Assessment 1: Direct Selling Marketing Plan for Car Rental Service

This assignment presents a direct selling marketing plan for a car rental service in Australia. The plan focuses on making the service appealing to customers, considering internal and external factors affecting pricing, and implementing effective promotional strategies. The solution includes an analysis of market conditions, customer preferences, and the importance of promotional pricing. It explores payment options, customer service approaches, and the skills required for successful direct selling, such as empathy, communication, and decision-making. The assignment also highlights the importance of a feedback system and the role of discounts and offers in encouraging direct selling. The student emphasizes the use of online platforms for payment and the importance of 24/7 customer service to address customer queries and concerns. The assignment also discusses one-step sales and customer account information access.

Running head: DIRECT SELLING
Direct Selling
Name of the Student:
Name of the University:
Author’s Note:

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Part A
1. The focus of the product in the first assignment was as the car rental service in Australia. This
product was chosen mainly for the purpose of making the lives of the customers easier. This is
because of the fact that there are many customers who have to travel every day from their houses
to office, school, colleges and other such places (Larivière et al. 2017). Customers who will be
looking for the Car Rental service will be assisted by their sales representatives so that they can
easily use the service.
2. The internal and the external factors that will be affecting the pricing strategy are as follows-
Internal factors
Cost:
The firm will have to make sure that they taking into account the cost of all the input materials or
the different other products that will be needed for the production of the final good. In other
word the budget that will be needed for the making if the car and offering them for the service
will be including the price of all the other input materials (Soni and Chauhan 2018). The price of
the different parts of the car like iron plates, color or paint and many other such aspects have to
be taken into account before setting the budget for the production and the sale of the final
product.
External factors
Competition

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The firm has to make sure that they are making an in depth analysis of the competition that is
being out forward by the other firms in the same industry. In order to make sure that they are
staying in the competition and also taking the right steps that will be needed for the purpose of
using some vey new and unique kinds of experience to the customers. As a result of this the
company will have to follow the method of continuous improve the strategy and also keep the
price at a lower and affordable range along with some offers and discount coupons so that they
can be one among the top car rental services’ in Australia.
3. Important methods of selecting the market strategy are as follows
Checking the market conditions
It is very essential for the organization to make sure that the market conditions are being taken
into proper consideration so that the organization is able to understand about the different trends
that have taken place in the needs and demands of the customers. Apart from this the company
will also have to make sure that they are taking ideas and tips from the other such car rental
companies that have already made a market entry and are enjoying a very good position in the
business scenarios.
Checking the psyche of the customers
This can be done by asking the customers to make sure that the customers are being distributed a
survey. This will be telling the company about the expectations of the customers.
4. Promotional pricing is a very good and wise pricing strategy that will be chosen for the
company. This is because the organization will have to understand regarding the reactions that

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are actually taking placing the customers after receiving the service that is the car rental service.
In order to make a string market entry the company will have to provide some attractive offers
through the discount coupons or the other such discounted offers (Zhao et al. 2017). This will
naturally make the customers attracted in the first go as they will be able to avail the similar
kinds of services at a much lower price.
5. The payment option will mainly be give through the online website or the digital payment
options. This will be helping the customers to make the payment without carrying any cash with
them. They can make the payment before hand and pre book the service so that they can get the
service any kinds of obstructions (Nagle and Müller 2017).
6. This will be done by appointing some customer care representatives of the company who will
be making the confirmation calls after the completion of the transaction process. This
confirmation call will be done in order to ask the customers if they have been able to make the
transaction properly and also collect all the relevant information about the company and the ways
in which the service will be given in the coming days.
7. The customers will have to stay active on a 24*7 hour basis. This will be helping them to keep
a proper track of all the queries that are being raised by the customers and thus the customers
will not be kept waiting for long. They will be taken care of by the customer care representatives
and thus all their problems will be solved.
There will be thorough training conducted for the employees so that they can understand about
the different ways in which they can taken care about the queries being raised by the customers.
This will be also including training in empathy for the customers so that they can understand

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about the different ways in which they have to show empathy towards the customers and also
boost up their domain knowledge.
8a.One step sale has been developed by the customers so that they can help the customer’s
throughput the day. This will be done by appointing one product specialists or some customer
care executives (Petri and Jacob 2016). They will be always there to help their customers by
giving them all the relevant information about the status of the goods and the services before
they are being delivered.
b. Customer account information will be taken by the customers by logging in to the website of
the company and then logging into their respective profiles. This will drive them to the accounts
and finance page where they will be able to get information about their account.
Part B
1. The skills are-
Empathy
Customer queries must be solved with proper empathy and polite nature. I will always make sure
that the customers are getting all the possible help from the company customer care
representatives whenever they are in need. None of the customers must face nay rude behavior or
any kin if abusive words

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Communication
A well developed communication system is needed. Both verbal and non verbal communication
is needed for the purpose of understanding the doubts of the customers and also for giving them
timely solution (Groh et al. 2016).
Decision making ability
The customer care representative must be having a apt decision making ability, they have to have
a good domain knowledge so that they can understand the issue and give the solution without
wasting any time.
2. A well developed feedback system must be developed so that all the customers can give in
their opinions regarding their experiences. This will help the company in understanding about the
new innovations or the series that they have to undertake in order to make their services much
smoother and also beneficial for their customers.
3. Developing a very good outer look
The customers will like the look or the way in which the goods or the services will be displayed.
Therefore the company will have to make sure that the cars are being designed in a very modern
way so that the customers are encouraged in using the service. In other words, it must be made
sure that the products are being designed in a very creative way.

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Offering discounts and offers
The process of direct selling will be encouraged only when the customers are being given some
offers, discounts and other attractive offers. This will be helping the customers to know about the
extra added advantages that they will be getting.

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References
Groh, M., Krishnan, N., McKenzie, D. and Vishwanath, T., 2016. The impact of soft skills
training on female youth employment: evidence from a randomized experiment in Jordan. IZA
Journal of Labor & Development, 5(1), p.9.
Larivière, B., Bowen, D., Andreassen, T.W., Kunz, W., Sirianni, N.J., Voss, C., Wünderlich,
N.V. and De Keyser, A., 2017. “Service Encounter 2.0”: An investigation into the roles of
technology, employees and customers. Journal of Business Research, 79, pp.238-246.
Mao, W., 2016. Sometimes “fee” is better than “free”: token promotional pricing and consumer
reactions to price promotion offering product upgrades. Journal of Retailing, 92(2), pp.173-184.
Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing more
profitably. Routledge.
Petri, J. and Jacob, F., 2016. The customer as enabler of value (co)-creation in the solution
business. Industrial Marketing Management, 56, pp.63-72.
Soni, H.N. and Chauhan, A.D., 2018. Joint pricing, inventory, and preservation decisions for
deteriorating items with stochastic demand and promotional efforts. Journal of Industrial
Engineering International, 14(4), pp.831-843.
Zhao, L., Wang, C., Peng, X., Liu, B. and Ahlstrom, D., 2017. The Pricing Strategy of
Oligopolistic Competition Food Firms with the Asymmetric Information and Scientific
Uncertainty. Journal of Food Quality, 2017.