easycar.com case summary and discussion question
- 최초 등록일
- 2008.12.22
- 최종 저작일
- 2008.09
- 3페이지/ MS 워드
- 가격 3,000원
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easycar.com case summary and discussion question
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본문내용
This case describes of how Easycar company is keeping its business with lower prices and showing us their business policies and how the rental car industry in western Europe consists of. Easycar, rental company, founded in 2000, has been growing its business. Easycar’s approach was quite different from the approaches used by traditional rental care companies. It started its business with only one vehicle, Mercedes A-class at each location it operated, while most of its competitors rented a wide variety of vehicle types. In addition to reduce rental price for customers, it did not work with agents as well as has several price policies, such as returning its car by cleaning from customer, booking service on the website, small place for parking, and located its facilities near bus and train stations, etc.
The western European rental car industry consisted of many different national markets that were only semi-integrated. While there were many companies that competed within this European rental car industry, a handful of companies held dominant positions,
참고 자료
Principles of marketing 12e, Philip Kotler, Gary Armstrong, p225-226.