Easycar.com Marketing Easycar Marketing Easycar

easyCar.com Marketing

EasyCar Marketing

EasyCar is a UK-based car rental company with a vision to increase in size and importance throughout the European continent in order to further maximize its profitability. The organization operates in a highly competitive industry, characterized by a multitude of features which add to the operational complexity.

The car rental industry is as such characterized by international operations, by increased competition and also by industry growth, indicating a trend of market maturing. Within the western part of Europe, the car rental industry is generally spread out and not integrated. The industry is often times characterized by national car rental systems, which nevertheless provide little assistance and opportunities for international car rental. This can be explained by the companies' lack of infrastructural development in the international market place. These strategic groups implement a strategic direction of focus on national market place.

The more consolidated strategic groups on the other hand, while not holding dominant positions in the entire European market, they do ensure operations in more European markets and often hold dominant positions in their origin country as well as some neighboring regions. Aside from the size and dominance of the car rental companies, these can also be divided by the nature of the customers they serve. For instance, one strategic group focuses on serving tourists in Europe, whereas another strategic group focuses on serving business people, traveling for business related operations.

Within this dynamic and competitive market place, EasyCar strives to become an industry leader ands in this endeavor, it implements a strategy characterized by the maximization of the customer value and customer experience. In other words, the focus of the car rental company is that of reducing its operational costs to a minimum possible and increasing the efficiency of its operations, in an effort to decrease its operational expenditures. The final result of this strategy is the provision of lower prices car rental services, which better serve the needs of the customers, and also which create competitive advantages within the industry. Some specifics of its strategic direction include the following:

Maximization of fleet usage and efficiency, including the purchase of a single type vehicle

Online reservations in the detriment of telephone reservations

Lack of intermediary usage (Leach)

Today, one of the crucial challenges for EasyCar is represented by overcoming the new threats within the economically challenged European community. In such a setting, the marketing endeavor should reflect the company's commitment to serving the changing needs of customers. In this order of ideas, the marketing strategy could be outlined along the following:

The product is the rented car, which serves the stated functionality of vehicles at the required safety and quality standards and regulations. The service can mostly be acquired online, but also through telephone reservations, for an additional price