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A Global Car Sharing Service That Lets You Rent Cars At Your Convenience

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Abstract/Summary This case is about a global car sharing service that lets you rent cars at your convenience. Zipcar started in 1999 when its European founders brought their idea of a car-sharing business to America, and has since partnered and expanded its business in many different countries such as Austria, Canada, France, Spain, the United Kingdom, and the United States. Zipcar’s major marketing strategy focuses on making transportation more convenient to urban life, rather than just making money from its car rental system. The purpose of the case is to show how a company can grow based on its marketing strategies, marketing ethics, and building branding relationships to reach out to urban lifestyle.

Source: http://www.zipcar.com/about

Marketing Concept One: SWOT Analysis A SWOT analysis evaluates the company’s overall strengths, weaknesses, opportunities, and threats. Strengths include internal capabilities, resources, and positive factors in order to achieve its objectives and successfully serve its customers. Weaknesses are ways the company can be limited internally and factors that interfere with the company’s performance. Opportunities are external trends the company may use to its advantage. Finally, threats are external trends that may challenge the company’s performance.
Strengths
One of Zipcar’s best strengths is its consumer friendly approach and disruptive innovation that sets it apart from its competitors. Zipcar provides customers with
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