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market_plan_case_study.docxRunning Head: MARKETING PLAN
MARKETING PLAN 5
Marketing Plan
Daniel Ortiz
St Leo University
MARKETING PLAN
The zZip car being one of the largest car share company in the world which specializes on renting of vehicles was started by Scott Griffin. The entire concept of the rental cars and car sharing evolved from a humble concept and developed to a magnificent concept of environmental conservatory firm. One of the best evolvement in the Zip Car firm is the ability of the pioneer to nurture the concept of the car hire services and mold it into an exemplary firm that has the capacity to expand beyond its borders and double its income. The Zip car company is environmental conscious, the concept of car sharing and car hire in order to reduce the total number of vehicles in the city eventually reduced the carbon emissions to considerably 50% per 20 cars off the road.
Apart from being environmental conscious, the company took into consideration the urban life and it’s densely populated environment whereby the ownership of a vehicle is a great hassle and hence most of the company’s daily customers are from the urban densely populated regions. They have already established a target market for their company and hence insurance of consistent supply of customers. The Zip Car company is business oriented and has spent a lot of its resources in building and establishing its roots to the inner society. The company has a target market of which it is ready to extend its roots to the government officials and other larger companies hence its expansion. (Robert, 2012).
The Zip car company has found its way to establish partnership with large thriving companies like goggle and black sedan producing companies whereby their employees have now been included into the system of Zip car Company in order save on the cost of transport, the gas and the insurance. The company has used branding as the main marketing concept and the advancement from being green to the car sharing type has really made an extensive improvement in the profits of the company from 2million to 134 million within a year. The Zip Car Company is customer friendly where they have come up with Zip cards to facilitate easy ordering of the vehicles from anywhere.
Marketing concepts
Product management
Product management is one of the best marketing concepts integrated in the Zip car company of which they have critically analyzed the marketing and the expansion of the company through all stages. The key function of a company is improved performance and making profits and the doubling of the company’s income from 2 million to 134 million indicates the exemplary performance of the company. Product management serves the purpose of bridging the various teams within the company which mainly composes of the marketing and the financial teams.
SWOT analysis
The company had comprehensively integrated the SWOT analysis method of planning in the achievement of its set objectives through analysis of both internal and external factors that would make the company excel. The strengths of the Zip car Company that provides an added advantage in comparison with the other upcoming companies is the ability to incorporate the environmental conscious concept together with the customer pocket friendly concept. Evaluation of the weakness of other companies, in that, not every person can comfortably afford cars of various types, with the insurance policies and the ability of the company to turn the vulnerabilities into their strength has built its prosperity. (Menon, 1999). Opportunity to change the concept of the car high rental to a comprehensive concept of car sharing which is environmentally and customer friendly provided a widespread advantage to grow beyond its capacity. The threats that were likely to occur within the company were readily tackled from the need to save money to the need to impress the people around you that is the financial and the social aspect of the product.
Future of the Zip Car Company
Many people have criticized the future of the Zip car company to being at the verge of collapse after being sold to the car rental companies and many think the concept of car sharing will eventually decrease. The change of CEO’s of the company, where they come with different management concept and hence differences in the execution of company’s policies may sway the company to different direction apart from its set. Zip car’s enhanced power to reduce personal car use and include Avis may eventually increase the future prices leading to customer worries. (Brendan, 2000). The advancement in the technology means the use of less resources and the customers can easily access renting of cars inexpensively hence eliminating the need for personal cars completely.
Lesson learn
Partnership with other companies and organizations enhances the growth of a company since they provide a source of capital, grants and income. The emphasis on the customer’s need as the first priority enables the growth of the company since customers are the major income target of the company. The use of diverse methods to market the company products allows the survey of successful methods that can be carried to the next stages and the methods that need to be discarded. The concept of incorporating environmental conservation to facilitate reduction of pollution helps in increasing marketing capability of the products since the world is revolutionizing towards a better global climate.
Application of the lessons learn
In the current marketing trend in the market, product management and the use of SWOT analysis planning technique helps in the planning of the company’s future competitive capacity. Branding of the company’s products as a marketing concept increases the competitive capability of a company against other upcoming companies.
References
Robert, M. (2012). Product Management and Marketing. Retrieved on February 8, 2015.
Menon, A. (1999). Concepts of marketing strategy marketing. Journal of Marketing Association.
Brendan, K. (2000). Crystallizing knowledge of historical company performance into interactive.
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