In this report OPEL is examined in terms of all the marketing tools, strategies and competition.

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1-EXECUTIVE SUMMARY        

2-OPEL IN WORLD        

2.1 THE STORY OF OPEL        

2.4 INNOVATIONS OF OPEL        

2.3 MISSION AND VISION STATEMENT        

2.4 CORPORATE STRATEGIES        

3.OPEL TURKEY        

3.1 HISTORY        

3.2 DEPARTMENTS        

3.2.1 MARKETING DEPARTMENT        

3.2.2 SALES DEPARTMENT        

3.2.3 AFTER SALES SERVICE DEPARTMENT        

3.2.4 FINANCE AND ADMINISTRATION AND HUMAN RESOURCES DEPARTMENT        

3.2.5 PUBLIC AFFAIRS AND ADMINISTRATION DEPARTMENT        

3.2.6 DEALER NETWORK DEVELOPMENT DEPARTMENT        

3.3 MACRO ENVIRONMENT        

3.3.1 DEMOGRAPHIC ENVIRONMENT        

3.3.2 ECONOMICAL AND POLITICAL ENVIRONMENT        

3.3.3 TECHNOLOGICAL ENVIRONMENT        

3.3.4 NATURAL ENVIRONMENT        

3.4 MICRO ENVIRONMENT        

3.4.1 COMPETITORS        

3.4.2 CUSTOMERS        

3.4.3 DISTRIBUTION        

3.5 OPEL TURKEY CORPORATE MARKETING PLANNIG        

3.5.1 CORPORATE STRATEGIES        

3.5.2 MISSION AND VISSION STATEMENT        

3.5.3 SWOT ANALYSE        

3.5.4 OBJECTIVES        

3.6 SEGMANTATION AND TARGET MARKETING        

3.7 RELEVANT MARKET        

3.9 DETERMINAT ATTRIBUTES        

4. MARKETING PLANNINGS AND PROGRAMS OF OPEL TURKIYE        

4.1 PRODUCTS        

4.1.1 PRODUCT MIX        

4.2 PRICING STRATEGIES        

4.3 PROMOTION STRATEGIES        

4.4 DISTRIBUTION AND SALES STRATEGIES        

4.4.1 AFTER SALE SERVICE        

4.4.2 AFTER SALE SERVICE FOR COMMERCIAL VEHICLES        

5. BCG MATRIX AND PLC OF OPEL TURKEY        

6 CONCLUSION        

REFERENCES;        

 GRAPH 1The comparative sales amounts Opel and The Market........................35

GRAPH 2Actual sales of imported passenger cars................................................35

GRAPH 3Actual sales of imported light comm. Vehicles.....................................36

INTRODUCTION

OPEL TURKIYE is a member of GENERAL MOTORS, which is the largest automotive corporation. It operates in Torbalı, İZMİR. As a foreign brand that operates in Turkey OPEL .is of great importance for the automotive industry of Turkey.

OPEL has an important market share in the automotive industry. It has an extraordinary position in the market, large product line strong distribution channel and advanced technology.

Because of the automotive industry is a developing sector in turkey and the other countries. OPEL is a company that follows improvements in the sector. The other important point is the market type. Because of the oligopoly market OPEL have to protect its market share and competitive advantage and also expand its share by head to head competition.

In this report OPEL is examined in terms of all the marketing tools, strategies and competition.

Finally, we want to thank Bengü Gökdemir OPEL TÜRKİYE car line manager for her all support and special thanks to Fatih Günel, Özge Can, Yavuzhan Özkan, Ahmet Devrim.

1-EXECUTIVE SUMMARY

Opel Turkey was established in 1990 in Torbali-Izmir. It is shown that in first three car models by users. Among its partners there is the biggest car producer of the world , General Motors. Opel took attractions on it, during 1990-2001 by producing and selling Vectra and Astra. In Turkey, Opel keep up 3 S ( sales-service-after sale service) strategy. It has approximately 50 formal dealers. Opel also has strong dealer network.

Opel is increasing its share every year except crises years. Opel Turkey present in passenger cars Algila, Corsa, Astra Coupe, Vectra, Zafira, Frontera, Omega, and image cars (Speedster). The general specifications of these brands are “safety”. Opel gives more attention to safety technologies. In so many situations Opel is innovator. And also Opel engineers designed ECOMOTOR system. It is friendly with environment and consumes less fuel oil; it is also friendly with consumer budget.

Opel’s slogan is “fresh ideas, make better ones”. It gives more important to creativity. Opel can be seen a new firm in the sector. But it has leader brands like Vectra, and Astra.

In 2000 the crises in Turkey and changes in GM strategies on world cause stopping the production in Torbali production facility. But Opel still distributes and sells cars. And now it keeps this position. Additionally Opel distribute and sell sub-units. According to the General Motors strategy Opel Turkey is used as a sub-unit base. Opel Turkey also broadens its distribution and educates their dealers to keep quality when reaching final users. Because dealers have an important role in buying process. So Opel Academy was established for trainings of dealers. Also Opel Assistance helps Opel users during an accident or another unexpected situations.

There is a hard competition in the sector. Opel plays an important role in the sector. GM is the leader in world automotive sector. So Opel have big advantage, so does Opel Turkey. Opel Turkey makes head to head competition in the sector. Opel tries to expand its served market by using its forces; Opel academy, Opel assistance, ECOMOTOR Technology, Safety Cars, etc.

Its promotions are generally about its products feature especially to introduce new features. For example, Combo is in the growth stage in PLC. On web there is an interactive games that user can play. The objective is How a Combo is huge? Or puzzled that emphasizes the New Vectra’s features. Opel sponsors some sport (football-motor sport), art (Photograph exhibitions-orchestras) activities to create an image on public and create awareness.

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.

2-OPEL IN WORLD

Opel is a brand with a long-standing tradition in Europe and today produces and sells vehicles worldwide. Opel was founded in 1862 in Rüsselheim, Germany and joined the General Motors family of cars and trucks in 1929.

Adam Opel founded Opel in 1862 to manufacture high-quality sewing machines in volume. The company later became a leading producer of bicycles before assuming its current role as one of the world’s largest producers of automobiles. Opel’s vision has remained constant from the beginning: make technology affordable for everyone
.

Opel strives to continually develop innovative solutions for the future of individual mobility and transportation. The ultimate goal of development activities is to maintain environmentally responsible and affordable mobility.

Continuous improvement of both active and passive safety features in Opel vehicles is given the same top priority as consistent reduction of fuel consumption. One overall objective: new technologies must be integrated immediately into vehicles to benefit all Opel customers.

And it is important to know GM;

General Motors Corporation, founded in the USA in 1908, is the world's largest automotive corporation. The company design builds and markets cars, trucks, engines, transmissions and locomotives worldwide. Some 8.5 million vehicles are produced annually worldwide are sold in nearly 200 countries. The company has manufacturing operations in more than 30 countries, employing about 362 000 people.

Gm has been the world's automotive sales leader since 1931. Gm also operates are at the world's largest and most successful financial services companies, GMAC, which offers automotive, mortgage and business financing and insurance services to customers worldwide.

At the beginning of the new millennium, GM Europe has sales operations in 27 markets and 10 production and assembly facilities in 7 countries in Western, Central and Eastern Europe employing some 73 000 people (GM-February 2002 catalogue). Over 7900 independent sales and service outlets for the Opel, Vauxhall, Saab, Cadillac and Chevrolet brands provide many additional directly related jobs. In 1929 GM acquired Adam Opel AG in Germany to join GM's international operations.

2.1 THE STORY OF OPEL

The Birth of a new period: 1862-1940

Family Firm

Adam Opel transformed his craft to an industrial firm. Sewing machine and bicycle were radical, new inventions and Opel began like this by producing innovation creating machines.

At the end of the century another innovation creating machine appeared automobile. Opel had an automobile factory before 20 century began, in 1999.

Factory was owned by Friedrich Lutzmannand located in Anhalt,Germany. Opel brothers (Sons of Adam) worked with Lutzmann for two yearswhile setting up the automobile manufacturing foundation in Russelsheim.

In 1901, Opel was separated from Lutzmann and began to manufacture French Darracq models as licensed and market under Opel-Darracq brand, in 1902.

Opel brothers, at the same time, were working on their own designs to make automobiles make secure and economic. In 1902 autumn, their first design, 10/12 hp model, was served to market at Hamburg Motor Show.

In 1901, firm added motorcycles to their products to stimulate publics' motorized vehicle owning more efficiently. The first Opel trucks had begun to be manufactured in 1899.

As the coming successions showed in the following years, the young automobile firm was on the right way. In 1906, this new manufactured of automobile industry had produced its 1000 vehicle and works were improving gradually.

Doctor's Automobile

Great effect came with Opel 4/8 model known as "Doctor's Automobile" Before anyone its security and safety was liked by doctors who in those times was making country visits for their patients because it was not common to see hard ground ways at the beginning af the century.

Fabulous "Doctor's Automobile" with 3950 DM price costed half of the luxurymodels in those days. In its 10thyear in the sector and 9th year in the new century, Opel had took a big step to have most of the public own motorized vehicles.

The success of this model with the innovative manufacturing systems had Opel prevent its competitors and made them the greatest motorized vehicle manufactured in Germany.

A New Direction

In 1924, Opel was the first firm founding mass-production line with 1 million DM investment. This new manufacturing had many advantages for Opel's customers. The first model produced in new production line was "Laubfrosch" or "tree-frog" (Opel 4/12 hp). The price declined from 4500 DM to 1990 DM in six years with decreases in production expenses created by increased production volume and big demand.

In spite of iflation in the country, Opel had took a step which would make automobiles economic. Automobile was becoming a secure carrying vehicle for everyone not only for rich people.

Opel was the greates automobile manufacturer again in 1928 with its 42,771 automobile sales and  %37,5 market share

Many of its successes were because of its innovative sale approach.  At the beginning of 1929 summer, Opel was the first automative firm which funded an insutance company and a firm financing sales on credit.

Again, in that time, Opel took interest with its leading RAK rocket reaction programs. In this program, these were RAK  2 and RAK 3 tests which made records on the ground and a successful flight with RAK 1 Friedrich plane.

Merger with General Motors

Because of the economic crisis at the end of 1920's Opel brothers began to seek a powerful  partner. In 1929 March, sons of Adam Opel reached an aggreement with General Motors. The greatest automobile manufacture of the world, this firm transferred many of the shares of Opel, but left them independent in all markets.

In future, all activities concentrated on the "main work" automobile manufacturing. Opel, not just strengthened its current market position and also successed to enlarge its market.

In the mids of 1930, Opel was the greatest automobile manufacturer in Europe. In 1935, Opel produced 100000 vehicles -25000 Blitz vans produced in its new foundation in Brandenburg is included in one year first time.

Same year fabuluous Opel Olympia was manufactured. This was the first serial produced German automobile that has full steel integrated hood and chassis.

While all these happen, Opel was attaining international sale successes. Connection with GM had Opel reach the world market more well. New contents were being founded in Japanese, China and South America.

In these times, the production capacity of bicycles were decreased because of the gradually increasing demand for traveler automobiles. At last, Opel sold this work to Nsu in 1937. Until that time, Opel had produced 2,6 million bicycles.

Successes After War-A Rapid Collection

After war, the first Opel, a 1.5 tone Blitz truck was produced in 1946. Traveller automobile production began again 1947.

Until 1950 the foundation had been repaired and after three years yearly production exceeded 100000 vehicles.

In 1956, Opel reached %17,6 market share by selling 207010 vehicles. In the same year, two million Opel was produced. Anniversary greeting model, Kapitan, which was pastel coloured with its whole width hood had golden-overed accessories and had interest at many exhibitions.

Difficulties of 60's and 70's

        In the 100th year of its setting up Adam Opel opened a new foundation in 1962, in Bochum. New Kadett was manufactured at that production line with the slogan "A new automobile from a new foundation."

The firm improved a coupe in the minds of 1960 to offer an attractive model to sports-car buyers whose number was gradually increasing. By means of GT, Opel stiffened its fame especially as the product of dynamic automobiles.

In 1972, again a work record was made: The firm became the greatest automobile producer of Germany with its  %20.4 market share.

At the end of 1970's Opel improved a new model that will meet the coming ten years' demand and also first petroleum crisis and changing customers wants.

People were seeking automobiles that will combine less fuel consumption with high performance. Aerodynamic shaped Record E presented this philosophy and got positive reaction from public.

To increase the production in Europe the firm opened a new foundation in Zaragoza, Spain. Corsa sub-compact, which was produced there, became the best seller in its market in a short time.

20 Millionth Automobile

After one year the firm congratulated the prodcution of a Senator model it was the 20 millionth Opel from the beginning of automobile production in 1899 in the traditional foundation, Russelsheim. In the mids of 1980, the optimization of exhoust emission was the case and also the decrease in fuel consumption. Opel began activities in this matter immediately, too.

Opel was the first German producer that offered catalytic conventor models. At the same time, Opel became the first Europan producer that standardized exhoust emissions control hardware at its all models on April, 1989.

Today decreasing fuel consumption more and exhausts emissions continuously are the main purposes of the firm that shows its undertaking to nature.

Through The Latter Century: To the Future From 1990

Respect to Nature

Opel decreased average fuel consumption of its models by %28, to 7.03 lt. since 1978 and still continues to decrease it by %25.

The most important successes Opel owns in this manner are, a creativity product ECOTEC power units, new three cylindered ECOTEC compact motor of Corsa model which is especially economic and powerful turbocharged, direct injectioned and 4 valves in each cylinder of diesel motors.

Security First

Besides these continuous improvements that decrease Opel's environment responsibility. Opel's technical expects work to make security mounting perfect.

Opel is a leader in this too. In 1991 Astra, new type of Kadett, owned Opel security system with its side-hit protection, seat support boarding and security belt stretches.

Since 1995, all the models are rigged with full height airbag for drivers and front passengers as standard. Pedal Slackening Sytem, which decreases foot and leg, hurts at strong front hits and new hybrid airbag was used in new Vectra first.

What's the result of this unique security activity? Besides their other properties, all the models are rigged with airbag for driver and front passenger, side airbag integrated into seats and pyrotechnical security belt stretches. Opel offer most creative and wide model fan

Future

In Future, International Technical Development Center in Russelsheim will continue to design automobiles which will be produced all over the world and have attractive security mounting and perfect environment sensitivity by using advanced Opel Production System.

New solutions will increase the advantages of Opel products at competition (for instance ultra modern driving concept like cell-fuel technology and new vehicle models)

The developments in vehicle telepathic will help to prevent fuel consumption and dangers cause by traffic density and will make driving more secure and enjoyable.

2.4 INNOVATIONS OF OPEL

Creativity Design

Sytem of Module

In 1960 Opel started the system of module. Now, early produced bonnets was united with different types of engines and chassis. Consumers can corrospond their desired style and performance.

Production line

Nowaday everyone know the production line. But Opel was the first German producer who adapted the methodology of production line.

First opel automobile that was produced in production line was 4/12 hp PS, a cabaret for two people, which was named as "Tree Frag" " Laubfrosch" because of its sprigged wheels and green colour.

Steel Bonnet (cover)

Opel has a great role in the start of modern steel bonnet (cover) production. In 1935 new Olympia was the first serial produced German auto that has fully steel integrated bonnet and chassis.

Kadett, selling in millions was releaved with improved steel bonnet for the 1st version.

Engagement

Steel bonnet; give a chance for one of the historical improvements in automobile engineering.

Now the bonnet was produced separated from the mechanic part. Engine, impel mechanism and axle was produced more easy and rapid, separately. These two groups were united with an engagement at last

Automobile For Everyone

Easy Financing

Opel's novel sales attitude was the key factor of success. Opel was the first German Auto company especially finances the periodical payment system for the purpose of offering its automobiles to more people.

Economic Prices

First automobiles were sensetive and so expensive. "Auto of the Doctor" or Opel 4/8 hp, sold for the half price of the competitor luxury models, (3950DM) and made the auto, reliable, trusted end economic carrying vehicle for everyone.

Design Technology That Creates Revaluation

First Opel

Company's first design was Opel 10/12 hp which presented in Hamburg Engine show, 1902.

Full Steel Bonnet (Cover)

Opel's Olympia model was the first serial produced German auto that has fully steel integrated bonnet and chassis.

New design reduced the weight of automobile and improved its aerodynamic. Performance and fuel efficiency increased in significant levels.

New Improvements

Opel GT advanced from protype to mass production in Just 3 years which was very short period for 1960s/

This was a direct result of System of Module. Designers can still use the available parts. So the chassis, sprinted vertical control devised and Panhard barred rigid axle and leaf sprinted double scissor front suspension.

The customer could make a choice between Kadett's power battery, which has 1.1 lt, 60 bhp with for cylinder and Rekord models, which has 1.9 lt.90 bhp motors.

Kadett D was the first front drive Opel automobile. With a 0.39 coefficient of rubbing it was one of the most aerodynamic auto of its time.

1986-modeled Omega takes the price of "Auto of the year". With its exciting coefficient of rubbing (0.28) and highly modernized fuel injection engine it was an auto, which goes long distance with less gasoline.

Off-Road Vehicles

Japanese was the market leader until Opel get in. Frontera suddenly became market leader and When Monterey and four wheel drive Compo versions joined it Opel became the Europe's greates off-road auto producer.

Sensitivity for the Environment

Creative ECOTEC engines make the Opel to win the price of ARBO Environment Prize which was awarded for environment adapted production techniques.

Opel win the price by the production of low-noisy 3 cylindered ECOTEC engine. Thrifty and powerful turbo diesel engines were direct injection and have 4 values for each cylinder.

Since 1978 Opel reduced its autos' fuel consumption by %28 and targeting reduce %25 more until 2005.

Power And Efficiency

Rekord E, has introduced on absolutely new model (brand new) program that is developed for changing demands of 1980's. As soon as Aerodynamic design was holding power high, it decreased fuel consumption.

Safety As Priority

Passenger Compartment

New Olympia has been a first mass-produced German automobile that has steel integrated bonnet and chassis. New design, has included a rigid passenger compartment that deforms step by step when it exposes a bump. That was a considerable improvement in passive safety.

Airbag

Opel is pioneer in safety design. All models have standard airbag for both driver and front seat passenger.

Pedal elasticity system in new Astra decreased the foot and leg injuries because of intensive crashes.

All models have brake system, which prevents locking, airbag that integrated with seats and pyrotechnic seatbelts as optional. But those attributes are standard for Astra, Vectra, Omega, and many models.

Motorsports Successions

First Success

Konigsstuhl hill climbing in 1901

First Vistories

Fritz Van Opel who is grand-son of Adam overcome his rivals with a modified 10/12 hp in Frankfurt Horserace running track in 1903

Champion German Racer Carl "Carlo" Jorns got 288 victories before he reduced Furthermore all of the cars that he had driven were Opel models.

Imperor Award Carl Jorns obtained that prize with an Opel model , after Opel became official producer. Opel won Prens Henry and 3000 km Russion King Prize in 1909.

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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 ...

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