University Marketing Plan Report: Europcar Business Solutions Analysis

This marketing plan for Europcar Business Solutions analyzes the company's unique selling proposition, focusing on its car and van rental services for businesses. It identifies the target customer as business clients seeking flexible options, such as online booking and executive upgrades. The plan outlines the positioning of Europcar's services, emphasizing its prestige vehicles and easy booking through mobile apps. Key implementation strategies include offering a wide range of vehicles and specialist options, along with a focus on trained professionals for optimal rental deals. The communication plan suggests an omni-channel strategy, particularly leveraging mobile platforms for a seamless customer experience. The plan also discusses dynamic pricing strategies and increased rental stations. The report recommends a strategic marketing plan for Europcar to gain competitive advantage.

Running head: MARKETING PLAN OF EUROPCAR BUSINESS SOLUTIONS
Marketing Plan of Europcar Business Solutions
Name of the student
Name of the University
Author note

1MARKETING PLAN OF EUROPCAR BUSINESS SOLUTIONS
Executive summary
The primary purpose of this marketing plan is to elucidate on the unique selling proposition
of Europcar Business Solutions and the target customer of the company. The report elucidates
on the positioning of services that can be offered by the company that can make it earn
prominent position in market. The marketing plan elaborates on the product features and the
communication plan of the company that can help in the process of marketing of company.
The marketing plan talks about the pricing strategy along with the distribution plan that can
be taken recourse to by the company for its future growth. The plan states that business
customers can be the target customers and they use the fleet of the company for arriving at
the business meeting. The marketing plan talks about the fact that the company can provide
the specialist vehicles that can provide satisfaction to people. The marketing plan
recommends that company can use dynamic pricing strategy which can enable company to go
ahead of competitors.

2MARKETING PLAN OF EUROPCAR BUSINESS SOLUTIONS
Table of Contents
Introduction................................................................................................................................3
Unique selling proposition.........................................................................................................3
Target customer..........................................................................................................................4
Positioning of service.................................................................................................................5
Implementation Plan..................................................................................................................6
Product features and the benefits...........................................................................................6
Communication Plan..............................................................................................................7
Pricing strategy.......................................................................................................................8
Distribution Plan....................................................................................................................9
Conclusion..............................................................................................................................9
References................................................................................................................................11

3MARKETING PLAN OF EUROPCAR BUSINESS SOLUTIONS
Introduction
Marketing plan is component of business plan that aids in the identification of the
target market and in specifying marketing objectives. It is basic prerequisite for the purpose
of the efficient marketing and it ensures integration of various kinds of the marketing
activities. It helps in creating the favourable conditions that helps a company in succeeding
within marketplace. It helps in developing the constructive approach that can help a company
in succeeding in the marketplace (Conradie, Roberts-Lombard & Klopper, 2016). It helps in
identifying the marketing opportunities on the basis of the demand of the new market. The
creation of the marketing plan is a strategic process that can help company in achieving
results. Europcar Business Solutions provides the car rental service of high quality to the
companies and the small business (Europcar.co.uk., 2020). The company have fleet of the
business ready cars along with the vans that have helped in meeting needs of the business.
This marketing plan throws light on unique selling proposition pertaining to the services that
can be offered by the company. This marketing plan discusses about target customer and
positioning of product in the market. This marketing plan elaborates on the implementation
plan of marketing that can aid to strengthen position of company. This plan elucidates on
communication plan and pricing strategy that can make company rise above the competition.
Unique selling proposition
Europcar can be said to be the global leader in relation to car and the van rental that
can cater to varying needs of business. The company has 3835 rental locations spread across
the world that have made travelling convenient for people. The company have made the
rental experience convenient for the people that have addressed demands of business. The
unique selling proposition of the company rises on account of the fact that the company
provides various kinds of the transport options like the family car, sedan along with the

4MARKETING PLAN OF EUROPCAR BUSINESS SOLUTIONS
prestige car that can serve needs of the business. The company can provide range of the
cheap van hire along with the truck hire options that can keep the cost down for the people.
The company can provide the flexible range of the self-drive options that can attest to needs
of business. The vehicles can be provided for the shorter term or for the longer span of time
that can address growing needs of business in present age. The company can rent various
kinds of models from the spacious carrier vans to the short wheel base that can be helpful for
people in moving house or for serving needs of business customers (O’Brien, 2018). The
drivers can pick up the people and drop off at the various locations that can attest to the needs
of the business. The company can provide the flexible packages and have the honest pricing
strategy that have made company win favours of the people. The company can make use of
the sprinter vans, cargo vans along with the moving vans that can suit needs of people. The
fleet of the company can include Mercedes Benz Sprinter, Volkswagen CR 35, Toyota Hilux
along with Iveco Daily Hayon that can suit demands of all kinds of the business. The
business customers can avail of the facilities that have helped company in becoming popular
among people. There are different kinds of sizes of the vans from 3 to the 19 m3 volume on
the basis of demand of country that have ensured popularity of company among people.
Target customer
The target customer of Europcar Business Solutions would be the business customers
who take recourse to the service for the flexible options that are provided by the company.
Europcar makes the business trips smooth for the people. The time-saving options can be
provided by the company like the online booking along with the express services that works
for benefit of business in present age. The opportunity of getting the executive upgrades are
provided to people that is instrumental in serving various kinds of purpose of business in
present age. The company can reduce the paperwork for the members of the staff that can
prove to be an advantage for the different business organizations (Mamoon & Legese, 2018).

5MARKETING PLAN OF EUROPCAR BUSINESS SOLUTIONS
There exist less amount of the formalities that have to be completed by the company that can
make them take recourse to the valuable service that are offered by Europcar Business
Solutions. It can enable the employees in spending more amount of time in the job thus
reducing the hassle for the organizations. It can help in making the journey enjoyable for the
people and the people are enthralled by the comfort that is provided by the car rentals of the
organization. The people can select the luxury model on the basis of their choice that
provides the satisfaction to the target customers of the organization. The plethora of choices
that are provided by the company adheres to varying needs of business of the present age
(Bayram, 2018). The people can attend the business meetings with the help of legendary
fleet of the organization that improves the prestige of employees of company. The people can
free and powerful in the event of travelling on the luxury cars of Europcar Business Solutions
that can make them have a pleasurable experience. The best-in-class service which is
provided by the company can satisfy the diverse needs of the business organizations that can
make company coveted by people (Lazov, 2017).
Positioning of service
Europcar Business Solutions can have the superior positioning as the people can plan
a business trip or go for the luxury weekend getaway that serves to satisfy needs of people.
The company is instrumental in offering the prestige vehicles within Europe and the Australia
that have helped them in reaching out to large number of people. The company possess cars
of various kinds of services that can suit all kinds of the occasions. The cars of the company
can be brand new that can help in providing a superior service to the people. The cars can be
booked with the help of the mobile phone and the people can take recourse to the self-service
access with the help of the app that have proved to be convenient for the people (Chen &
Wang, 2019). The facility of the easy booking can provide the benefit to the people and it
can help in making life comfortable for the people. The car rental company can evolve the

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services along with the process that can help the company in meeting the changing needs of
the customer. The company can launch the new brand positioning that can help the company
in staying committed to the customer. The organization can make use of “Moving Your
Way” campaign that can enable the process of marketing of company. The brand identity of
the company can be introduced within the framework of the European cities with the help of
the advertising and the marketing campaigns. The company have been able to satisfy mobility
needs of consumers that have taken care of the positioning of the company (Kotler et al.,
2018). The car rental company operates at the low cost that have aided in the growth of the
company within the market. The company have been able to build a large platform with the
help of its strategies. It have been able to make benefits on a large scale with the help of its
significant processes.
Implementation Plan
Product features and the benefits
Europcar Business Solutions can provide great choice of the cars along with the
specialist vehicles that can help them in providing satisfaction to the customers. The newest
models can be provided by the car rental company that appeals to the needs of the people.
The company can provide various kinds of cars having the automatic and the manual
transmissions that caters to demands of the market. The company rents the commercial along
with the special vehicles that serves the business requirements of the organizations. The
company can have in its possession vans of various kinds of capacities that can serve the right
vehicle for the people. The trucks that are kept by the company should be spacious and they
should have the flat bed bodies that can provide the right vehicle for the people. Europcar
Business Solutions can have the refrigerated vans along with the trucks that have increased
customers of company in the present age. The company can improve the offers that have
achieved the goals of the business. The company can make use of trained professionals that

7MARKETING PLAN OF EUROPCAR BUSINESS SOLUTIONS
can help the organization in offering best rental deal that can fit the varying situations of the
business (Keegan, 2017). The company can organize the supersites that can provide comfort
to the people travelling in the cars. The company can take the help of the specialised rental
agents which can provide the useful advice to the people. The van and the truck sites can be
opened all across Europe that can help the brand in adding the value to its services. The car
rental company can make use of the compact vehicles which can be controlled easily and fit
into the parking space that can rightly serve business need (Wilson et al., 2016). The
company can take recourse to the box body vehicles upto 42 m3 that can suit the new
demands of the passengers.
Communication Plan
A communication plan is a roadmap that can get the messages delivered to the
audience. It helps in ensuring that the organization sends the specific message that can help in
bringing the measurable results for a company. It can prove to be useful in the arena of
customer engagement that can help in turning the prospective customers into the buying
customers. Europcar should plan the omni-channel strategy that can rightly engage the
customers. Offerings within the framework of the various channels should be on the basis of
the demand of the customer that can help in developing company across the globe. The
purchase is carried out at the rental stations and hence the number of rental stations should be
increased that can be of benefit for customers (Deepak & Jeyakumar, 2019). The company
can make use of omni-channel strategy based on the mobile that can deliver the seamless
experience at all the touch points for the people. The mobile systems can be helpful in
elevating consumer experience by integration of indoor technologies, augmented reality
along with the payment systems. The digital interactive media can be used by company that
can increase the consumer base of the company. The mobile channels can act as a useful
medium that can collect useful data about the customers and in receiving the notifications

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(Armstrong et al., 2018). It can prove to be of great use in getting customer service support
in the real time that can provide an enriching experience for the people. The chat bots can be
used by the company that can provide a great experience for the people. The car rental
provider can make use of location detection technology that can detect the location of the
customer and customise the deals based on needs of the customer (Hollensen & Opresnik,
2019). There are a large number of the business travellers who carry the wearable devices so
that they can get the alerts at the time of going for a trip.
Pricing strategy
Europcar Business Solutions can take recourse to the dynamic pricing strategy that
can help them in getting ahead of the competitors. It can increase the market share of
company that can help them in staying relevant within the framework of the market. The
pricing is beneath the price of the competitors that can set the way for success of the business.
The car rental can make use of competitive pricing intelligence that can enable the company
in staying ahead in the competition (Bayram, 2018). It can help the company in entering the
new market that can aid in the process of expansion of company. Europcar can set the price
on the basis of the pricing of the competitors that can maximise the profits for the business.
The pricing can be set on the basis of the different factors like the profiles of the customer
along with the regular trips that can increase the profitability of company in market (Hsu, Lin
& Lin, 2019). The price elasticity of the competitors is an important determinant that can
have an effect on the pricing of the services of the company. The company should cater to all
the market segments that can create a distinct impression on the people. The rental cars of the
company can be provided at the minimal cost of 16 pounds for a day for the winter
adventures that can take the company ahead in the future. The company can provide the
various kinds of offers for the student that can help them in becoming popular among the
young people. The organization can take recourse to the Student Beans that can help the

9MARKETING PLAN OF EUROPCAR BUSINESS SOLUTIONS
students in getting upto 15 % discount that can increase the profitability of the company in
the future. The verification of the student status can help the people in getting the
opportunities that can increase the prospect of the company in the future.
Distribution Plan
Europcar Business Solutions can act as the service provider for the distribution
channel that can make the company gain prominence in the eyes of the customer. The
company can invest in the own apps that can be instrumental in the creation of the lasting
impression in the minds of the people. It can be pivotal in increasing the reservations for the
company that can lead to a positive development for the company. The company can make
use of global distribution site that can enable the company in serving a wider audience. The
distribution channel should operate in the global arena that can help in keeping the cost lower
for the company. It can help the company in the arena of standardization of the rental
information in the various markets that can help the company in the maintenance of quality of
the service. It can help in providing the seamless platform that can provide the superior
experience for the people. The company can make use of connected car technology that can
improve the customer experience for the people. It can help in avoiding the
misunderstandings and provide the personalized solutions to the people.
Conclusion
Europcar is global leader pertaining to the car rental that serves various kinds of needs
of the business. The organization has 3835 locations throughout the world which have made
the travelling easy for the people. Target customer of the company should be the business
customers who can take the advantage of flexible options which are provided by Europcar.
The company have made business trips easier for people that have provided the company
with a superior position among the competitors. The organization offers prestige vehicles in
Europe and in Australia that have reached large number of the people. The company can

10MARKETING PLAN OF EUROPCAR BUSINESS SOLUTIONS
practice omni-channel strategy that can aid them in the process of engaging with the
customers. The offerings provided should be on the basis of demand that can put the
company at a privileged position among the other companies. The company can adopt
dynamic pricing strategy which can make the company go ahead of competitors. It can
augment market share of the company which can enable them to stay relevant in market.

11MARKETING PLAN OF EUROPCAR BUSINESS SOLUTIONS
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