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Excerpt from Case Study:

Case study of easycar com

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Assessing the Threat of New Entry & Buyer Power, the Two Most Potent Forces
The most powerful forces during the time of the case study affecting car rental companies during the case study were the threat of new entry and the potential for buyer power to re-order the market. Rivalries that easyCar.com have started will continue in the global rental car market, transforming the fragmented industry into one that is eventually consolidated through mergers and acquisitions. Buyer Power is the most potent force in the Five Forces Model as the easyCar.com business model has shown. What easyCar.coms market growth in the case study specifically shows is that when changes to a service value chain take into account unmet needs of consumers, rapid and profitable growth can happen (Maniak, Midler, 2008). Supplier Power is relatively stagnant and unchanging as easyCar.com initially begins only with the Mercedes brand and in January 2003 adds the Ford Focus, Renault Clio, Toyota Yaris, and the Smart Car. There is also the threat of substitution, mostly from mass transit. The independence and scheduling of easyCar.com, which has become part of their website scheduling system, counters any potential substitution threats. easyCar.com has been able to accomplish