Rental Car Market Analysis and Competitors

This assignment analyzes a hypothetical rental car company's market position. It identifies the target audience (high-income individuals), competitive advantages (strong brand), and potential threats from competitors like Ford, Volvo, and Nissan. The analysis also considers external factors influencing the market.

Global marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Market audit refers to analysis the market trends and market demand in which easy to
properly evaluate company position in the market and also customers needs and wants. Croove is
the service that provide the all cars to customers on rental this services started by the
MERCEDES Company in Munich. Croove car service through provide all cars to customers
according to their demand they also book cars by the application service. Through this company
conducted a survey in Germany, France and UK so they will decide to spend their business
business in London UK. In this survey analysis and properly evaluate strengths and weakness of
their competitors in the market. The main competitors of this company are Ford, Volvo and
Nissan. In which effectively analysis the marketing mix of the company and take appropriate
decision regarding their products and services those will provide to customers(De Mooij, 2013).
MAIN BODY
Marketing audit refers to analysis and properly evaluation of the market in the systematic
process in which easy to identify customers demand and market trend as well as also define
competitors at international level. MERCEDES Company through start a new Croove service in
which provide all cars to customers as on rental service. This company through conduct a survey
in Germany, France and UK to spend their business. This company through also start the
Application service to customers so they can easy to book in advance cars according to their
needs. The main competitors in the market of this company is Ford, Volvo and Nissan all these
companies through also start rental services to customers through the Application but by these
competitors through provide only company's cars to customers not other company's cars. The
main competitive advantage of MERCEDES Company at international level is this company
through provide luxury brand of cars to customers all customers are not afford these cars that's
why this company through start Croove service to them so they can enjoy and use luxury cars in
their life but their competitors through not provide luxury cars to them customers are easy to
afford these cars(Solomon, 2014).
To conducted survey in the market to properly analysis the market and also customers
requirement after that analysis them and take effective decision to spend their business in
London UK. MERCEDES Company's cars are luxury brand these not afforded by the all

customers that's why through this company start the Croove service to customers the main
relative advantage of the company is having a plan of to spend their business at international
level in 2030 but their competitors through not decided any plan for their future development.
They plan 30% cars on road on rental in UK to the customers are easy to afford and enjoy luxury
branded cars and company's services. But this company advance take payment by the customers
before pick cars by them and easy to compare with their competitors in the market on the basis of
their rental car services their competitors are Ford, Volvo and Nissan companies through
provided only those company's cars to customers not other company but by the MERCEDES
Company provided all company cars as well as Mercedes luxury cars. The major problems of
this company all customers are not properly afford these luxury cars so that why according to
their demand provide services to them and try to give proper satisfaction also focus on their
resistances and culture(Trompenaars and Hampden-Turner, 2011).
Market refers to that help easy to sell something and from easy to purchase according to
demand and requirement. MERCEDES Company through spend their business in London UK
so have to properly analysis the market and their geographical region of the city. Geographical
region refers to the analysis and evaluate the human characters of particular region also natural
as well as human elements. In which properly identify the geographical element that may be
affecting on the business. In which include natural elements, climate, human needs and so more.
All these factors may be affecting the business(Peter and Donnelly, 2011). Population of the
country also affecting on the company services in which identify the growth rate of the country,
age of the persons and gender these things may be affecting on the business so have to properly
analysis the in the effective manner these thing may be affecting in the positive way as well as
positive manner. Through the company before start the business in London should analysis the
growth rate of the country and also identify the income per capital of the country that help to
properly evaluate the buying power of persons or identify their country's persons afford luxury
cars in their life or not and rental services. By the company should analysis and evaluate the
transportation services and their tax services on export an import of the items one place to
another place all these services and taxes are decided by the government of the country those
have to follow by all company and have to follow all governmental rules and regulations.
Communication process is play an vital role to transfer information person to persons so have to
evaluate the communication and language of the country that may be affecting on the company

services so properly understand their communication process according to that should
communicate by employees of the company to customers in UK that help to give proper
satisfaction to them and help easy top resolve them in the effective manner. In the last one
properly identify and understand customers habit and buying power of customers, which type of
services they can afford in their life, their needs and wants , shopping habits of customers and so
more(Kilian and Murphy, 2014). All these thing help to spend their business in London UK and
help to take effective decision regarding company and company's services. MERCEDES
Company through provide luxury branded cars as well as other cars according to customers
affordable. This is the main advantage of this company to develop their business in UK but
through their competitors such as Ford, Volvo and Nissan through their company only provide
their company's cars to customers. This may be weak point to MERCEDES Company because
through this company provide rental services on all company's cars that may be affecting on
brand image on MERCEDES but it help full for customers they can easy to take cars on rent
according to their income and affordable power(Bekaert and et.al 2014). Its help to give proper
satisfaction to them and help to spend their business in the effective and systematic manner. To
distribute their services in the market so their are many distribution channels are available like
online services, physical stores and so more. But through this company provide services and cars
on rental by the Croove Application, this application through customers are easy understand and
properly evaluate different cars according to their needs and they can do advance booking of
cars. This strategy and application help to provide better services to customers and they can book
cars according to their habits and needs. Customers are take advantage of luxury branded cars all
persons are not afford in their life but they can take these cars on rent. MERCEDES Company
through use effective advertising and promotional tools those help to promote their services in
the London market. This company through use online media to advertising and promotional
services in the market to customers(Berthon and et.al 2012). Online media is the best way to
promote their products and provide better and effective information to all persons and they can
easy to identify and understand their features and take according to their demand and needs. To
promote their sales in the market so there are using sampling , coupons, pamphlets and so more.
If customers through not using Croove application of the company so these methods help to
provide all information regarding company and their services and they take proper advantage of
luxury branded cars.

MERCEDES Company of main competitors in the market is Ford, Volvo and Nissan
these companies through also use the online applications but these company only provide those
company's cars on rent. These company's cars are not that much luxury branded comparison to
MERCEDES so highly number of customers attract towards MERCEDES Company services
and use Croove services. Online media advertising and promotional method by using the
MERCEDES Company that help to provide all information to customers also they can also know
and understand by the sampling, coupon and other methods(Reinecke, Manning and Von Hagen,
2012). Competitors are play an vital role in the market have to properly evaluate and analysis
them in the effective manner after that take proper decision regarding their services and other
facilities.
Year Sales
2010 $5000
2011 $7000
2012 $15000
2013 $18000
2014 $20000
2015 $25000

Market size of the company refers to the profits and sales of the company in which define
estimate sales of 2010-2015 on this basis company can made a effective plan for company future
and take effective decision their profit and sales. On the basis of this company of past sales
estimation in the future sales of the company may be $30000-$320000 because Croove service
through high number of customers will be satisfied and afford luxury cars on rent. In the other
hand, according to this graph estimate sales of the company in last 5 years is going up side its
help to take better and effective decisions regarding future sales planning and profits according
to that company will invest in the market and in this service. To spend the business in UK so
have to follow governmental rules and regulations by the company and according to those should
work in the market(Pietrobelli and Rabellotti,2011). To spend their business in London so
automotive agencies of UK help to promote their business and provide services to customers in
the effective manner. Automotive agencies are the best promoter of services in the market those
are easy to attract customers towards their services and help to give proper satisfaction to them in
the systematic manner as well as have to follow rules and regulations of the company by
customers and company owner such as cars should work properly and that should not more than
15 years old, contract should signatures by the customers and by the company should having in
1 2 3 4 5 6
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
Column A
Column B

written and having something legal proof with company and customers so by this less chances of
fraud between company and customers they both having legal right and proof(GiannoneLenza
and Reichlin,2011). In the other hand, to start the new business or spend the business in London
UK so have to properly analysis and evaluate the location, competitors, market size of the
company, rules/ regulations of the company, customers demand and their buying powers and so
more all these things may be affecting on the company so after evaluation take effective decision
and select better method and strategy to spend their business in the market also help to give
proper satisfaction top them and properly understand customers(Swinburn and et.al, 2011).
CONCLUSION
As per this research report, market refers to the something sell and buy from this
according to their demand and needs. MERCEDES Company through start a Croove service in
Munich, by this service provide all brands of cars to customers affording their demand and
affordable power this company wants to spend their business in London UK so have to properly
analysis and evaluate the location, region, culture, customers demand, market trends and
competitors in the effective manner because all these thing may be affecting on the company.
The company's main strength is by this company provide luxury brand cars on rent to customers
and their past sales record is going up side, weaknesses of this company is this company's of
Croove service by provide all brand of care that may be affecting on company's image because
MERCEDES is the luxury brand so this may be weakness for this company. Opportunities refers
to the chance to spend their business after conducted survey in Germany, France and UK by the
company select UK to spend their business because their persons of buying and income power
strong so they can easy to afford and threat of this company is their competitors such as Ford,
Volvo and Nissan these companies through also provide rental car services to customers but only
their company's brand cars so customers may be attract towards them.

REFERENCES
Books and Journals
Bekaert, G., and et.al 2014. The global crisis and equity market contagion. The Journal of
Finance, 69(6), pp.2597-2649.
Berthon, P.R., and et.al 2012. Marketing meets Web 2.0, social media, and creative consumers:
Implications for international marketing strategy. Business horizons, 55(3), pp.261-271.
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage
Publications.
Giannone, D., Lenza, M. and Reichlin, L., 2011. Market freedom and the global recession. IMF
Economic Review, 59(1), pp.111-135.
Kilian, L. and Murphy, D.P., 2014. The role of inventories and speculative trading in the global
market for crude oil. Journal of Applied Econometrics, 29(3), pp.454-478.
Peter, J.P. and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Pietrobelli, C. and Rabellotti, R., 2011. Global value chains meet innovation systems: are there
learning opportunities for developing countries?. World development, 39(7), pp.1261-
1269.
Reinecke, J., Manning, S. and Von Hagen, O., 2012. The emergence of a standards market:
Multiplicity of sustainability standards in the global coffee industry. Organization
Studies, 33(5-6), pp.791-814.
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Engelwood
Cliffs, NJ: Prentice Hall.
Swinburn, B.A., and et.al , 2011. The global obesity pandemic: shaped by global drivers and
local environments. The Lancet, 378(9793), pp.804-814.
Trompenaars, F. and Hampden-Turner, C., 2011. Riding the waves of culture: Understanding
diversity in global business. Nicholas Brealey Publishing.
Online:
Company Overview of SAP Global Marketing Inc. 2017.[Online]. Available
through:<https://www.bloomberg.com/research/stocks/private/snapshot.asp?
privcapId=140833403>. {Accessed on 29th May 2017}