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Easycar.com : Strategic Service System Design

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Abstract
This case “Easycar.com: Strategic service system design” describes a situation experienced in 2003 by EasyCar, which is a European company rental car, founded in 2000 by entrepreneur Stelios Haji-Ioannou. According to the Problem-based decision method, after the main character identified, when and where it occurred the case, the problems will be identified and analyzed. Furthermore, it is essential find the main causes of the problem, write the hypothesis and elaborate the solutions. For this, it is necessary to create the plan-action, with short-term and long-term recommendations, describing each plan detail. Finally, it is important to think about the risks, and the possible solutions, to write an alternative plan, a contingency …show more content…

In addition to improving the quality of services provided, many measures had to be deployed to the ambitious objectives proposed for 2004 for the Easycar, could be achieved.
Introduction
EasyCar, the UK-based car rental company, was founded with the mission to provide customers with reliable service at the lowest possible price. EasyCar is an EasyGroup member, whose founder, the Greek entrepreneur Stelios Haji-Iannou, firstly, founded low-cost air carrier EasyJet.com in 1995. EasyJet was one of the early low cost, no frills air carriers in the European market. As all companies of the group, has as a principle offer the most cost-effective, in other words, provide services and products at affordable prices for offer them without facilities considered unnecessary. To accomplish this mission EasyCar took a very different approach than the traditional car rental companies in Europe. The main competitors of EasyCar were Avis Europe, Europcar, Hertz, and Sixt.
According to the author (Lawrence and Solis, 2005), EasyCar had just reached breakeven in 2002 on sales of 27 million pounds sterling, and had as its goals to reach sales of 100 million pounds sterling and profits of 10 million pounds sterling by the end of fiscal year 2004 in order to position itself for an initial public offering. To do this would require opening new locations at a rate of two per week and expanding its fleet of rental car from 7,000 to 24,000.
To achieve these goals, the company had made

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