Assignment 2: Case 3-3, Easycar.Com Essay

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Assignment 2: Case 3-3, easyCar.com
1. In Western Europe, the rental car industry is made up of many companies competing against each other, but only a handful of companies are actually dominant. According to the text, in most countries, the companies that were dominant were national or regional companies rather than companies that had a strong international presence. Many smaller companies also operated in each different country but generally only operated in a few locations. The rental car industry in Europe can be split into two segments: a business segment and a leisure segment. The text says that the business segment wasn’t very price conscious, whereas the leisure segment was very price conscious. These characteristics can influence…show more content…
The car was also to be cleaned thoroughly before returned and although it’s always good practice to do a quick cleanup of a rental car, not many companies require a customer to get the car detailed inside and out. These policies don’t really make me eager to use them when I’m looking for a rental car, despite the lower price.
4. EasyCar could be a viable competitor to taxis, buses and trains because of their cheap prices. In some cities, taxis are pretty expensive so if easyCar’s prices are lower, then they would likely be an option that people would choose instead. Buses and trains in Europe aren’t that expensive and trains especially can get a customer to a place they need to be pretty fast, so I’m not sure easyCar would be as much competition for them.
5. By offering cheaper prices for people who make reservations on easyCar.com, the company seemed to be looking at competing with the dominant companies. Their advertising line of “the best reason to use easyCar.com can be found at hertz.nl” would indicate that their website is better and easier to use than Hertz. To compete with companies like Hertz, they need to have lower prices but they need to have better
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