MKTG6002 Marketing: Situation Analysis of GreenShareCar Company

This report provides a comprehensive situation analysis of GreenShareCar, a car rental company. It begins with an executive summary and an overview of the company, its value proposition, and brand value, as well as an examination of buyer behavior. The report then delves into a micro-environment analysis, assessing the company's suppliers, customers, competitors, and employees, as well as its website and online payment systems. A macro-environment analysis follows, utilizing the DENPTC framework to assess the demographic, economic, natural, political, technological, and cultural factors affecting GreenShareCar. The report then conducts a SWOT analysis, identifying the company's strengths, weaknesses, opportunities, and threats. Finally, a TOWS matrix is used to formulate strategic recommendations based on these internal and external factors, aiming to mitigate issues and develop strategies for business growth and development, with references included at the end.

Running head: SITUATION ANALYSIS
SITUATION ANALYSIS
Name of the Student
Name of the University
Author Note

1SITUATION ANALYSIS
Executive summary
This paper is going to analyze the business environment of the company, GreenShareCar.
The company is a car rental company which provides their customers with the feeling of
owning a car and helps their customers in saving money. In order to come up with fruitful
and concrete marketing strategies the internal and external analysis of the company has been
conducted. With the help of DENPTC, the external environment has been analyzed in order
to see the impact the environment has on the business of the company. SWOT analysis has
been used to analyze the internal factors of the company and finally with the TOWS matrix
recommendations have been provided on the basis of the strengths, weakness, opportunity
and threat in order to mitigate the issues and come up with strategies that will help in the
development and growth of the business.

2SITUATION ANALYSIS
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Brief overview of the company..............................................................................................3
Value proposition...................................................................................................................4
Brand value............................................................................................................................4
Buyer behavior.......................................................................................................................4
Micro-environment analysis...................................................................................................4
Macro-environment analysis..................................................................................................5
SWOT Analysis.....................................................................................................................8
TOWS matrix.........................................................................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................12

3SITUATION ANALYSIS
Introduction
In recent times, with immense competition in the business world majority of the
businesses have been focusing on aggressive marketing strategies in order to spread
awareness about the products and services of a company or an organisation in order to gain a
competitive advantage in the market. Haider et al, (2017) states marketing is defined as the
business or action of selling and promoting services and products which includes advertising
as well as market research. This is highly possible if a proper internal and external analysis of
the business is conducted so that the strength, weaknesses and the external environment
which will help in creating strategies that will help in the organizational profits. This paper
aims on providing a situation analysis for the company, GreenShareCar which will further
help the company with coming up with a fruitful and efficient marketing plan.
Discussion
Brief overview of the company
GreenShareCar is a company which provides 24/7 car renting and sharing service.
This company aims on providing cars as rent to their customers (Greensharecar.com.au.,
2020). The company feels that owning a car in a city like Melbourne is a huge task and the
maintenance is expensive thus, they had come up with this company to provide people a
feeling of owning their own cars and help them in saving money from buying a car and the
maintenance cost. The company has become a popular company in Melbourne and many
people have been opting their services stating that it is convenient and cost friendly making
the business one of the fastest growing companies.

4SITUATION ANALYSIS
Value proposition
The value proposition that GreenShareCar provides to their customers is the feeling of
owning the car they have rented. The other aspect which attracts customers is that the
company provides free petrol, parking on return and insurance which has led to many people
in Melbourne to use their services (Greensharecar.com.au., 2020).
Brand value
The brand value of the company is to provide viable transportation option to the
residents or citizens of Melbourne which will be more convenient in comparison to other
companies that provide transportation, less expensive and also environmentally friendly
services (Greensharecar.com.au., 2020)
Buyer behavior
The buyer behavior of GreenShareCar is seen to have a variety buying behavior.
Olsen et al, (2016) states variety buying behavior generally means when consumers buy a
product or service in order to seek variety. There are many transportation applications which
provide easily accessible transportation services however, customers resort to renting cars
from this company for seeking variety and to get a new experience.
Micro-environment analysis
GreenShareCar has made a name for themselves in Australia because of their services
and their positive reputation which has helped in making the company a success. The
company is a car renting service thus the major suppliers of the company are people who
supply cars for their business. According to their website, the company does not violate any
rules and strives to operate ethically in order to comply with the laws and rules proposed by
Australia and also as a part of the values of the business (Greensharecar.com.au., 2020).

5SITUATION ANALYSIS
It has been see that majority of the customers of the company are adults who rent the
cars for their conveyance to their workplace. Their renting services are not very expensive,
thus it makes it easier for the people to choose their services to go and return back from work
in comparison to other transportation services.
The employees of GreenShareCar are hardworking and talented and come up with
new initiatives and strategies that help the company come up with new ideas in terms of
making positive changes in the business, incorporating new corporate social responsibility
activities in order to give the company a leverage and many more.
Everything that the company does is through their website which makes it convenient
for people to use it at any hour of the day and the website also provides online payment
systems which makes the transaction easy and contributes to customer satisfaction.
GreenShareCar faces stiff competition from companies like Flexicar, Car Next Door
and GoGet who provide the same services as GreenShareCar and have been growing in the
industry and have been generating huge revenues and profits (Meijer, 2016).
Macro-environment analysis
In order to conduct the macro-environment analysis, DENPTC factors will be
analyzed in order to demonstrate the impacts of the factors on the capabilities and the
strategies of GreenShareCar in Australia.
Demographic
The demographic factors of the customers that use GreeenShareCar are the following:
Age- Mostly working adults are seen to use the car service thus the age of the customers
varies between 25 years to 40 years.

6SITUATION ANALYSIS
Sex- Both male and female avail the services of the company.
Economic class- People who belong to the middle class and the upper middle class category
mainly avail the services of the company
Marital status- Both married and single avail the services.
Occupation- Mostly white collar workers are the customers of the company.
Religion- People coming from different religious backgrounds avail their services as the
company does not promote any kind of differentiation and description in their services.
Economic
Australia is considered to be the thirteenth largest economy all across the globe.
According to reports, the current rate of company tax in the country is 30% (Ato.gov.au.,
2019). The individual tax rates of the country are just as the higher rates of tax applies to
individuals with higher income (Australian Taxation Office, 2019). Thus, it can be seen that
the economic condition of Australia is stable which has a positive effect and impact on the
business of GreenShareCar.
Natural
Australia is considered to be one of the most visually beautiful countries with many
beautiful destinations which has attracted many visitors to come and visit the country.
However, Australia has been seen to face various environmental challenges in the country
due to the rise of climate change and global warning which is due to the emission of
hazardous and greenhouse gases (Department of Agriculture, Water and the Environment.,
2019). Thus, the Australian government has been taking strict measures in order to curb this

7SITUATION ANALYSIS
detrimental issue which may have negative impacts on the environment and also in the near
future.
GreenShareCar is car rental company and the company can face issues due to
environmental impacts. All the cars that are provided by the company are not sustainable and
green cars. They need petrol to run which too some extent emits harmful gases in the
environment. Thus, new strict measures and governmental policies may have a huge effect on
the company and also cause poor reputation in the market which may lead to the company
running in loss. GreenShareCar needs to consider using e-vehicles that are eco-friendly and
contribute to the environment in a positive way.
Political
The political environment of Australia is politically stable and is open to the
establishment and expansion of businesses (Tranter & Smith, 2019). Australia has gained
positive reputation because of their political stability and because of the growth and
development of the country in terms of business, transportation and many more however the
only criticism which the country faces is the lack of competence to combat the social issues
which heavily prevails in the country like discrimination and the protection of human rights.
In terms of the business of GreenShareCar, the political stability of the country is
going to have positive impacts on the business of GreenShareCar which is going to provide
the company with the opportunity to expand their business in other cities in Australia and
help in attracting customers which will help them in their business.
Technological
Australia is popular for being a technologically advanced county. According to
scholars, Australia is a country which is well-known for accepting new technologies with

8SITUATION ANALYSIS
open hands at a fast rate in comparison to many countries that are developed (Ullah,
Sepasgozar Samad & Siddiqui, 2017). It has been seen that local companies have been
investing in technologies in order to meet the demands of the customers that is constantly
growing.
GreenShareCar will be impacted in a positive way as majority of their business is
done via their website and thus they will have many customers who will have access to their
services and encourage them to avail their services which will benefit the company in their
market development.
Cultural
Reports suggest that Australia is one of the best countries in terms of education,
health, quality of life and wealth in comparison to other economies all across the globe
(Liberman, 2019). Australia relatively has a small population in comparison to other major
countries and also has many people who have retired is the biggest concern country as there
are few people who are of the working age.
This may have an impact on the business of GreenShareCar because majority of the
users of their services are people who are working and if there is few people who are working
then the business of the company may face issues.
SWOT Analysis
Strengths
 Provides people with the feeling of
owning a car
 Provides insurance
 Provides free petrol
 Parking on return
(Greensharecar.com.au., 2020)
 Less expensive
 24/7 service
 Online payment method
Weakness
 Geographical restrictions
 No mobile application
 Not all cars are sustainable (Ramirez,
2019)

9SITUATION ANALYSIS
Opportunity
 Utilize full digitalization
 Introduce their own movers and
packers
 Come up with a mobile application
and provide services like navigation
and many more.
Threat
 Cab services available in the country
 Increase in competitors of car rental
service like Flexicar, Car Next Door
(Kennedy et al, 2017).
 Low working population
TOWS matrix
GreenShareCar
Strengths
 Provides people with
the feeling of owning
a car
 Provides insurance
 Provides free petrol
 Parking on return
 Less expensive
 24/7 service
 Online payment
method
Weakness
 Geographical
restrictions
 No mobile
application
 Not all cars are
sustainable
Opportunity
 Utilize full
digitalization
 Introduce their own
movers and packers
 Come up with a
mobile application
and provide services
like navigation and
many more
SO
 Introduce more cars
on the application for
different uses to help
the company catering
to other target
markets as well.
 Enhance their
services by providing
other facilities like
navigation in the car
and provide extra
rental times to attract
more customers.
WO
 Expand their business
to other cities in
Australia
 Create a mobile
application with a
good interface for
convenience.
 Introduce electric cars
Threat
 Cab services
available in the
country
 Increase in
competitors of car
rental service like
ST
 Introduce more cars
 Come up with
different schemes and
come up with
different pricing
strategy
WT
 Create mobile
application and
introduce sustainable
cars.
 Create different rental
schemes

10SITUATION ANALYSIS
Flexicar, Car Next
Door.
 Low working
population
 Market to retired
people and students
and come up with
different rental
schemes affordable
for all class of people.
GreenShareCar has become a popular company and is seen to have many strengths
which has helped in contributing to the growth of the company however the company has
many weaknesses like their geographical limitation, no mobile application and few
sustainable cars which can hinder the customer satisfaction. There are many competitors in
the business as well who are giving stiff competition to the company, thus GreenShareCar
needs to introduce more cars that are sustainable and should expand their market which will
help in the sales of the company.
The company needs to come up with new rental schemes which will help in attracting
customers other than the working population like students ad retired people so that they can
avail the services as well making the services affordable to them. It can also provide various
other services like movers and packers to expand their services. They should incorporate e-
vehicles which will help in contributing to a greener environment and help in reducing the
environmental issues faced by the company.
Conclusion
GreenShareCar has become a popular car rental service companies that provides
rental services to people at a cheaper rate. It has been seen that the company operates
ethically abiding the laws of the country and also provides customer with full satisfaction
with their services. This paper analyses the company both internally and externally and finds
out that the company has many strengths and there are very few impacts thee external

11SITUATION ANALYSIS
environment is going to have on the company however there are some weaknesses which the
company needs to address to develop themselves in order to maximize their profits and come
up with marketing strategies to develop their market.