As part of our Marketing Management course at University Colleges Leuven-Limburg, we were set with a project to analyse a company in-depth and supply them with possible strategies for future growth. In this case, the company that was chosen was DriveNow, (now called ShareNow) an innovative car-sharing company. The project was presented to the lecturer Andy Embo and to the Belgian Managing Director of DriveNow, Christian Lambert. We received high marks and received excellent feedback.
6. Strategy 2
Expand business area to attract more customers
Anderlecht
Zaventem
Beersel
Watermael-Boitsfort
Berchem-Sainte-Agathe
Ganshoren
118,241 population, 17.7 km2
24,701 population, 2.9 km2
24,745 population, 30.01 km2
60,295 population, 6,700 km2
24,701 population, 2.9 km2
24,865 population, 2.65 km2
10. Strategy proposal Current Strategy 1 Strategy 2 Strategy 3
Appropriate to DriveNow? Yes Yes Yes yes
Fits the mission statement? Yes Yes Yes Yes
Fits the goals and strategies? Yes Yes Yes Yes
Fits the marketing goals? Yes Yes Yes Yes
Feasibility
Financial resources available? No Yes Mostly Mostly
Organisational capabilities
available?
Yes Yes more staff Mostly Yes
Economical goals of the organisation
reachable?
Yes Yes Yes Yes
Technically possible to do so? Yes Yes Over time Yes
Socially acceptable compared to
company’s values?
Yes Yes Yes Yes
Legally possible Yes Yes Possibly Yes
Ecologically possible Yes Yes Yes Yes
Expected results and risks
Profitability margin Increase 10% Increase 5% Increase
Pay-back period ≠ break-even 3-6 months 1-2 years 1 year
Risk it won’t work out 20% 50% 30%
11. Positioning statement
“To modern day employees and businesses DriveNow’s
seamless B2B to B2C in-app integration is the switch-account
feature in the DriveNow app, that offers the most convenient
way to travel ecologically and with style both for work and
for personal use whilst using the same app.”
12. V1
Marketing mix
PRODUCT
Company X signs up
Company X sends the list of
their employees to DriveNow
Company X notifies its
employees
Person Z signs up and
registers as a worker in
Company X
DriveNow database
confirms
Switch-Account works
1
2
3
4
5
6
16. KPI’s
1. Leads and conversions from paid advertising
2. How many people download the app
3. Monthly new private customers
4. Quarterly sales growth
17. References
Almquist, E., Cleghorn, J. and Sherer, L. (2018). What B2B Buyers Really Care About. [online] Harvard Business Review. Available at:
https://hbr.org/2018/03/the-b2b-elements-of-value [Accessed 5 Dec. 2018].
Avis-Riordan, K. (2018). The most expensive – and cheapest – countries in the world to get a taxi. [online] House Beautiful. Available at:
https://www.housebeautiful.com/uk/lifestyle/a21999142/most-expensive-cheapest-countries-world-taxi-rides/ [Accessed 5 Dec. 2018].
Bourn, J. (2010). Meaning of The Color Grey | Bourn Creative. [online] Bourn Creative. Available at: https://www.bourncreative.com/meaning-of-the-color-grey/
[Accessed 5 Dec. 2018].
Drive-now.com. (2018). Corporate Accounts - Business Packages. [online] Available at: https://www.drive-now.com/at/en/tips/business-packages [Accessed 5
Dec. 2018].
En.wikipedia.org. (2018). List of municipalities of the Brussels-Capital Region. [online] Available at:
https://en.wikipedia.org/wiki/List_of_municipalities_of_the_Brussels-Capital_Region [Accessed 5 Dec. 2018].
Karlson, K. (2018). 136 Key Performance Indicators Examples. [online] Scoro.com. Available at: https://www.scoro.com/blog/key-performance-indicators-
examples/ [Accessed 2 Dec. 2018]
Statista. (2017). Taxi price from airport to center of European cities 2017 | Statistic. [online] Available at: https://www.statista.com/statistics/747988/taxi-price-
from-airport-to-center-of-european-cities/ [Accessed 7 Dec. 2018].
