easycar
CASE STURDY – easyCar.com
1. EXECUTIVE SUMMARY easycar was a member of the easyGroup family of companies. It was founded by the flamboyant Greek entrepreneur, Stelios Haji-Ioannou and was simply referred to as Stelios. The company opened its first location in London on April 20th, 2000 under the name easyRentacar. In the same week, it opened locations in Glasgow and Barcelona. Stelios’s intelligent move was to stay close to their other company, easyJet. They started out with a fleet of 5,000 Expensive cars (Mercedes vehicles). By January of 2003, the company had increased its sites total from 18 to48 in all. By this time, the company introduced other vehicle models such as the Toyota Yaris, Ford Focus, Renault clios and of course, the Vauxhall Corsa. easycar had a lot of competitors among whom, were, Hertz, Avis Europe, Europcar, and Sixt. Easycar had facilities in 17 cities in five European countries by January 2003. The company at this point made plans to expand their fleet of 7,000 vehicles to 24,000 across 180 rental sites by the end of 2004. Due to its aggressive pricing, the company was able to achieve a fleet utilization rate in excess of 90% - which was much higher than other major rental companies. By the end of their fiscal year in September 2002, they broke even on revenues totaling 27million pounds ($43.47million). The company was able to control and operate on a low operating cost by having few employees work at each site, low competitive price, coupled with a good marketing strategy to attract customers. Their marketing strategies and company policies soon got them into legal problems. In order for them to continue to fulfill their aim of delivery value for money, they need to make a noticeable to the quality of customer service given to customers, improve on the appearance of their business offices, adopt a more flexible approach to their business to reduce or completely eliminate legal challenges and good marketing strategies to increase
1. EXECUTIVE SUMMARY easycar was a member of the easyGroup family of companies. It was founded by the flamboyant Greek entrepreneur, Stelios Haji-Ioannou and was simply referred to as Stelios. The company opened its first location in London on April 20th, 2000 under the name easyRentacar. In the same week, it opened locations in Glasgow and Barcelona. Stelios’s intelligent move was to stay close to their other company, easyJet. They started out with a fleet of 5,000 Expensive cars (Mercedes vehicles). By January of 2003, the company had increased its sites total from 18 to48 in all. By this time, the company introduced other vehicle models such as the Toyota Yaris, Ford Focus, Renault clios and of course, the Vauxhall Corsa. easycar had a lot of competitors among whom, were, Hertz, Avis Europe, Europcar, and Sixt. Easycar had facilities in 17 cities in five European countries by January 2003. The company at this point made plans to expand their fleet of 7,000 vehicles to 24,000 across 180 rental sites by the end of 2004. Due to its aggressive pricing, the company was able to achieve a fleet utilization rate in excess of 90% - which was much higher than other major rental companies. By the end of their fiscal year in September 2002, they broke even on revenues totaling 27million pounds ($43.47million). The company was able to control and operate on a low operating cost by having few employees work at each site, low competitive price, coupled with a good marketing strategy to attract customers. Their marketing strategies and company policies soon got them into legal problems. In order for them to continue to fulfill their aim of delivery value for money, they need to make a noticeable to the quality of customer service given to customers, improve on the appearance of their business offices, adopt a more flexible approach to their business to reduce or completely eliminate legal challenges and good marketing strategies to increase