Marketing Plan: Customization of Technologies in Car Rental Services

This marketing plan focuses on a car rental service differentiating itself through technology customization. The core competency is cost leadership, achieved by offering customizable technology options in rental cars. The plan targets the youth demographic (18-35) in Australia, aiming for a 20% domestic market share. Strategies include strategic alliances with car manufacturers, leveraging psychographic variables, and employing advanced cyber computing systems. Positioning emphasizes technological superiority, supported by IT experts. Distribution involves behavioral variables and joint ventures. Marketing communication utilizes social media and seminars. The pricing strategy begins with cost leadership followed by price skimming. Promotion includes seminars and digital media. The plan includes after-sale service programs across Australia and references relevant research.

Marketing Plan for Customization in the technologies of the
Cars in Car Rental Service.
Name of the student-
University Name-

Introduction
Innovative service- Customization in the technologies of the Cars in Car Rental
Service
Category- Private Company
Core competency- Cost leadership and following product differentiation by
customization in the technologies of the Cars
If client does not want particular systems or technologies in the cars then it could
be removed as per the client need(Rashid, and Ghose, 2015).
Mission- Cover more than 20% market share in domestic market.

Target Market
• It focuses on the Youth between the age group of 18 to 35.
• Strategic alliance with other Car manufactures so that big cars
would be available in its shops for the rents
• Psychographics variables- Customization in the technologies
added in rental cars will be used to attract high number of clients
in Australia (Siguaw, and Simpson, 2015)

Positioning strategy and competitive
advantage
• Use of advance technologies and cyber computing system in all the cars so that It
would be easy to add or remove tech and systems in cars for the better satisfaction
of clients.
• Hiring of IT experts in its different work shops to lead the market for car rental
service.
• Cost leadership and product differentiation strategy to set up strong brand image
(Schmidt, Spann,and Zeithammer, 2014).

Distribution strategy
• Use of behavior variable to attract clients.
• Entering into joint ventures with other existing operators by undertaking
work from them in initial time (Mohd, Idris, and Momani, 2013).
• Marketing communication- Use of social media and seminars to promote the
business.
• Marketing research- Identify the features and target market segment in
Australia.
• Action program- Set up after sale services program units in different areas of
Australia (Chatain, et al. 2008).

Pricing Strategy
Initial time pricing strategy- Cost Leadership strategy for use of advance technologies in Cars for the rent
(Lowest price to win over the market)
Price skimming strategy- This strategy would be followed after 2 years when the services offered in market
becomes famous (Hatch, (2016).
If client does not want particular system in cars then it could be removed as per the client’s need. It will
eventually reduce the cost of the Car services.

Promotion strategy
Use of Seminars and circulating posters in market.
Promoting business through the digital media program.
Creating page on social media and other program.
Implementing the marketing strategy of survey method.

References
• Boselli, R., Cesarini, M., Marrara, S., Mercorio, F., Mezzanzanica, M., Pasi, G. and Viviani, M., 2017. WoLMIS: a labor market intelligence
system for classifying web job vacancies. Journal of Intelligent Information Systems, pp.1-26.
• Broda, T., Oracle International Corp, 2015. Method and apparatus for a multiplexed active data window in a near real-time business
intelligence system. U.S. Patent 9,094,258.
• Sanyal, M.K., Biswas, B., Roy, S. and Bhadra, S., 2018., A Proposed Model to Integrate Business Intelligence System in Cloud Environment
to Improve Business Function. In Information Systems Design and Intelligent Applications (pp. 282-292). Springer, Singapore.
• Hatch, R. (2016). U.S. Patent No. 7,116,994. Washington, DC: U.S. Patent and Trademark Office.
• Mohd, W., Idris, S. and Momani, R.A., 2013. Impact of environmental dynamism on marketing strategy comprehensiveness and
organizational performance. International Journal of Business and Management, 8(9), p.40.
• Rashid, S. and Ghose, K., 2015. Organisational culture and the creation of brand identity: retail food branding in new markets. Marketing
Intelligence & Planning, 33(1), pp.2-19.
• Schmidt, K.M., Spann, M. and Zeithammer, R., 2014. Pay what you want as a marketing strategy in monopolistic and competitive
markets. Management Science, 61(6), pp.1217-1236.
• Siguaw, J.A. and Simpson, P.M., 2015. A marketing plan for marketing instruction: A satirical look at student comments. In Creating and
Delivering Value in Marketing (pp. 129-133). Springer International Publishing.
• Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Engelwood Cliffs, NJ: Prentice Hall.
• Mohd, W., Idris, S. and Momani, R.A., 2013. Impact of environmental dynamism on marketing strategy comprehensiveness and
organizational performance. International Journal of Business and Management, 8(9), p.40.