7. THE INDUSTRY Mini van rental (9pers.) Chamber of commerce number: 77.111(‘Verhuur personenauto’s/lichte bedrijfswagens’) Rentalindustryrevenues: €630M (2006) Growthrate:
8. THE INDUSTRY Average company size per sub-branch 1997 - 2007 Growth in number of rental companies in the Netherlands 1997-2007
High Start Up Costs – including the costs of acquiring vehicles and promotion to gain awarenessNetwork – Especially in the Tourism Industry it takes time/money to network with all the tourism providers so they recommend/list your servicesI don’t think it is first movers advantage – there’s already minivans available to rent.Are there any regulations about car/vehicle ownership here?
Essentially the market can be broken into two groups Private & Public TransportPrivate being – Own Vehicles & Rental VehiclesPublic being – Buses Trains & AeroplanesWhen deciding to take a trip there are several key factors our target market need to considerFor example: Price, Travel Time, Comfort, Convenience (ie if additional travel is needed, if their entire group is able to travel together)Private Transport options have the main advantages of :Flexible Route/Travel Time DeparturesConvienance of Vehicle at DestinationOn the downside: There is an obligation for someone to drive, and theres wear and tear on private vehicles and often high tariffs on rentals. Public Transport Price is generally a reflection of Travel Time & Comfort ie Buses take the longest and are least comfortable and therefore are generally the cheapest For individuals or small groups it is typical to find public transport as the cheapest optionA major downside of using public transport is that often the public service networks have limited options to particular destinations or the stations and airports are at inconvienant locations. Ie Ryan Air Airports.Companies including as Eurolines for Buses, Thayls & Public Railways for Trains, Ryan Air & EasyJet for Aeroplanes are companies who operate in the same market segment as ‘People Movers’ intend too.
Key Demographics Aged 18 -25- Sex: ( I actually think its more likely to be male but we don’t have to gender bias it.) Nationality: Dutch Education : Student or Recent Graduate Family : No Children Income: LowKey Geographics Anywhere in the Netherlands but are most likely to come fromStudent & High Density Populated AreasTypical Suburbs of Students & Young ProfessionalsKey PsychographicsAdventurous – Skiing/Snowboarding – Water SportsSocial – Drinking & Party CultureKey Behavioural CharacteristicsPrice SensitiveThey are buying, cheap, cool & reliable.They are first buying transport secondly buying an experience.Likely to be their first time renting a Mini-van in Europe.Trend Followers
