Bm Racing.com: a Comprehensive Website Review

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Introduction

Bill Gates once compared the auto industry with the computer industry by stating "If GM had kept up with the technology like the computer industry has, we would all be driving $25 cars that got 1,000 miles to the gallon." However, in today's technology driven society, the automotive industry is forced to adhere to the demands of the computer industry in order to remain a viable facet to the world economy. As a result of this technological revolution, companies such as B&M Racing are now finding themselves dependent on revenue via e-commerce as their primary source of income. B&M Automotive Products was founded by Bob Spar and Mort Schuman (B&M) in 1953, and has become the world's largest supplier of performance shifters to OEMs and tuners in both the United States and Europe. In order to achieve such success in today's economy, one's website must thoroughly address all aspects relative to web-based consumerism. Therefore, upon analyzing such a website, details referencing audience and purpose, design, usability, and credibility must all be taken into consideration in order to effectively create a comprehensive website review.

Audience and Purpose

B&M's website is dedicated to the sale of the company's aftermarket racing products as well as the promotion of the motor sports industry. Therefore, the majority of the users who access the site are motor sports enthusiasts seeking parts or ideas for their latest projects. Originally, B&M limited its product line to be applicable solely with American made muscle cars. This isolated the company's clientele to muscle-car aficionados; the majority of whom were American middle class males. However, due to the internet's global audience, bmracing.com has enabled the co...

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...f the motor sports industry. However, the site contains no external links, aside from those soliciting events sponsored by B&M. This may indicate a shortcoming in the site's intended purpose of fostering appreciation of the sport and instead promotes only its own site. Some of the ways in which I would improve this site include making the website more applicable to consumers less familiar with automotive terminology as well as declaring which subsections are embodied within each particular link. A combination of compounding links and unsystematic organization subsequently causes user confusion with regards to accessing specific information contained within the site. Despite minor flaws in the basic infrastructure of the website, bmracing.com has proven a viable asset to B&M. In today's e-commerce community, bmracing.com is truly to par with the industry standard.

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