The final result of this strategy is the provision of lower prices car rental services, which better serve the needs of the customers, and also which create competitive advantages within the industry. Some specifics of its strategic direction include the following:
Maximization of fleet usage and efficiency, including the purchase of a single type vehicle
Online reservations in the detriment of telephone reservations
Lack of intermediary usage (Leach)
Today, one of the crucial challenges for EasyCar is represented by overcoming the new threats within the economically challenged European community. In such a setting, the marketing endeavor should reflect the company's commitment to serving the changing needs of customers. In this order of ideas, the marketing strategy could be outlined along the following:
The product is the rented car, which...
The service can mostly be acquired online, but also through telephone reservations, for an additional price
The price of the car rental is among the lowest in the industry, constructed based on a variable pricing strategy, which reflects the costs incurred in the delivery of the service (Moore, 2008); the company as such places increased emphasis on cost reduction
The distribution is completed through direct channels and intermediaries are not used
The promotions are conducted through cost effective media, such as the social networks, websites or words of mouth publicity.
