Marketing Strategy

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Project Description

The Car Rental Business is one of the most versatile and resilient businesses growing faster than ever, even in today’s economic downturn and transforming economy. From viral marketing to advanced retail and brand management, fundamentals of marketing strategy govern the way in which some of the branded car rental companies operate and flourish. The recent changes in consumer purchase-power and geo-demographics of the target markets in this industry certainly make it an interesting sector to investigate as part of this assignment.

The task is divided into two parts (Part 1 & Part 2) and candidates are expected to address both.

Your task is to identify a branded Car Rental (company) chain; and then analyse, evaluate and prepare an individual report (3000 words) addressing the following issues…

? Part 1:

• Using appropriate sources, identify their existing marketing strategy and value creation process

• Research, analyse and evaluate the key strengths and weaknesses of their existing marketing strategy

? Part 2:

• Using appropriate theories (and real-life/academic case studies) suggest alternative strategic approach for increasing their market share, profitability, value creation, and sustainability

You can choose a designated Car Rental (company) Chain from the list given on Page 6 or you can choose a branded Car Rental (company) Chain of your choice. Your chosen Car Rental Company MUST have a website and it should have a nationwide presence.

Candidates are encouraged to evaluate, analyse, and recommend marketing strategy for their chosen company within their chosen local contexts (i.e. UK, Germany, Malaysia, Trinidad etc.), however, in case of multinational car rental companies a quick insight into their global marketing strategy will be appreciated.

Your arguments, findings and recommendations should be supported by theories, facts and figures published within academic books, journal articles, recognised business magazines and market intelligence reports.

List of Companies

1. Hertz

2. Enterprise Rent – A - Car

3. Avis

4. Europcar

5. Sixt

6. National

7. Budget

8. Pacific Rent A Car (Malaysia)

9. Kalloo’s (Trinidad)

10. HAWK (Hong Kong)

Assignment Structure:

This is an individual assignment as a single report in two parts, and it may contain the following sections:

? Title page

? Executive Summary

? Table of contents

? Introduction

? Methodology

? Situational Analysis – current strategies

? Segmentation Targeting & Positioning (STP)

? Differential advantages/weaknesses (USP) (SWOT) (PESTLE)

? Recommended objectives and goals (SMART)

? Recommended Marketing Strategies and Programmes

? Conclusion

? Bibliography (with references)

? An electronic copy on CD

? A receipt from TurnItIn©

You’re aiming for a 2700-3000 word report following the given structure…

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