SlideShare ist ein Scribd-Unternehmen logo
1 von 13
Downloaden Sie, um offline zu lesen
Intro to Management     ,[object Object],1,[object Object],Tea Tree Systems    Michael Chamberlin                        Drew Kessler                                          Bill Wenrich                                        Daniel Zhao,[object Object],Bill Wenrich,[object Object],01 April 2010,[object Object]
Who is Zipcar?,[object Object],How should we spend the money?,[object Object],Market segments,[object Object],Memberships,[object Object],Brand image,[object Object],Environment ,[object Object],Public transit,[object Object],Analysis                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              ,[object Object],Intro to Management     ,[object Object],Agenda,[object Object],2,[object Object]
Who is Zipcar?,[object Object],Zipcars live in neighborhoods, near businesses, and at transit locations in Boston,[object Object],Shared vehicles that members can drive by the hour or day – from only $4.50/hr,[object Object],No hassle – The hourly fee covers all expenses:,[object Object],Fuel,[object Object],Insurance,[object Object],Maintenance,[object Object],And we are expanding…,[object Object],Intro to Management     ,[object Object],3,[object Object]
How to Spend the Money,[object Object],Expand into East coast markets,[object Object],Add targeted advertising to the established word-of-mouth advertising,[object Object],Extend Zipcar as a cost-saving resource for business travel,[object Object],Focus on promoting the environmental benefits of car sharing,[object Object],Intro to Management     ,[object Object],4,[object Object]
Our Market Segments,[object Object],Consumers – Provide personal drivers with a more cost effective solution for car ownership and rental.,[object Object],Intro to Management     ,[object Object],[object Object],5,[object Object]
Membership,[object Object],Open to those 21+ with license, deposit,[object Object],Some people with poor driving record excluded,[object Object],Annual membership fee + hourly rate,[object Object],Intro to Management     ,[object Object],6,[object Object]
Brand Image & Advertising,[object Object],Established through word-of-mouth advertising in urban areas,[object Object],Expand advertising to include posters in proximity to mass transit stations in future markets for expansion,[object Object],Partner with mass transit,[object Object],Help customers chose the best option for them,[object Object],Based on honesty and trust,[object Object],Intro to Management     ,[object Object],7,[object Object]
Environment,[object Object],13% of members have sold a car since joining,[object Object],40% have avoided buying a car,[object Object],In San Francisco, car share members drive 47% less,[object Object],Always aware of miles and hours,[object Object],Equate reducing driving & fuel consumption with saving money,[object Object],Intro to Management     ,[object Object],8,[object Object]
Partner with public transportation,[object Object],Supplement, not replace existing transit networks,[object Object],Locate Zipcar pods near mass transit stations,[object Object],Begin a journey on public transportation, complete the last leg with Zipcar,[object Object],Putting cars here is also an investment in advertising because they are located in a heavily-trafficked area,[object Object],Intro to Management     ,[object Object],9,[object Object]
Analysis of Expansion,[object Object],Strengths:,[object Object],Co-founders have experience in business, environmental issues,[object Object],Established relationships with insurance, car manufacturers, parking authorities,[object Object],Weaknesses:,[object Object],The management team is weak - Danielson is distracted by research and is not committed to Zipcar,[object Object],There is a significant investment into a city before any profit can be realized,[object Object],Intro to Management     ,[object Object],10,[object Object]
(continued) Analysis,[object Object],Opportunities:,[object Object],There are no competing car sharing companies currently operating on the East coast,[object Object],Urban areas with over 25 households/acre frequently have less than 1 car per household,[object Object],Threats:,[object Object],Existing car rental companies are established in many markets and could enter the car sharing market,[object Object],Zipcar’s profits are heavily reliant on steady prices in fuel, maintenance, and parking,[object Object],Intro to Management     ,[object Object],11,[object Object]
Questions,[object Object],Intro to Management     ,[object Object],12,[object Object],Tea Tree Systems    Michael Chamberlin                        Drew Kessler                                          Bill Wenrich                                        Daniel Zhao,[object Object]
References,[object Object],http://upload.wikimedia.org/wikipedia/en/9/92/Zipcar_sign_-_Washington,_D.C..jpg,[object Object],http://www.zipcar.com/business/,[object Object],http://blastmagazine.com/wp-content/uploads/2009/10/zipcar_boston.jpg,[object Object],http://www.travelyucatan.com/cancun/cancun_bus_station.jpg,[object Object],City Car Share. (2007). Bringing car-sharing to your community. Retrieved from http://www.citycarshare.org/download/CCS_BCCtYC_Short.pdf,[object Object],http://images.fanpop.com/images/image_uploads/Boston-MBTA-Map-2001-metro-maps-46863_1024_1022.gif,[object Object],http://www.themidnightcoders.com/blog/uploaded_images/question-mark-787608.jpg,[object Object],Intro to Management     ,[object Object],13,[object Object]

Weitere ähnliche Inhalte

Was ist angesagt?

Crm Enterprise Rent A Car Case Study
Crm Enterprise Rent A Car Case StudyCrm Enterprise Rent A Car Case Study
Crm Enterprise Rent A Car Case Studypgsm.crm
 
UBER-Current Strategy, Competition Analysis and Global Expansion
UBER-Current Strategy, Competition Analysis and Global ExpansionUBER-Current Strategy, Competition Analysis and Global Expansion
UBER-Current Strategy, Competition Analysis and Global ExpansionShaminder Saini
 
Fiesta Movement Case Study
Fiesta Movement Case StudyFiesta Movement Case Study
Fiesta Movement Case Studymmaleigh
 
ZipCar : Influencing Consumer Behavior
ZipCar : Influencing Consumer Behavior ZipCar : Influencing Consumer Behavior
ZipCar : Influencing Consumer Behavior Shivank Pandya
 
Zipcar presentation r2
Zipcar presentation r2Zipcar presentation r2
Zipcar presentation r2Agung Habeahan
 
Trouble at tessei
Trouble at tesseiTrouble at tessei
Trouble at tesseiAnkit Sha
 
General Motors Case Study
General Motors Case StudyGeneral Motors Case Study
General Motors Case StudyCharles Jose
 
General Motor Strategic Management Analysis
General Motor Strategic Management AnalysisGeneral Motor Strategic Management Analysis
General Motor Strategic Management AnalysisRashid Javed
 
McKinsey & Company: Managing Knowledge and Learning
McKinsey & Company:  Managing Knowledge and LearningMcKinsey & Company:  Managing Knowledge and Learning
McKinsey & Company: Managing Knowledge and LearningDisha Ghoshal
 
The Marvel Way: Restoring the Blue Ocean
The Marvel Way: Restoring the Blue OceanThe Marvel Way: Restoring the Blue Ocean
The Marvel Way: Restoring the Blue OceanChandniAntala
 
Competitor analysis meru cabs vs other taxi services
Competitor analysis meru cabs vs other taxi servicesCompetitor analysis meru cabs vs other taxi services
Competitor analysis meru cabs vs other taxi servicesvipul80
 
Red Brand Canners
Red Brand CannersRed Brand Canners
Red Brand Cannersjindalm
 

Was ist angesagt? (20)

ZipCar Presentation
ZipCar PresentationZipCar Presentation
ZipCar Presentation
 
Crm Enterprise Rent A Car Case Study
Crm Enterprise Rent A Car Case StudyCrm Enterprise Rent A Car Case Study
Crm Enterprise Rent A Car Case Study
 
Grab Taxi
Grab TaxiGrab Taxi
Grab Taxi
 
UBER-Current Strategy, Competition Analysis and Global Expansion
UBER-Current Strategy, Competition Analysis and Global ExpansionUBER-Current Strategy, Competition Analysis and Global Expansion
UBER-Current Strategy, Competition Analysis and Global Expansion
 
Fiesta Movement Case Study
Fiesta Movement Case StudyFiesta Movement Case Study
Fiesta Movement Case Study
 
Uber case study
Uber case studyUber case study
Uber case study
 
Zip car presentation
Zip car presentationZip car presentation
Zip car presentation
 
Zipcar case
Zipcar caseZipcar case
Zipcar case
 
ZipCar : Influencing Consumer Behavior
ZipCar : Influencing Consumer Behavior ZipCar : Influencing Consumer Behavior
ZipCar : Influencing Consumer Behavior
 
Zipcar presentation r2
Zipcar presentation r2Zipcar presentation r2
Zipcar presentation r2
 
Trouble at tessei
Trouble at tesseiTrouble at tessei
Trouble at tessei
 
General Motors Case Study
General Motors Case StudyGeneral Motors Case Study
General Motors Case Study
 
Apple pay
Apple payApple pay
Apple pay
 
General Motor Strategic Management Analysis
General Motor Strategic Management AnalysisGeneral Motor Strategic Management Analysis
General Motor Strategic Management Analysis
 
McKinsey & Company: Managing Knowledge and Learning
McKinsey & Company:  Managing Knowledge and LearningMcKinsey & Company:  Managing Knowledge and Learning
McKinsey & Company: Managing Knowledge and Learning
 
The Marvel Way: Restoring the Blue Ocean
The Marvel Way: Restoring the Blue OceanThe Marvel Way: Restoring the Blue Ocean
The Marvel Way: Restoring the Blue Ocean
 
Zipcar
ZipcarZipcar
Zipcar
 
Competitor analysis meru cabs vs other taxi services
Competitor analysis meru cabs vs other taxi servicesCompetitor analysis meru cabs vs other taxi services
Competitor analysis meru cabs vs other taxi services
 
Red Brand Canners
Red Brand CannersRed Brand Canners
Red Brand Canners
 
UBER
UBERUBER
UBER
 

Ähnlich wie Zipcar (HBR Case Study)

Understanding Default definition
Understanding Default definitionUnderstanding Default definition
Understanding Default definitionniravk8
 
Do you have Excess Liability?
Do you have Excess Liability?Do you have Excess Liability?
Do you have Excess Liability?keitheason
 
Clasificaciones 4ª tirada
Clasificaciones 4ª tiradaClasificaciones 4ª tirada
Clasificaciones 4ª tiradaÁngel Estévez
 
論文の読み方・書き方 (シラバス、後期c2、高橋雄介)
論文の読み方・書き方 (シラバス、後期c2、高橋雄介)論文の読み方・書き方 (シラバス、後期c2、高橋雄介)
論文の読み方・書き方 (シラバス、後期c2、高橋雄介)Yusuke Takahashi, PhD
 
Laat de techniek voor je werken!
Laat de techniek voor je werken!Laat de techniek voor je werken!
Laat de techniek voor je werken!MKB Servicedesk
 
Boc Management Office
Boc Management OfficeBoc Management Office
Boc Management OfficeBOC Ibérica
 
Manual fabricante educar
Manual fabricante educarManual fabricante educar
Manual fabricante educarecoiote
 
Reti Lobbying and Public Affairs in Italy
Reti Lobbying and Public Affairs in ItalyReti Lobbying and Public Affairs in Italy
Reti Lobbying and Public Affairs in ItalyMassimo Micucci
 
論文の読み方・書き方(シラバス、前期c1、高橋雄介)
論文の読み方・書き方(シラバス、前期c1、高橋雄介)論文の読み方・書き方(シラバス、前期c1、高橋雄介)
論文の読み方・書き方(シラバス、前期c1、高橋雄介)Yusuke Takahashi, PhD
 
Tortures, aveux, et autres....
Tortures, aveux, et autres....Tortures, aveux, et autres....
Tortures, aveux, et autres....Celui_qui_chemine
 
Juan lópez suárez galicia y la jae csic
Juan lópez suárez  galicia y la jae csicJuan lópez suárez  galicia y la jae csic
Juan lópez suárez galicia y la jae csicAgacio1 3+4
 
Bialolekaecho
BialolekaechoBialolekaecho
Bialolekaechopretm
 
Pelicula polimerica con propiedades antiempañantes
Pelicula polimerica  con propiedades antiempañantesPelicula polimerica  con propiedades antiempañantes
Pelicula polimerica con propiedades antiempañantesangelo26_
 
Retial Intelligence Tecnología de la Información en el punto de venta
Retial Intelligence Tecnología de la Información en el punto de ventaRetial Intelligence Tecnología de la Información en el punto de venta
Retial Intelligence Tecnología de la Información en el punto de ventaT-Cuento
 
John deere 6605 tractor service repair manual (tm4866)
John deere 6605 tractor service repair manual (tm4866)John deere 6605 tractor service repair manual (tm4866)
John deere 6605 tractor service repair manual (tm4866)fksjksmmde
 
Infomation seeking-models
Infomation seeking-modelsInfomation seeking-models
Infomation seeking-modelseastern800
 

Ähnlich wie Zipcar (HBR Case Study) (20)

Understanding Default definition
Understanding Default definitionUnderstanding Default definition
Understanding Default definition
 
Do you have Excess Liability?
Do you have Excess Liability?Do you have Excess Liability?
Do you have Excess Liability?
 
Clasificaciones 4ª tirada
Clasificaciones 4ª tiradaClasificaciones 4ª tirada
Clasificaciones 4ª tirada
 
論文の読み方・書き方 (シラバス、後期c2、高橋雄介)
論文の読み方・書き方 (シラバス、後期c2、高橋雄介)論文の読み方・書き方 (シラバス、後期c2、高橋雄介)
論文の読み方・書き方 (シラバス、後期c2、高橋雄介)
 
Laat de techniek voor je werken!
Laat de techniek voor je werken!Laat de techniek voor je werken!
Laat de techniek voor je werken!
 
Boc Management Office
Boc Management OfficeBoc Management Office
Boc Management Office
 
Manual fabricante educar
Manual fabricante educarManual fabricante educar
Manual fabricante educar
 
Workshop questions
Workshop questionsWorkshop questions
Workshop questions
 
Reti Lobbying and Public Affairs in Italy
Reti Lobbying and Public Affairs in ItalyReti Lobbying and Public Affairs in Italy
Reti Lobbying and Public Affairs in Italy
 
論文の読み方・書き方(シラバス、前期c1、高橋雄介)
論文の読み方・書き方(シラバス、前期c1、高橋雄介)論文の読み方・書き方(シラバス、前期c1、高橋雄介)
論文の読み方・書き方(シラバス、前期c1、高橋雄介)
 
SISTEMA PARA RASTREO SATELITAL
SISTEMA PARA RASTREO SATELITALSISTEMA PARA RASTREO SATELITAL
SISTEMA PARA RASTREO SATELITAL
 
Tortures, aveux, et autres....
Tortures, aveux, et autres....Tortures, aveux, et autres....
Tortures, aveux, et autres....
 
Juan lópez suárez galicia y la jae csic
Juan lópez suárez  galicia y la jae csicJuan lópez suárez  galicia y la jae csic
Juan lópez suárez galicia y la jae csic
 
Bialolekaecho
BialolekaechoBialolekaecho
Bialolekaecho
 
Informativo CNSP - Agosto 2013
Informativo CNSP - Agosto 2013Informativo CNSP - Agosto 2013
Informativo CNSP - Agosto 2013
 
A Estratégia Brasileira de Normalização
A Estratégia Brasileira de NormalizaçãoA Estratégia Brasileira de Normalização
A Estratégia Brasileira de Normalização
 
Pelicula polimerica con propiedades antiempañantes
Pelicula polimerica  con propiedades antiempañantesPelicula polimerica  con propiedades antiempañantes
Pelicula polimerica con propiedades antiempañantes
 
Retial Intelligence Tecnología de la Información en el punto de venta
Retial Intelligence Tecnología de la Información en el punto de ventaRetial Intelligence Tecnología de la Información en el punto de venta
Retial Intelligence Tecnología de la Información en el punto de venta
 
John deere 6605 tractor service repair manual (tm4866)
John deere 6605 tractor service repair manual (tm4866)John deere 6605 tractor service repair manual (tm4866)
John deere 6605 tractor service repair manual (tm4866)
 
Infomation seeking-models
Infomation seeking-modelsInfomation seeking-models
Infomation seeking-models
 

Mehr von Daniel Zhao

Marketing ethics
Marketing ethicsMarketing ethics
Marketing ethicsDaniel Zhao
 
HDTV (Case study)
HDTV (Case study)HDTV (Case study)
HDTV (Case study)Daniel Zhao
 
Performance Analysis
Performance Analysis Performance Analysis
Performance Analysis Daniel Zhao
 
Big Space Ship (HBR Case study)
Big Space Ship (HBR Case study)Big Space Ship (HBR Case study)
Big Space Ship (HBR Case study)Daniel Zhao
 
The Body Shop (HBR Case study)
The Body Shop (HBR Case study)The Body Shop (HBR Case study)
The Body Shop (HBR Case study)Daniel Zhao
 
Break-Even Analysis
Break-Even AnalysisBreak-Even Analysis
Break-Even AnalysisDaniel Zhao
 

Mehr von Daniel Zhao (6)

Marketing ethics
Marketing ethicsMarketing ethics
Marketing ethics
 
HDTV (Case study)
HDTV (Case study)HDTV (Case study)
HDTV (Case study)
 
Performance Analysis
Performance Analysis Performance Analysis
Performance Analysis
 
Big Space Ship (HBR Case study)
Big Space Ship (HBR Case study)Big Space Ship (HBR Case study)
Big Space Ship (HBR Case study)
 
The Body Shop (HBR Case study)
The Body Shop (HBR Case study)The Body Shop (HBR Case study)
The Body Shop (HBR Case study)
 
Break-Even Analysis
Break-Even AnalysisBreak-Even Analysis
Break-Even Analysis
 

Kürzlich hochgeladen

Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 

Kürzlich hochgeladen (20)

Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 

Zipcar (HBR Case Study)

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.

Hinweis der Redaktion

  1. http://www.baystreethoops.com/deals/ziplogo_RGB.jpg
  2. Here it is…http://upload.wikimedia.org/wikipedia/en/9/92/Zipcar_sign_-_Washington,_D.C..jpg
  3. Convenience is the primary aspect. Zipcars offer a convenience over public transit.They are in convenient locations to be useful and attractive to potential users.$4.50/hr (C. Ex. 3)No hassle – fuel, insurance, maintenance Don’t need to fill in paperwork every time your rent (like a traditional rental car) Can reserve and pick up 24/7
  4. Focus on the geographic area Keeps us away from competing car sharing companies on the west coast So far, there is enough demand that it is not worth overextending the company to resistPlace ads where they will be directly visible and memorable to the target audienceFind Zipcar a new revenue streamRecognize the recent trends to pay attention to environmental conservation and impact
  5. Consumer is the existing segment Cost-effective, ecological friendly car for when you need it. Private cars sit idle most of the day. What if others could use your car when you are not? Don’t pay insurance and parking when you aren’t using the car Used for visiting, errands (ie. Places hard to get on public transit or moving things not suited for mass transitBusiness is the proposed addition under this modification to the business plan Expand into a new market segment. More opportunity to increase brand recognition Offer Zipcars to businesses as an efficiency tool The gas is included and there are no miles on an employees car, so the accounting should be much simplified Might actually save money – 180 miles included in a day. If you would use the 180mi at 30mph, it would be 6hr and $27 This is only $0.15 per mile!http://www.zipcar.com/business/http://blastmagazine.com/wp-content/uploads/2009/10/zipcar_boston.jpg
  6. Basic membership criteriaA user is expected to spend around 1200 a year 1100 on general hourly service 75 in annual fees one-time 300 refundable depositBased on (C. p.10)
  7. Already have an established campaign of word-of-mouth (40% of advertising exposure)Postcards are ehhh…. Effectiveness is not establishedCars do have Zipcar logo, but not on driver door Brand recognition is increased as cars are driven, but the driver is not reminded that the car is borrowedBumper stickers allow people to show support of Zipcar even while not drivingEstablished a brand image to fit into the communities young, spontaneous, etcAdvertise for Zipcar around mass transit Remind people that they could have used a Zipcar instead of bringing their heavy packages on the bus Especially useful on routes that go by popular grocery storesWork with mass transit to develop a complete system Admit when renting a Zipcar may not be the best option No benefit to gain one rental at the expense of a dissatisfied customer and negative reviewshttp://www.travelyucatan.com/cancun/cancun_bus_station.jpg
  8. Every Zipcar can take the place of 10-20 private carsThe service is effective in reducing the number of cars on the road, and therefore reduces congestionDriving less conserves energy. When you are paying for usage, you keep track closely and cut down on unnecessary expense When you own a car, you are already heavily invested and the cost of a mile is marginal Drive more to get more value from your investmentBased on City Car Share. (2007). Bringing car-sharing to your community. Retrieved from http://www.citycarshare.org/download/CCS_BCCtYC_Short.pdf
  9. Zipcar is an option, not the only optionMake Zipcar pods available to people coming directly from mass transit Available to complete a journey Comforting to customers that they will have their car reserved and be able to complete their trip right awayThis location can also be considered an advertising expense The cars are highly visible in an area with a large volume of pedestrian traffic This will increase brand recognition – users associate the Zipcar name with flexible rentalshttp://images.fanpop.com/images/image_uploads/Boston-MBTA-Map-2001-metro-maps-46863_1024_1022.gif
  10. Threats:Rental companies offer carsharingIn 2008, a few of the car rental companies made small entries into the carsharing marketplace. U Car Share in 26 cities, all operating out of existing U-Haul centers, Hertz in Boston, and Enterprise’s WeCar in St. Louis. Generally speaking, their advantage comes from economies of scale that is creating a niche business that is not too far removed from their core business, and takes advantage of existing facilities, expertise, and financial support. So far none have made outstanding inroads, in fact the access to their services and vehicles tends to be inconvenient, but that may change as the rental companies learn the carsharing business. Rising fuel costThis economic burden could result in Zipcar raising rates to cover their gasoline expense. And while this may not cause current customers to terminate their memberships, they may decide to reduce their Zipcar use, opting instead to use less costly transportation options or share rides. Higher rates may also deter new members from joining Zipcar.
  11. Opportunities:Consumer attitudes and behaviorsMarket segmentation identifies distinct groups of customers who share specific characteristics and are likely to exhibit similar purchasing behavior. Recent carsharing studies, along with surveys and unsolicited feedback from Zipcar’s membership support the belief that carsharing members tend to have strong views about a variety of environmental and social concerns. They also like to save money and are motivated by convenience. These characteristics work together (an ATM and a Starbucks on every corner) and they are critical to Zipcar’s attracting more customers. Zipcar knows its customers and its Web site contains a wealth of information about their services, along with various tools and testimonials to help potential users to decide “is Zipcar for me?” The key is getting the right people to visit Zipcar’s Web site. Zipcar is a recognized brand with those who use it, but is it with non-members? Most people do not pay attention to information until they have a need for it, or perhaps observe others benefiting from it. Very few people actually sell a vehicle and join a carsharing organization when they first hear about carsharing. There has to be a trigger, some economic or social interruption that creates a need, or at least the need for information about carsharing – Zipcar. Using demographics and promoting Zipcar in proximity to the things that get consumers thinking about it is critical.Increase weekday use of vehiclesZipcars are used heavily at night and on weekends, and many are idle during the day. Scott Griffith calculated for Zipcar to make money on a vehicle it needs to be in use more than 40 percent of the time. This statistic is the impetus for finding ways in which to increase daytime use of Zipcar’s assets. One area of exploration is attracting customers through the organizations that operate during the day and already own fleets or depend on employees to provide transportation to accomplish their work. This could include municipal services and other government workers, as well as visiting care services (nurse, meals, and therapy). One-way travel between cities and designating cars for longer distancesThrough evaluating the driving patterns of its members, and listening to their feedback, Zipcar understands there is a market for, or at least interest in, one-way travel between cities and/or designating cars (and pricing structure) for longer distance driving. This opportunity bears exploration, subject to the consideration of several points. Is there enough consumer demand to sustain such a market and justify applying the resources required to develop and support it? What are the logistics and risks associated with managing cars that are not automatically returned to their home parking location? Zipcar has always been about short-term access, so would adding longer-term options to the service mix be moving too far from organizational purpose? Or is it a move toward creating new or lifetime memberships through greater service usability? Retaining students after graduationZipcar’s established and growing presence on college and university campuses is creating Zipcar fans at a young age. It is a demographic that tends to take action when it comes to environmental and social issues, plus they are innovators and experimenters drawn to cultural trends (like carsharing). The students at universities are really part of the self-service economy, and so the self-service model that Zipcar has really fits in line with that generation. Although buying a new car is a traditional rite of passage after graduation, those students who experienced Zipcar on campus will hopefully change their mindset to where car-sharing is a new alternative to car ownership." Transit connectionsIn Boston Zipcars are strategically parked near subway stations in the city giving members access to cars so that they may continue their journeys to locations not reachable by public transportation. Carsharing industry research supports that the transit connections niche is not fully served, that there is opportunity for growth in this segment. Additionally, Zipcars parked at subway, bus, or train stations outside the downtown area may attract new members.
  12. http://www.themidnightcoders.com/blog/uploaded_images/question-mark-787608.jpg