A marketing plan I constructed on Hertz Car Rental complete with Internal, External, and Customer analysis. Marketing recommendations and action plans were created by me to enhance company profitability and customer market share.
Netflix: Digital Marketing Evaluation of the Over-the-top Media-Service ProviderSagarChaujar
Netflix: Digital Marketing Evaluation of one of the World's Biggest Media Service Provider with its Social Media Strategies & Consumer Insights/Sentiments on the campaigns they run on the Internet.
Student Paper of Higher School of Economics, Russia
- Positioning statement
- Competitive Analysis in International Marketing: Tesla competitors in Russia, Brand Map.
- Understanding the consumer: market segmentation; Consumer Value Equation, Buyer Persona.
- PEST-analysis
- SWOT-analysis
- Porter five forces analysis
- Targeting
Netflix: Digital Marketing Evaluation of the Over-the-top Media-Service ProviderSagarChaujar
Netflix: Digital Marketing Evaluation of one of the World's Biggest Media Service Provider with its Social Media Strategies & Consumer Insights/Sentiments on the campaigns they run on the Internet.
Student Paper of Higher School of Economics, Russia
- Positioning statement
- Competitive Analysis in International Marketing: Tesla competitors in Russia, Brand Map.
- Understanding the consumer: market segmentation; Consumer Value Equation, Buyer Persona.
- PEST-analysis
- SWOT-analysis
- Porter five forces analysis
- Targeting
Market Segmentation and Targeting with BMWPankaj Chauhan
BMW is one of the best Luxury car Brand available throughout the globe. BMW target only selective segments. This PPT is about different types of Segments available in a genrel market and how BMW has target few of them
Please visit here for voice over presentation https://www.youtube.com/watch?v=_Ha614-Daug
Disclaimer: Lot of material is taken up from Internet. I was not able to give acknowledgment as i lost the track of sources. In case any copyright material used please let me know. Thank You
Its a presentation on strategies followed by BMW in different phase es and departments in the organisation.
Data collected from secondary sources (like websites,thesis,and reports) for this PPT
Application of the Strategic Management Theories in Uber BangladeshPantho Sarker
Uber Bangladesh is a subsidiary of Uber Technologies Inc., which is a privately held company founded in 2009 by Travis Kalanick and Grarret Camp in San Francisco, Calfornia. Uber started its operation in Bangaladesh from November 22,2016. They provide low cost to luxury and 24 hours service throughout the weeks. Uber has introduced Uber Premium, Uber X and Uber Moto and planning to introduce Uber pool. The major competitors of Uber are Pathao, Chalo, Garivara, Amarbike, TaxiWal etc.
Through the introduction of technology-based ride sharing service, Uber has shifted the value creation frontier of car rental industry of Bangladesh. It has created a new way or platform to proving service. They introduced new way of providing service. On the other hand, Uber is one of the most suitable example of blue ocean strategy. They have eliminated the uncertainty in getting taxies and reduced time to wait for taxies, the unsure fare and waiting time for taxies. Moreover, they have created a platform of connecting the passengers and drivers and introduced scope of maximum utilization of personal cars in Dhaka city. They have raised the chances of getting taxies and quality of services and high level of safety while riding. In the current position the most suitable business level strategy of Uber is to go for broad level differentiation, as the market has already captured most of the early adopters. Therefore, Uber is making themselves ready to overcome the upcoming chasm. They have to follow share building strategy and have to be ready take growth strategy in future.
Uber’s penetration in the Asia pacific has been one of the game changing strategies that has played huge role in its success. For expansion in global market, specially in Asia pacific Uber focuses on localization. It customized its services and strategies according to the area it is operating in and segments markets into cities and takes special strategies for each city. Uber entered Bangladesh as a fully owned subsidiary of Uber USA, and has formed partnerships with Grameen phone and Robi as digital partners. Uber chose Bangladesh mainly because of opportunities due to increasing income level, low competition and cheap man-power.
Netflix’s unique DVD rental service has revolutionized the industry. They successfully took the best of traditional conventions (like physical media, the U.S. Postal Service) and mixed them with new world internet-conventions. They have also effectively managed to discourage competition from both more established businesses and new entrants. The future growth of Netflix as it expands into streaming media, poses challenges in legal, infrastructure/technology, and through additional costs. In order to remain competitive, it is imperative that Netflix partner with companies with global reach to overcome these challenges. This presentation was part of an MBA class assignment to audit and industry in the the technology sector. The presentation has multiple authors listed on the title page. If you would like copies of the executive summary, complete S.W.O.T. analysis, and/or the transcript of the presentation please PRIVATE MESSAGE ME and I will email it to you.
Case study over current position of Netflix and where it is heading. AFI framework was used to provide insight into new viable strategies with recommendations on how Netflix can maintain a competitive advantage in the future.
B2B vehicle rental and the role of intermediariesRachel Patton
We recently completed a study on the B2B vehicle rental market, examining how technology-based intermediaries such as FleetEurope, Nexus and City Transport Solutions (CTS) have successfully developed a niche position between rental companies and corporate customers. This paper provides an overview of our findings and the challenges for the future.
We recently completed a study on the B2B vehicle rental market, examining how technology-based intermediaries have successfully developed a niche position between rental companies and corporate customers. This paper provides an overview of our findings and the challenges for the future.
Market Segmentation and Targeting with BMWPankaj Chauhan
BMW is one of the best Luxury car Brand available throughout the globe. BMW target only selective segments. This PPT is about different types of Segments available in a genrel market and how BMW has target few of them
Please visit here for voice over presentation https://www.youtube.com/watch?v=_Ha614-Daug
Disclaimer: Lot of material is taken up from Internet. I was not able to give acknowledgment as i lost the track of sources. In case any copyright material used please let me know. Thank You
Its a presentation on strategies followed by BMW in different phase es and departments in the organisation.
Data collected from secondary sources (like websites,thesis,and reports) for this PPT
Application of the Strategic Management Theories in Uber BangladeshPantho Sarker
Uber Bangladesh is a subsidiary of Uber Technologies Inc., which is a privately held company founded in 2009 by Travis Kalanick and Grarret Camp in San Francisco, Calfornia. Uber started its operation in Bangaladesh from November 22,2016. They provide low cost to luxury and 24 hours service throughout the weeks. Uber has introduced Uber Premium, Uber X and Uber Moto and planning to introduce Uber pool. The major competitors of Uber are Pathao, Chalo, Garivara, Amarbike, TaxiWal etc.
Through the introduction of technology-based ride sharing service, Uber has shifted the value creation frontier of car rental industry of Bangladesh. It has created a new way or platform to proving service. They introduced new way of providing service. On the other hand, Uber is one of the most suitable example of blue ocean strategy. They have eliminated the uncertainty in getting taxies and reduced time to wait for taxies, the unsure fare and waiting time for taxies. Moreover, they have created a platform of connecting the passengers and drivers and introduced scope of maximum utilization of personal cars in Dhaka city. They have raised the chances of getting taxies and quality of services and high level of safety while riding. In the current position the most suitable business level strategy of Uber is to go for broad level differentiation, as the market has already captured most of the early adopters. Therefore, Uber is making themselves ready to overcome the upcoming chasm. They have to follow share building strategy and have to be ready take growth strategy in future.
Uber’s penetration in the Asia pacific has been one of the game changing strategies that has played huge role in its success. For expansion in global market, specially in Asia pacific Uber focuses on localization. It customized its services and strategies according to the area it is operating in and segments markets into cities and takes special strategies for each city. Uber entered Bangladesh as a fully owned subsidiary of Uber USA, and has formed partnerships with Grameen phone and Robi as digital partners. Uber chose Bangladesh mainly because of opportunities due to increasing income level, low competition and cheap man-power.
Netflix’s unique DVD rental service has revolutionized the industry. They successfully took the best of traditional conventions (like physical media, the U.S. Postal Service) and mixed them with new world internet-conventions. They have also effectively managed to discourage competition from both more established businesses and new entrants. The future growth of Netflix as it expands into streaming media, poses challenges in legal, infrastructure/technology, and through additional costs. In order to remain competitive, it is imperative that Netflix partner with companies with global reach to overcome these challenges. This presentation was part of an MBA class assignment to audit and industry in the the technology sector. The presentation has multiple authors listed on the title page. If you would like copies of the executive summary, complete S.W.O.T. analysis, and/or the transcript of the presentation please PRIVATE MESSAGE ME and I will email it to you.
Case study over current position of Netflix and where it is heading. AFI framework was used to provide insight into new viable strategies with recommendations on how Netflix can maintain a competitive advantage in the future.
B2B vehicle rental and the role of intermediariesRachel Patton
We recently completed a study on the B2B vehicle rental market, examining how technology-based intermediaries such as FleetEurope, Nexus and City Transport Solutions (CTS) have successfully developed a niche position between rental companies and corporate customers. This paper provides an overview of our findings and the challenges for the future.
We recently completed a study on the B2B vehicle rental market, examining how technology-based intermediaries have successfully developed a niche position between rental companies and corporate customers. This paper provides an overview of our findings and the challenges for the future.
The global leasing market was valued at around $1.7 trillion in 2017. Read More: https://www.thebusinessresearchcompany.com/report/leasing-global-market-report-2018
Connected and Self-Driving Vehicles Spark Industry ConvergenceRay Pun
We live in a connected world where industries and organizations are partnering to serve the consumer. Organizations are responding to major trends including the Internet of Things, urban mobility and the automotive revolution that will lead to:
• More than 190 million connected vehicles by 2021.
• Massive growth in big data.
• Ready or not, self-driving vehicles are coming.
As part of a J.D. Power and Acxiom research study, consumers were asked to share their opinions about self-driving and connected vehicles.
Commercial auto policies offer an extensive line-up of coverage options, and specialized coverages ensure the specific nuances of your business are accounted for.
GEICO (geico.com), one of the leading auto insurance companies in the United States. GEICO operates nationally and primary marketing goals for auto insurance (in order of priority) are to increase the number of leads and strengthen the customer retention rate.
The auto insurance industry is price-centric and highly competitive. GEICO’s key competitors are Progressive, State Farm, Farmers and Allstate. GEICO’s competitive position in the industry is dependent on a range of factors including premium charges, geographic strength, types of products offered and claims service.
Have developed a research presentation to achieve the following objectives:
• Provide an overview of the auto insurance market in the US, focusing on the brands mentioned above
• Auto insurance industry customer trends (current)
• SWOT analysis of GEICO’s auto insurance business, and marketing efforts
• Current marketing efforts of GEICO and key competitors (mentioned above) .
Are Airports Being Taken For a Ride? How new transportation technologies will...nate0
Airports have become increasingly reliant on revenues from parking and rental car concessions, but ride hailing services and self-driving cars may fundamentally alter how consumers get to and from the airport. With the advent of transportation as a service, airports may soon find themselves facing annual declines in revenues, challenging their ability to finance new infrastructure and operations.
CARDEALS2ME has recently launched an app in Australia that will make it easier for consumers to connect directly to
dealerships and collect ‘drive away’ quotes for their new car of choice - all within two business hours
Egypt Car Rental and Leasing Market Forecast to 2020 : Ken ResearchKen Research Pvt ltd.
Egypt Car Rental and Leasing Market Forecast to 2020 - Recovering Economy and Improved Transport Infrastructure to Drive Growth" provides a comprehensive analysis of the Car Rental and Leasing Market in Egypt. The report covers various aspects such as market size of Egypt car rental and leasing market on basis of revenues and fleet size, segmentation on the basis of Car Leasing, short term car rental and chauffeur driven car rental, on airport and off airport, regions, mode of booking, purpose of booking, and organizational structure. The report provides insights on vehicle leasing market in Egypt, car leasing market size and segmentation by industry verticals, term of contracts and vehicle type for car leasing market in Egypt. The report also entails the market share and strategies of the major players in the Egypt car rental and leasing market along with the Government rules and regulations governing the market. An analysis of the future Car Rental Market of Egypt is provided on the basis of revenue and fleet size over next five years.
A mock TV commercial advertisement presentation for a client, University Gaming Association of Illinois State University. Objective was to use fantasy appeal to increase membership quotas and increase awareness.
A collaborative marketing plan created by myself and colleagues to present to our client, New Covenant Community. Objective was to increase awareness and membership quotas.
3. There is a substantial amount of competitors currently operating within the Rental and Leasing Services industry. The fight for consumer market share has forced these companies to differentiate themselves through price and their level of customer service. Unfortunately, because the intensity of this industry is so high, many competing companies offer similar prices, features and benefits to consumers. As a result, companies lose potential profits as they compete in price-wars to gain consumer market share.
6. To start a rental service company, an individual needs to have an extensive amount of financial resources. The likelihood of achieving profitability in a highly competitive industry serves as a barrier for new entrants.
9. There are a lot of competitors within the Rental and Leasing Services industry. This has caused consumers to view the products and services offered by car rental service companies as commodities because of their similar features and prices.
10. Consumers can also utilize taxi, train, and bus shuttle services as a means of transportation.
13. The bargaining power of buyers can be classified as low and high because it is largely dependent on the buyer’s financial resources. If an individual wanted to rent a car service, they would have low bargaining power. This is because the loss of potential financial resources will not significantly impact company revenues. If the individual is a buyer from an automotive company seeking to purchase several vehicles, they would have high buying power. Losing a potential sale that could bring in significant company revenues will hurt the company.
26. Total budget competitors represent other activities that consumers choose to spend their limited financial resources on.
27.
28. Avis Budget Group is a company that operates two subsidiary car rental service companies: Avis and Budget. Avis is the leading car rental service company that provides luxurious, premium vehicles to consumers. On the opposite spectrum, Budget provides products and services to consumers who are price-value conscious. Avis Budget Group has the ability to operate globally in the United States, Canada, Australia, New Zealand, Latin America, Europe, Africa, Asia, the Caribbean, and Middle East regions. This is because their extensive rental fleet consists of more than 350,000 vehicles. In 2009 alone, Avis Budget Group was responsible for over 23 million vehicle rental transactions that totaled revenue of $5,131 million at the end of the fiscal year (“Company Information” Avis Budget Group).
31. The current consumer confidence index score reached 54.1 in November of 2010, the highest score obtained over the past 5 months (“Consumer Confidence Survey” The Conference Board).
32. Consumers have a positive outlook on the economy. The higher the consumer confidence index score, the more likely consumers will increase their financial spending habits.
33. Consumers will start to spend their financial resources on travel, restaurants, entertainment venues, etc. again
37. The North America Free Trade Agreement, signed in 1993, allows consumer goods produced in Canada or Mexico to be sold in the United States with no import fees (Studer).
38. Large companies take advantage of this agreement and outsource their production operations to Mexico and Canada to take advantage of their lower employee wage rates. This caused the unemployment rate in the US Automotive industry to reach 10% after NAFTA was implemented in 2007 (Studer).
39. NAFTA creates political controversy because US individuals feel that US automobile production should be restricted to the US. They believe restricting the US automobile production will the US economy and decrease unemployment rates.
42. The Telephone Consumer Protection Act is a regulation that prohibits businesses from relaying advertising messages to consumers over the phone regarding information on their availability of property, goods, and services (Hertz Annual Report, 2009: 45).
43. Advertising to consumers over the telephone is considered legal only after the consumer expresses either written or verbal consent to the business stating they accept advertisement solicitation.
45. As of February of 2006, Hertz Car Rental has shifted the liability on all vehicle damage caused by poor weather conditions to their customers (Schlossberg). This regulation does not apply to customers who rent their vehicles in Wisconsin and California due to legal law restrictions.
46. Customers are liable for all damages to their rental vehicles caused by severe thunderstorms, floods, blizzards, hailstorms, hurricanes and tornadoes. Customers must also pay for any damages incurred to their rental vehicles as a result of falling tree limbs and utility poles.
48. The suggested minimum age to rent a vehicle from any car rental service company is 25 with a driver’s license that has been valid for at least 1 year. On their company website, Hertz Car Rental states that they allow individuals to rent their vehicles if they are at least 21 years old and have had a valid driver’s license for at least 1 year. If a customer is between the ages of 21-24, they will be charged an Age Differential fee in addition to their rental rate (“Requirement Details” Hertz Car Rental).
49. Their high-performance vehicles and Prestige Collection vehicles are not available for rent to customers under the age of 25.
52. On October 13, 2006 a legal suit was filed against Hertz Car Rental by Janet Sobel, Daniel Dugan, and Lydia Lee. These individuals claim they were wrongfully charged airport concession recovery fees in addition to their total rental rate charges. These consumers rented their vehicles in Nevada, a state where it is unlawful to charge airport concession recovery fees (Hertz Annual Report, 2009: 45).
53. As of late 2009, the legal suit is still active awaiting a final court decision.
55. On February 19, 2007, Hertz Car Rental filed a legal suit against Enterprise Holdings, Inc., TSD Rental LLC, and The Crawford Group, Inc. Hertz Car Rental claimed that all three companies were involved in unfair and deceptive business practices that made competing with their consumer offers impossible (46).
56. Hertz Car Rental received a non-monetary settlement from all companies involved and the case was dismissed in June of 2009 (47).
59. Companies create an internet website to highlight their prices, products, services, and current promotional offers to consumers online. Consumers can purchase their car rental products and services directly from the website through company reservation portals.
62. Online websites provide consumers with access to all car rental service rates available in nearby geographic regions. Consumers can compare the car rental service rates from competitors all in one location. This allows for easy comparison shopping.
66. Consumers have several channels available to them that make the task of renting a car service quick and easy. Consumers can book their car rental products and services through reservation portals located on the company website or through the company’s mobile smart phone application.
67.
68. The Lighthouse Project is a program developed by Hertz Car Rental in 2009 that looks for ways to continually improve and streamline their car rental process from the vantage point of their customers (5).
71. The increasing costs of fuel at the gas pumps have increased the popularity of hybrid and fuel efficient vehicles.
72. Consumers recognize the detrimental health of the environment. They want vehicles with minimal gas emissions in an effort to reduce their carbon footprint.
74. The internet has dramatically changed the way businesses and consumers communicate with each another.
75. Businesses provide information about their products, services and current promotional offers on their company website and social media company profile.
76. Consumers can purchase products from global companies. This has expanded the level of competition between business industries.
77. Internet allows consumers to view product and service ratings posted by other customers before they commit to purchase.
78. Consumers can find information and order product from the internet without the help of a sales associate.
79. As the amount of company and product information on the internet rises, significant improvements must still be made to increase the accessibility of internet to all global consumers.
80.
81. Consumers want fuel efficient vehicles that will reduce their carbon footprint.
82. Hertz Car Rental has realized this sociocultural trend and currently offers consumers gas efficient, hybrid vehicle models in their Green Collection.
85. Prices need to be high enough to cover all incurred costs and competitive enough to achieve profitability, and increase both sales and market share.
87. Hertz Car Rental has 8,100 car rental service locations in 145 countries (Hertz Annual Report, 2009: 3).
88. The wide distribution of their car rental service locations provides Hertz Car Rental the opportunity to reach diverse customers. As they continue to expand their global operational structure to new locations, they will attract new customers and increase both their sales and market share.
113. Individuals who purchase car rental products and services from Hertz Car Rental. They are most likely to purchase additional amenities and services to enhance overall rental experience.
114. These customers seek to purchase car rental products and services to satisfy both needs and wants.
116. Friends and family members influence the purchaser’s decision to purchase car rental products and services from Hertz Car Rental. Past Hertz Car Rental customers can also influence the purchaser’s decision through posts on product/service review websites.
117. They engage in informal word-of-mouth marketing by relaying their personal opinions of the company and/or past customer service experiences.
120. When consumers reserve car rental products and services from Hertz Car Rental, a credit check is performed by Hertz Car Rental to ensure individuals have adequate financial resources.
121.
122. Consumers have the option to purchase car rental products and services at Hertz Car Rental locations or through their company website.
123. The Hertz Car Rental company website contains a reservation portal where consumers can purchase car rental products and services in a financially-secure environment.
125. Customers are classified by the number of times they consume car rental products and services through Hertz Car Rental. Customers can be classified as either heavy or light users.
128. Individual is either a member of the Hertz #1 Club, Hertz #1 Club Gold, Hertz #1 Club Gold Five Star or Hertz #1 Club Gold President’s Circle loyalty program (“Hertz #1 Club” Hertz Car Rental).
130. Customers who purchase car rental products and services from Hertz Car Rental based on customer convenience and price.
131.
132. When vehicles are no longer eligible for manufacturer repurchase or enrollment in the guaranteed depreciation program, Hertz Car Rental will remove the rental vehicle from their product line (Hertz Annual Report, 2009: 14).
133. Hertz Car Rental uses the following channels to dispose of their rental vehicles:
157. Customers that rent vehicles at participating Hertz Local Edition locations will be picked up by employees and driven to the Hertz Car Rental location.
158. Eliminates the need of making travel arrangements when picking up rental vehicles
160. Provides customers with the option to rent vehicles at low hourly rates. These low hourly rates include the costs of fuel, insurance and the in-car navigation system.
161.
162. Hertz Car Rental is so confident in the quality of their rental car products and services that they are willing to match the offers that their competitors are currently offering to consumers. In addition to matching competitive offers, Hertz Car Rental also provides customers with a coupon for $50 off a future car rental.
165. If a consumer between the ages of 21-24 is looking to rent a vehicle, Hertz Car Rental will waive their Age Differential fees. Promotion is eligible on all car classes except for the Prestige and specific vehicles in their Fun Collection.
167. Save Up to $100 on Prestige Collection Rentals
168. Hertz Car Rental is offering customers who rent a vehicle within the Prestige Collection a daily savings of $20. Depending on the length of the car rental, customers can save up to $100.
169.
170. Hertz Car Rental experiences a significant increase in demand during the Spring and Summer months of the year.
171. To prepare for the increase in demand, Hertz Car Rental locations increase the number of vehicles in their rental fleet and hire additional employees.
183. The company website also provides customers with the option to chat with a member of their support team upon request. Support team employees are available to provide customers with 27/7 assistance.
190. Hertz Car Rental offers cars and SUVs to satisfy customers who want to travel with the basics. They offer their special Green, Fun, and Prestige Collections to satisfy customers who want to travel with added convenience, comfort, and style.
193. The Rental and Leasing Services industry is highly competitive, which forces Hertz Car Rental to offer their products at similar prices as their competitors.
194.
195. Consumers who want to purchase car rental products and services must have a valid driver’s license.
196. Driver’s license must be valid for at least 1 year at the time when the consumer purchases car rental products and services.
197. Consumer driver’s licenses that have been suspended in the past, or contain restrictions that require the consumer to carry a breathalyzer with them at all times will not be acceptable to purchase Hertz Car Rental products and services (“Requirements to Rent” Hertz Car Rental).
199. Once a consumer places their car rental products reservation into the Hertz Car Rental reservation portal, they are required to surrender either a Credit or Debit card.
200. Debit cards are only acceptable if there is either a VISA or Mastercard logo on them.
202. An extensive credit check is performed on the consumer’s Credit/Debit card to determine their eligibility to purchase car rental products and services.
203.
204. Consumers can choose to utilize other means of transportation that will better satisfy their needs
209. A majority of elderly consumers feel uneasy when driving in crowded, low-visibility conditions. Some elderly consumers no longer have a valid driver’s license.
212. Hertz Car Rental is currently in the process of expanding their business using the continuous growth strategy of market penetration to increase their sales and revenue in the off-airport market.
215. At the end of fiscal year 2007, Hertz Car Rental generated a positive net income of $284.2 million. Their car rental service sector alone brought in $6,900.7 million (Hertz Annual Report, 2009: 54).
217. As a result of the economic recession that the economy faced in 2008, Hertz Car Rental ended the fiscal year of 2008 with a negative net income of $1,185.9 million. Their car rental service sector generated $6,730.4 million. Hertz Car Rental experienced a negative net income because of the impairment charges they paid out. Hertz Car Rental spent $1,168.9 million in impairment charges to assist their customers during harsh economic times.
220. As of October 5, 2010, Hertz Car Rental generated more than $1 billion in revenues according to the online article found on Yahoo! Finance, Hertz says Non-Airport Rentals Bringing in $1B (Associated Press). Although the 2010 year end revenue totals are not complete, it is still a $100 million increase from the revenues Hertz Car Rental experienced at end of the 2009 fiscal year. This amount of financial resources will allow Hertz Car Rental to open 250 more locations in the off-airport market. This will support their marketing strategy of market penetration in the off-airport market segment to gain market share.
222. At the end of 2009, Hertz Car Rental had approximately 15,680 individuals employed in their US operations and 7,370 individuals employed in their international operations (Hertz Annual Report, 2009: 20).
223. Because of their negative financial performance when the economic recession occurred in 2008, underperforming Hertz Car Rental locations were shut down. Employees working in those locations that were unable to transfer to other locations were forcibly unemployed.
224.
225. As of December 31, 2009, Hertz Car Rental acquired 31% of their total US market rental vehicles from Ford Motor Company. 27% of their total international market rental vehicles were also from Ford Motor Company (13).
227. As of December 31, 2009, Hertz Car Rental acquired 21% of their total US market rental vehicles and 14% of their total international market rental vehicles from General Motors Corporation.
228. When General Motors Corporation used government bailout money to continue operations, they received heavy criticism and a negative image from the media. Hertz Car Rental continued their business with General Motors and will continue to support General Motors as they improve their brand image.
230. As of December 31, 2009, Hertz Car Rental acquired 16% of their total US market rental vehicles and 27% of their international market rental vehicles from Toyota Motor Corporation.
231. In early 2010, Toyota Motor Corporation was forced to announce recalls on a significant amount of their vehicles. 13% of vehicles that Hertz Car Rental obtained from Toyota Motor Corporation were subject to the safety recall (13).
234. Mark Frissora has served as both the CEO and Chairman of the Board for Hertz Corporation since January 1, 2007. Before moving to join the team at Hertz Corporation, he was the CEO of Tenneco Inc., an automotive operations company. He has also obtained product development and marketing skills from his 10 years experience at General Electric and Philips Lighting Company.
236. Before joining the Hertz Holdings team, Elyse Douglas was the Assistant Treasurer at Nabisco from June of 1995 to December of 1999. When she moved to Hertz Holdings, she first served as an Interim CFO from August to October of 2007. Her exceptional job performance led to her to a permanent position as CFO on October 29, 2007.
238. With the economic recession, Hertz Car Rental was forced to lay off a significant amount of their human labor force and close underperforming locations to cut costs. The human labor force that remained was subjected to a decrease in financial compensation. Regardless of the setbacks employees faced, Hertz Car Rental reported an employee satisfaction rating of over 85% in late 2009 (Hertz Annual Report, 2009: 3). This is partly because of their learning and mentor programs, accelerated management training programs, and their expanded employee stock purchase program (3).
241. Hertz Car Rental has control over two subsidiary car rental service companies: Dollar and Thrifty. Combined, these two rental car service companies are located in 8,100 locations spread out amongst the 145 countries Hertz Car Rental operates in (Datamonitor, 2009: 5). These two car rental service companies compete on a global scale with locations in the major cities of US, Canada, France, Germany, Italy, the UK, Spain, the Netherlands, Switzerland, Belgium, Luxemburg, the Czech Republic, Australia, New Zealand, China, and Brazil (5).
242.
243. In 2009 alone, Hertz Car Rental successful acquired two diverse assets from multiple companies through the use of acquisitions. They began with the first acquisition of Advantage Rent A Car in April for a total of $33 million. The second company that they acquired was the online car marketplace, Automoti Group, in August (6).
244.
245. Hertz Car Rental has satisfied the diverse preferences of their consumers by creating several specialty segments within their car rental service fleet. They have also set themselves apart from the competition by offering their Rent-it-Here/Leave-it-There program, Connect by Hertz, and the new Hertz Rent2Buy services (7).
246.
247. Hertz Car Rental has seen a steady decline in their revenues since 2007. At the end of 2007, Hertz Car Rental obtained revenues reaching $8,685.6 million for the fiscal year. In 2009, those revenues experienced a 10% decline to $7,101.5 million (7).
248.
249. Hertz Car Rental provides benefits to their employees who have retired from the company. These benefits include a financial pension plan. Unfortunately, with the current economic conditions, Hertz Car Rental was unable to find a company to help fund the costs of providing pension plan benefits to their retired employees.
250.
251. The economic recession that occurred in 2008 forced consumers to reduce their amount of financial expenditures. Companies began to experience a decline in revenues and were unable to cover the costs of their operations. As a result, employees were released from their jobs and forcibly unemployed. With travel considered a luxury expense, consumers cut back on their financial spending in the US Airline industry. With the economy slowly improving, the rise in consumer confidence has allowed consumers to stimulate the economy with an increase in spending.
252.
253. Hard economic times have forced consumers in the market for a vehicle to purchase used vehicles rather than brand new vehicles for their transportation needs. The price of these used vehicles has increased by 16.3% in March of 2010 to match the increase in demand for used vehicles (9).
254.
255. As stated previously in the industry analysis, the Rental and Services industry is highly fragmented. Hertz Car Rental has to fight for market share with both global and smaller, local car rental service companies within the industry. Competing companies offer similar products at competitive prices.
256.
257. Costs for fuel are known to fluctuate because their prices are heavily influenced by the current condition of the economy. As our economy slowly recovers from the economic recession, the price for fuel is expected to increase. The cost of fuel in 2010 is currently $76 per barrel. If the economy grows by the expected 3.9% that is forecasted, fuel prices will be expected to reach $82 per barrel in 2011 (10).
258.
259. Hertz Car Rental currently operates with a fleet of vehicles that are largely from General Motors and Toyota. Within the past few years, both companies have been largely scrutinized in the media for their manufacturing defects resulting in the safety recalls of their vehicles. As a company that rents and sells these vehicles to consumers, should anything happen to the consumer as a result of safety recalls, Hertz Car Rental could be held liable.
260.
261. Hertz Car Rental has achieved strengths due to their growth and global operational structure. They can use these strengths to capitalize on both opportunities of the US airline recovery and the increased growth in the used car market. They have experience with their growing company as an advantage. Also, as they continue to offer their unique services to customers, it will increase their market share as they expand their business further into the US airline and used car market segments.
263. To minimize the threat of industry competition, Hertz Car Rental should try to find a unique niche to focus their operations in. This will decrease the number of direct competitors and increase their probability of finding a competitive advantage to capitalize on. This will differentiate their car rental products and services that they offer to consumers.
264. Knowing that the fuel prices are estimated to increase as the economy improves; Hertz Car Rental should look into constructing a contractual agreement with their fuel providers. This will keep costs down as their competitors struggle to cover the increase in operating costs.
273. Increase the number of customer service satisfaction surveys completed by consumers to 100% by making it mandatory when consumers purchase Hertz Car Rental products and services by the end of fiscal year 2010.
274. Obtain a 90% customer satisfaction rating from collected survey data by the end of fiscal year 2011.
307. According to the US Census government website, the world population of males and females from the ages 30-54 in 2010 has reached 2,215,685,150 people (“Age Group Summary” U.S Census Bureau).
309. The world population of males and females from the ages of 30-54 in 2050 is projected to reach 2,913,309,688 people in 2050 (U.S Census Bureau). This information shows an average annual growth rate of 17,440,613 individuals per year.
311. Consumers who travel will seek car rental products and services to increase the ease of their mobility. While traveling, consumers prefer products that will provide additional convenience and comfort.
313. The target market can be reached through television commercials, internet websites, e-mails and promotional offers. For increased effectiveness, marketing expenditures should be placed on travel and airport-booking websites and television channels. The target market is knowledgeable of the latest technology; therefore, social media should also be utilized for marketing support.
362. The Entertainment Collection will aim to satisfy consumers that want additional amenities and added comfort than basic rental vehicles, but at lower costs than high-end luxury rental vehicles.
376. Entertainment Collection vehicles are available for consumers to rent only through Hertz Car Rental locations and online reservation portal.
377. Vehicles that are removed due to underperformance from Hertz Car Rental locations will be available for consumer purchase only at General Motors automotive dealerships.
379. Entertainment Collection vehicles will provide the travel experience of added comfort and convenience at a fair price to all customers.
380.
381. Each Hertz Car Rental location will provide 2 free consumer upgrades to the Entertainment Collection for customers who fit within designated target market.
384. Goal is to increase market share by 20% by the end of fiscal year 2012.
385. To increase sales through repeat Entertainment Collection rentals from customers who were selected for the free upgrade promotional offer.
386. Positive word-of-mouth from customers who received free upgrade promotional offer will encourage friends and family to rent vehicles in the Entertainment Collection.
387. Goal is to increase sales by 20% by the end of fiscal year 2012 as a result of increasing marketing expenditures by 15% from April of 2011 to April of 2012.
395. Hertz Car Rental employees will communicate price, features and additional consumer benefits associated with the Entertainment Collection to customers.
396. Notify phone and walk-in customers before they book their rental vehicle
398. Direct-selling performed by Hertz Car Rental employees to customers regarding the price, features and added benefits of renting a vehicle from the Entertainment Collection will push customers to either upgrade their existing reservation or reserve a vehicle within the Entertainment Collection.
416. Project manager will be responsible for contacting Best Buy for flat screens TVs, Nintendo Wii game system and video games, and the Sirius XM Radio systems.
417. Best Buy employees will install flat screens, game systems and Sirius XM Radio systems into vehicles for an additional installation cost.
418.
419. Project manager will contact Best Buy for sales orders at discounted bulk rates immediately.
420. Best Buy will have the flat screen TVs, Nintendo Wii game systems and Sirius XM Radio systems by March of 2011.
454. Alliance Auto Transport will create a shipping timeline and designated travel routes to their company employees assigned to the Hertz Car Rental Entertainment Collection account.
455. All participating Hertz Car Rental branch managers will assign 10 employees to the Entertainment Collection team.
456.
457. Travel expenses and shipping discounts will be finalized by January 15, 2011.
473. All customers that fit within the Entertainment Collection target market but did not reserve a vehicle within the collection will be entered into a drawing to win a free upgrade.
474. Each month, two random reservations will be chosen at each Hertz Car Rental branch for the free upgrade.
488. Adding the Entertainment Collection to Hertz Car Rental’s current fleet will increase both sales and consumer market share by 20% by the end of fiscal year 2012.
490. If consumer market share and sales do not increase by 20%, Entertainment Collection vehicles will only be available in select Hertz Car Rental locations. These locations will be larger rental locations in large cities. Locations that are underperforming will no longer carry the Entertainment Collection vehicles.
493. If all vehicles are not shipped and delivered to all Hertz Car Rental locations by launch date in April of 2011, marketing sales individuals will contact the Alliance Auto Transport shipping company.
496. If designated change of 20% in sales is not obtained, Hertz Car Rental will remove Entertainment Collection vehicles from underperforming Hertz Car Rental locations.
499. Additional questions will be added to the customer satisfaction surveys to further understand why customers were not satisfied with their Entertainment Collection experience.
500. Customer responses will be analyzed to decide the changes that will need to be implemented.
501. Success of the free consumer upgrade promotional offer will be tracked and recorded in regards to its effect on sales. If Entertainment Collection sales increase significantly from repeat customers, promotion will continue rather than terminate in April of 2012. References <br />quot;
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