BA 313

BIM
INTRODUCTION TO RETAILING
BM Birleik Marketler Zinciri

zge karaca,Mge Hopbaolu

IZMIR UNIVERSTY OF
ECONOMICS

Mge Hopbaolu zge Karaca

History of BIM

History of BIM
Position

Target Market

Strategies
Bim A.. first opened in 1995 with 21 stores
Locaton Strategy

Pricing Strategy
Bim object was to offer consumers basic food
The Products they offer-quality items and consumer goods at the best prices
Variety
and highest quality.
Communications Strategy

Store Atmospherics Strategy

It, Pioneer of the hard-discount model in
General Evaluation Turkey.
Bim has started first foreign operations in
Morocco and opened 25 stores in Casablanca
in 2009.
History of BIM
POSITION
Position
Bim has 2918 stores now in Turkey.
Target Market
To quality standards most efficiently by
Strategies limiting thr product portfolio to 600 products
Locaton Strategy Bim mentality is minimize the management,
store design, personel, distribution,
Pricing Strategy
marketing and promotion costs.
The Products they offer-
quality
As of December 31,2009, the number of
employees at bim totaled 14.904
Variety

Communications Strategy

Store Atmospherics
Strategy

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

Store Atmospherics
Strategy

General Evaluation
Continued
History of BIM
Strategies
Position

Target Market

Strategies

Locaton Strategy

Pricing Strategy

The Products they offer-

quality

Variety

Communications Strategy

Store Atmospherics
Strategy

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

The Products they offer-

quality

Variety

Communications Strategy

Store Atmospherics
Strategy

General Evaluation
History of BIM
Pricing Strategy
Position

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

Variety

Communications Strategy

Store Atmospherics
Strategy

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

Variety

Communications Strategy

Store Atmospherics
Strategy

General Evaluation
History of BIM
Variety
Position

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

Variety

Communications Strategy

Store Atmospherics
Strategy

General Evaluation
History of BIM

Position Communications Strategy

Target Market

Strategies There is no staff in bim to deal with a

customer.if customer try to find something
Locaton Strategy
that s/he can not find , he should search for
Pricing Strategy him/her self.
The Products they offer-
Quality

Variety

Communications Strategy

Store Atmospherics
Strategy

General Evaluation
History of BIM
Store Atmospherics Strategy
Position

Target Market There is no market music.There is no variety

Strategies
of the rayons such as technology
rayons,hardware (nalburiye) and also there is
Locaton Strategy no enough space between rayons,lack of pay
Pricing Strategy desk
The Products they offer-
Quality

Variety

Communications Strategy

Store Atmospherics
Strategy

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

Strategies

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

Strategies Variety is worse than the others market

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

Store Atmospherics
Strategy

General Evaluation
History of BIM

Position
General Evaluation
Target Market

Strategies The prices are very compatible for Turkeys

Locaton Strategy
economics standarts.The quaility of the
goods are as good as the others.
Pricing Strategy

The Products they offer-

Quality

Variety

Communications Strategy

Store Atmospherics
Strategy

General Evaluation