Zipcar, "des roues quand vous en voulez" : analyse marketing d'un acteur sur le marché de la location automobile

Étude de cas Marketing & marques Marketing automobile

Date de publication :

28/04/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

18 pages

Niveau :

grand public

Consulté :

1 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Major trends of car-rental companies
1. History
2. Demography
3. Transport
4. Technologies
5. Environment
Growth of the company
1. History of the creation
2. Development of the company
3. Marketing aspects
4. Technologies
5. Consumers
Survey
1. Introduction
2. Results
Competitors
1. Competitors in general
2. Specifics Zipcar's competitors
Strengths, Weaknesses, Opportunities, Threats
1. Strengths and weaknesses
2. Opportunities
3. Threats

Résumé :

Our subject is a growing company which is developing in the hard world of competition. This company uses new technologies and internet to be more successful but it also who cares about the future. We chose this company because we are very interested by the environmental issue.
We are going to study how the background has affected the growth of this company; then we will talk about the growth of zipcar. After that, we are going to present the survey that we did in the street; then we will study the different zipcar's competitors; finally, we will expose the strength, weaknesses opportunities and strengths of zipcar.

Since the beginning of rental cars, lots of things have changed in our world. Different trends have definitely affected the market. For example, changes in the demography, the economy, transport, technologies and the environment.

First of all, there was important change in the demography those last years. The population expansion : indeed, the population expansion nowadays is 1.14%, which represents more than 200 000 more people in the world. Moreover, urbanization in the whole world is transforming the demography: for example, those last 30 years, the third of the population come from the country to the city and so the cities got bigger.
The effects of this growing urbanization led to appear the first car-rental company in 1918 by a company called Hertz. At first, they proposed 12 Ford T for hire (Car-rental companies emerged because of the evolution of the population).For instance, to have a garage in New York City became very difficult and more and more expensive. For instance, people who didn't need a car every day were often the first user. For example, a secretary in New York couldn't buy a car; so, during her holiday month, she rented one to visit.