Marketing Management Assignment
MKT 306 Marketing Strategy
First name: Dilara Surname: Bulut Student no.: 119147630 Adress: Hüllerstr. 21 44866 Bochum Germany Return date: 1/10/2012 Center: International Business School Lippstadt, Germany | Module leader: Sudipta Das Table of contents
1. Executive Summary 1 2. Introduction 2 3. The Current Situation 3 3.1 SWOT-Analysis 3 3.2 PESTLE-Analysis 6 3.3 Differential Advantage- USP (Unique Selling Proposition) 11 4. Recommendations 11 4.1 Segmentation, Targeting & Positioning 11 4.2 Marketing Goals and Objectives 14 4.3 The Marketing Mix... 16 4.3.1 Product 16 4.3.2 Price 16 4.3.3 Place 16 4.3.4 Promotion 17 4.4 Implementation and Control 18 5. Conclusion 20 6. Appendix 21 7. References 25
1. Executive Summary
This report tends to get an insight into the global marketing strategy of Hertz in the U.S. car rental industry. Though Hertz is the world’s largest car rental company and puts much emphasis on customer satisfaction, some customers are not satisfied. This is a lurking hazard as the competition in the U.S. is enormously regarding this segment.
The idea of their marketing strategy is to differ themselves from the competitors by a high level of customer service, their innovation spirit, technological development and by offering environmentally friendly electric cars.
This marketing strategy effects an enhancement of the brand image which will have a positive impact of the company and its stakeholders.
2. Introduction
Hertz a U.S. company is the world’s largest car rental company with 8500 locations in 150 countries.
Because of the fact that there is a high amount of competitors within the Car Rental Service industry like Avis Budget or Enterprise Rent-A-Car companies have to distinguish themselves through customer service and prices to win new customers
First name: Dilara Surname: Bulut Student no.: 119147630 Adress: Hüllerstr. 21 44866 Bochum Germany Return date: 1/10/2012 Center: International Business School Lippstadt, Germany | Module leader: Sudipta Das Table of contents
1. Executive Summary 1 2. Introduction 2 3. The Current Situation 3 3.1 SWOT-Analysis 3 3.2 PESTLE-Analysis 6 3.3 Differential Advantage- USP (Unique Selling Proposition) 11 4. Recommendations 11 4.1 Segmentation, Targeting & Positioning 11 4.2 Marketing Goals and Objectives 14 4.3 The Marketing Mix... 16 4.3.1 Product 16 4.3.2 Price 16 4.3.3 Place 16 4.3.4 Promotion 17 4.4 Implementation and Control 18 5. Conclusion 20 6. Appendix 21 7. References 25
1. Executive Summary
This report tends to get an insight into the global marketing strategy of Hertz in the U.S. car rental industry. Though Hertz is the world’s largest car rental company and puts much emphasis on customer satisfaction, some customers are not satisfied. This is a lurking hazard as the competition in the U.S. is enormously regarding this segment.
The idea of their marketing strategy is to differ themselves from the competitors by a high level of customer service, their innovation spirit, technological development and by offering environmentally friendly electric cars.
This marketing strategy effects an enhancement of the brand image which will have a positive impact of the company and its stakeholders.
2. Introduction
Hertz a U.S. company is the world’s largest car rental company with 8500 locations in 150 countries.
Because of the fact that there is a high amount of competitors within the Car Rental Service industry like Avis Budget or Enterprise Rent-A-Car companies have to distinguish themselves through customer service and prices to win new customers
References: 3. Ottman, J.A. (2011) The New Rules of Green Marketing: Strategies, Tools and inspiration for Sustainable Branding: United States and Canada, Berrett-Koehler Publishers 4 Web * Administration on Aging (2011), Aging Statistics * Avis Budget Group, Inc. (2012), Company Information Available at: http://www.avisbudgetgroup.com/about/ (accessed 26.08.2012, 16:48) * Bureau of Labor Statistics (2012), Employment & Unemployment * Enterprise Holdings (2012), Enterprise Holdings- Alamo, Enterprise, National. * Hertz Car Rental (2011), Annual Report Available at: http://phx.corporate-ir.net/phoenix.zhtml?c=205461&p=irol-reportsannual (accessed 15.08.2012, 01:51) * Hertz Car Rental (2009), Annual Report * IATA Economics (2012), Jet Fuel Price Monitor Available at: http://www.iata.org/whatwedo/economics/fuel_monitor/Pages/index.aspx (accessed 15.08.2012, 01:00) * No author (2010), Hertz Car Rental Perceptual Map * No author (2012), Hertz Reports Strong Revenue Gains Available at: http://www.travelagentcentral.com/car-rental/hertz-reports-strong-revenue-gains-36461 (accessed 16.08.2012, 17:06) * Trading Economics (2012), GDP Growth Rates * Trading Economics (2012), Government Debt To GDP Available at: http://www.tradingeconomics.com/government-debt-to-gdp-list-by-country (accessed 20.08.2012, 21:44) * Trading Economics (2012), Interest Rates * Trading Econimics (2012), United States GDP Available at: http://www.tradingeconomics.com/united-states/gdp * United States Census Bureau (2012), U.S. & World Population Clocks Available at: http://www.census.gov/main/www/popclock.html (accessed 22.08.2012, 14:34) * USA International Monetary Fund (2012)