales category.
Fleet Sales in the Total Sales: During the individual sales decrease, fleet sales increase so this gives the market a bit revival. And the aim is to snatch a portion from this market.
Programs of Opel, which called OK Quality vehicle, also it continuous in Europe last few years. This system is a new in Turkey. And we can say that will be developing in the coming years and will be come stronger
Opel, sells guaranteed used cars just in Izmir Egem, Ankara Opiz and Opan, Istanbul Gercek, Erpas and Gedizler now. In addition, sold second-hand Opels are controlled in detail and repaired with 114-point control certificate.
The imported cars reached İzmir and then distributed to dealers. In Europe, Opel use railway transportation because of environmental sensitivity. But in Turkey railway system is not suitable for fast delivery, so road transportation used mostly.
Opel gave importance to after-sale service since 2001 in a situation in which automobiles are approaching each other technologically with a mentally which knows that after sale service quality is the differing factor.
Opel Turkey have adapted to Europe with ‘ NGMS ‘ support that is produced for Opel Turkey by Netsis. The system has been put into the effect on March 4, 2002.
Through the help of GM* Drive System which is used by General Motors in al Europe, it can be easily reached every information from the production to sale of a vehicle. With the integration of GM* Drive System, which includes information especially on production and all types of shipping and sales data, and NGMS dealers are able to follow step by step at what stage their imported vehicles are from the beginning of order stage.
Indeed GM* Drive System is a typical vehicle distribution system. NGMS System that is developed by Netsis for Opel Turkey provides adaptation to Europe by eliminating the differences in legal arrangements and in Turkey and the body of custom law in Turkey. Via this new application, Opel Turkey can follow all the processes in Europe as from the order.
NGMS also makes a great contribution the business processes in Opel Turkey.
With the help of NGMS, firstly, it can be seen that for what week the car is planning to produce. However, the information as to when the vehicle enter the production, and when it get out of the production, can be followed step by step. You get information from as soon as the vehicle get out of the production to having a bill for the vehicle. With start to NGMS to work, it is possible to reach such information regarding get out of the custom of the vehicle, coming of the vehicle to the duty-paid area of Opel Turkey, and sending the vehicle to the warehouse. Searching whether there is a barrier for the vehicle to pass through customs because of the physical conditions of the vehicle or deficiency of any paper, if there is, entering this information into the GM* Drive System are other advantages of the system.
Opel also give special trainings to its dealer in Opel Academi. Opel Academy. Opel believes that their works more than produced must confident car of the world. Supeiror car is has got perfect service and perfect quality sales of service at the same time according to their perception.
As aproduction process, before and after sales the product giving the most quality service is the biggest aim of opel.
- Opel Acedemies duty is provide information and teaching them to the opel's employee in Turkiye.
- opel Academy is an investment for protecting leaders of Opel and Opel success in Turkiye, Also to increase the opel succes, and this investment is long-term investment.
- Opel thinks They can reach to the real and permanent succes if all employee give service appropriated to the Opel's name so for this perception they must educate employee well for this education they give special importance to the Opel Academy.
- Opel Academy is the centre of education in Turkiye. Opel Academy gives information and education about technical, and not technical (admistration, sales) to the Opel's distributor.
Opel Academy has a capacity in one year
- gives technical information to 5976
- gives not technical information to 7470
- provide sistem & computer education to 2490
Opel Academy especially wants to teach Opel's distributor's employee about, Opel's standards, and for using this standards at appropriate way also to serve the customer at the best way, and they have education program for this aim. Here the aim is to give helpfull information for giving the needing service according Opel's standard.
Nowadays, in most of country in the world the people who have saw Opel's logo think the confidence. Of course this is not easy to create the sense of confidence. The biggest effect for creating "Opel Customer enthusiasms" is enthusiasm for creating and common service perception for all Opel's family. Opel for creating "Opel Customer enthusiasm" it used Opel Academy spread the service and quality standards in Opel Turkiye.
Opel used different programs for implement this strategy.
1) Technical Education: Educations priority, appropriate to the Opel's world standard. The aim with technical education program to prepare the employee. Technical education both for distributors about specialist service employee needs and to acknowledgment about renovation about products
2) Sales Education: Opel educate its distributor about sales education to give service appropriate to the Opel's standards, because the customer can take information and perception about the company in the sales point from the sales point from the sales employee. this education's place is the special area in Opel Academy building called Opel Showroom Place for education and the education giving with a practice.
3) Administration Education: This part's aim is educate the distributors about service manage and accounting information for operating their activity systemical and healthy.
4) System Education: This education for service and sales employee, edministration employee, all computer users in Opel's distributor.
4.4.1 AFTER SALE SERVICE
Purchasing an Opel Is Only A Beginning...Since users purchasing a new Opel from seller and start to use it, Opel Customer Service is beside users. Opel Customer Service will help users in every aspect from “roadside” support to usage advices; from new maintenance methods to improvement products. Although many diversified services are being given to Opel users, Opel’s main duty is focused at one point: to satisfy its customers.
Opel Assistance
Whatever problem you have with your automobile, Opel Assistance keeps its promise to give service to Opel customers 365 days and 24 hours. With all its partnerhips in Turkey and in 30 European countries, it helps you beyond your expectations, no matter whereever you are. Alternative transportation and banking services are just a few of them. When customers need help, all they have to do is to call the following telephone numbers in Opel Assistance Center: 0 800 211 40 26 and 0 212 274 74 47.
Before calling, customers should keep International Service Certificates and help service cards with them which can be found on the last page of the maintenance book. Because those include some important information such as automobile chassis number and the date of going out to traffic that can be needed on the phone. Besides this, the customer should give the exact place, model, color, chassis number of the car. And if it is possible, they must be ready to define the problem.
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Help on road in case of a breakdown: When his/her vehicle leaves the customer on road, Opel Assistance will be in the place of incident in the shortest possible time, in order to correct the failure and make the vehicle ready to be used again. Opel Assistance help is also given in damages threatening the driving safety which can occur in safety belts, windshield wipers, turn-signal lights, headlights or tyres. In the case of need, Opel Assistance provides additional gasoline as well.
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Pulling services: With or without a trailer, when a vehicle breaks down and road help does not give a favorable result, Opel Assistance charges an agreed pulling service with this task and the vehicle is pulled to the nearest Opel Service.
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Renting a car: If the repairment of the vehicle can not be finished on the same day, Opel puts a rented vehicle with the nearest possible standards into customer’s usage. The charge of this rented vehicle is also covered by Opel. However, this period can be 4 days at most.
In the cases when renting service is not possible: If the customer wants to go on his or her journey, he is given a round-trip ticket. If the customer decides to wait until the repair is completed, then he or she is given accomodation service.
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Round trip: If the repair of the vehicle cannot be finished in the same day, as an alternative to renting service, the customer’s trips not shorter than 6 hours are provided with a first-class train ticket while trips longer than 6 hours are provided by an economic-class airplane ticket. The costs of the journey from the breakdown point to the customer’s home or to another planned destination (if it can be documented) can be 1200 DM at most.
In some special occasions, “renting”, “round trip ticket” and “hotel accomodation” services can be combined with an approval from Opel Assistance Center.
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Hotel accomodation: If the repair of the vehicle cannot be finished in the same day and the problem has taken place 80 km away from the customer’s home or further, he or she is provided to stay in a 3-star hotel or in a hotel similar to it. This service does not include food and beverage expenses. The hotel expenses during the repair period are covered by Opel as long as it is not more than 4 days.
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Bringing vehicles: When a customer has left the place of incident, his or her transportation to that point will be provided by a first-class train ticket for trips shorter than 6 hours; by an economic-class airplane ticket for trips longer than 6 hours. This transportation service is for only a single person and 1200 DM is paid at most, as the transportation fee. This service is used either by the vehicle owner or a person authorized by the owner.
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Transfer of auto parts: If breakdown occurs abroad and the parts needed cannot be provided by the local Opel Service network, then the transfer of these parts and their transportation fees (except than tariffs) are all paid by the local Opel Assistance Service.
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Banking operations: In emergencies abroad, necessary information and help will be provided by Opel Assistance in order to make the customer able to use his/her private accounts and perform a money transfer when required.
Opel Service Standards
Opel’s priority is to give a first-class after sales service and to please you as much as possible. Opel has certain standards to reach this goal. The followings are the services provided to you in each Opel sales office;
- Direct Reception: When a customer brings the car to the service, reception chief takes it and give the customer the opportunityto tell all his/her complaints about the car at the moment.
- Estimated Cost Before Service: All operations that will be implemented on the car are filled into a “business order” form and an estimated cost is given to the customer. In addition, a copy of the “business order” is shared with him/her.
- Alternative Transportation Opportunity With Reasonable Pieces: According to a demand from customer, alternative transportation opportunities are also presented with very reasonable prices.
- Detailed Invoice Explanation After Service: The branch offices make detailed invoice explanations to Opel customers about each operation posed on their car, pieces that are changed and their total value.
- Right Repairment At Once: The car is examined in detail by the experienced service team who has come from a long education period at Opel Academy.
Marketing Support Center
Opel Marketing Support Center is ready for your calls from Mondat to Friday, between 08.30-17.30 hours. University graduate experts experienced in the field of communication are always in this center to listen customers and find absolute solutions to their problems. They aim to give service beyond the expectations of the customers. In Marketing Support Center, an expert singly takes the subject of each customer into consideration. The same expert is interested in a customer from the first phone call to the resolution of the matter. Service fields are;
- Topics that customers wonder about Opel products
- Questions on technical subjects
- Guarantee services
- Consumer rights
4.4.2 AFTER SALE SERVICE FOR COMMERCIAL VEHICLES
Opel Commercial vehicle aim at daily sub or their customer to be continues with out any delaying. They take comprehnsive first class service.
It is very important to be used continuesly for Opel. The service denoted below specially prepared for commercial sector and also is aimed as minimize the time of being out off service.
1) Diagnose at the moment: Customer can go Opel Comnmercial Vehicle retailer with out any appointment. Urgently jobs completed at the minimum time when the customer wait. If it is impossible the retailer gives the another days for appointment
2) The guarentee for 3 year: The all the new Opel Combo include 3 year guarentee. If the opel Combo wait very long in the opel retailer for repair opel give the owner another vehicle temporary.
Also if it is low probability in the condition of remaining at the road or any other situation the owner can call Opel Assistance.
3) Customer Information Center: Opel commercial vehicle retailer read for answer the question of their customer and special wants. Opel information center serve for opel cusotmer in the need of information.
Opel respect strict company standard and international standard at the development, production, design area. Quality concept is not only production of first class Opel. We aim at high quality at our service and try to be effective after sell of automobile or vehicle.
4) New one guarentee for one year: There is no Km limit. This guarentee continues 12 months after submission date.
5) 12 year guarentee became rusty: Under the condition which stated in the commercial vehicle book, about repair and control at the right time Opel gives 12 year guarentee agains rusty.
6) 3 year guarentee for Opel storage battery
7) 1 year guarentee for Opel part and accessory: With any km limit
8) Parts and Accessory Service: Opel sell from Opel shop the parts and the other accessory which make Opel comfortable, usable and more special for person.
5. BCG MATRIX AND PLC OF OPEL TURKEY
In the investments of Corsavan,Astravan, New Vectra VEctra and Combo, There is a heavy initial capacity expenditures, high research and development costs. New Vectra, Vectra and Combo is good at assessing chances of dominating segment, so they cross stars stage. Corsavan and Astravan are new, so they may go after share or redefine business or withdraw.
In the investments of Corsa, Zafira and Movano, there is a continual expenditure for capacity expansion and pipeline filling with cash. These products continue to increase market share.
In the investment of Astra and Frontera, there are capacity maintenance expenditures. They maintain share and leadership until further investment becomes marginal. There is no product to withdrawal because of gradually deplete capacity. Omega is in decline stage. Opel will develop new products instead of Omega.
In the product life cycle of Opel, New Vectra, Corsavan, and Astravan launched new to the market. So there are in the introduction stage. But buyers know the Vectra brand and they are familiar with this brand. Opel promote New Vectra with its new specifications.
In the growth stage, Vectra and Combo models are stated. They were launched to the market successfully and their follower comes back from them (New Vectra- Corsavan, and Astravan).opel perform more effort to raise tehri saher in the market.
Corsa, Zafira and Movano are in the maturity stages. Zafira is another success example of Opel. It is very suitable for families and also who likes journeys. Corsa market share is loweirngits segment. It has strong competitors. So it can decline at an unexpected time.
Astra was at decline stage, but Opel modified it , make a product development for Astar. Astra is also having an important share in its segment.
Opel don’t make more investment on Omega and Frontera. Opel think tahat thet reach their target customers for Frontera and Omega. Frontera can live more than Omega. However, Omega doesn’t have more product life. Opel designed a new one like Omega.
6 CONCLUSION
Opel was founded in 1862 and joined the GM in 1929. opel produces and sells vehicles all around the world.
Opel Turkey was set up in Torbalı , Izmir in 1990. Opel Turkey made production of Vectra and Astra in Turkey between 1990-2001. Opel Turkey is a Foreign Direct Investment. Beginning from its establishment Opel Turkey has a significant role in Turkey automotive industry.
In 2001 Opel Turkey stopped the assembling. This decision is a part of the global strategy of GM. This decision was made by taking into consideration the changing global market conditions.ın 2001 Opel Turkey again return back to market with a 6 million dollars investment, Opel Turkey converted its plant inTorbalı into spare part warehouse.
Today, Opel Turkey serve its customer in sales , sevice, and after sales service.Customer satisfaction is of great importance to them. They aim that Opel Turkey will be most customer friendly company in Turkey.
Opel Turkey has a wide distribution network. With 50 dealers they serve their customers in the best way. In order to give the customes best service, dealers are training in Opel Akademi.
Opel Turkey lauch to the market new products in order to strengthen its market share. New product development studies are made in Germany. In these days Meriva, and Signum are important new models for Opel Turkey.
Opel Turkey continue its sales with the models of Agila, Corsa, Astra, Vectra, Zafira, Frontera, Omega, Speedster, Combo, Movano, Astravan , and Corsavan.
Vectra, Corsa , and Astra are the most trusted vehivles by Opel Turkey. They aim to make Vectra the leader of its segment. They invest more in Vectra, Astra, Corsa and trade vehicles.
With its models Astravan and Corsavan , Opel Turkey create a new segment called “ car derived van” in Turkey.
The main competitors of Opel Turkey are Renault, Toyota, Fiat and Ford. Opel Turkey is try to acquire competitors customers by offering new products. The sales volume was high in 2000, but as a result of economic crises the sales were decreased in 2001. although this decrease Opel Turkey successes in protection of its market share.
Opel Turkey is also successful in the area of second-hand vehicles in Turkey with its Opel OK.
The main objective is Opel Turkey is continues customer satisfaction. Suitable with its mission “ fresh ideas, better cars “ Opel Turkey continuously offer new technologies to the Turkish automotive industry. Ecotec engines support their committee to the environmentally friendly vehicles.
Safety is also important characteristics of Opel vehicles in the market. new developments will increase Opel ‘s competitive advantage in the future.
REFERENCES;
BOOK REEFRNCES;
GUILTINAN, Joseph P. , PAUL, Gordon W. , MADDEN, Thomas J. , MARKETING MANAGEMENT, USA, McGraw Hill( 1997) ,
MAGAZINE REFRENCES
Capital March 2002
Capital November 1999
Globus November 2002
Autoshow November 2002
ELECTRONIC REFENCES
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GM February 2002 Catalouge
Bengu Gokdemir-Opel Turkey car Line Manager
Bengu Gokdemir – Opel Turkey car Line Manager
Bengu Gokdemir-Opel Turkishey car Line Manager
Bengu Gokdemir –Opel Turkey Car Line Manager
Bengu Gokdemir –Opel Turkey Car Line Manager
Bengu Gokdemir –Opel Turkey Car Line Manager
Bengu Gokdemir –Opel Turkey Car Line Manager
Opel Corsa promotion booklet
Opel Astra Promotion Booklet
Opel Basin Bulteni 15.08.01
Opel Basin Bulteni 15.08.01
Documents given by Opel Turkey
opel basin bulteni 23.12.2002
Bengü Gökdemir-Opel Turkey Car Line Manager
02.09.2002 - Ekonomik Çözüm
Bengü Gökdemir, Opel Tukey Car-Line Manager
Bengü Gökdemir, Opel Tukey Car-Line Manager
Bengü Gökdemir – Car Line Manager
July 2002, Capital, Page: 79
July 2002, Capital, Page: 79
July 2002, Capital, Page: 79