Car Sharing-Marketing Case

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CMA MARKETING (Car Sharing-Alternative Transportation for the 21st Century) September 28, 2011 ` Table of Contents EXECUTIVE SUMMARY 2 INTRODUCTION 2 BACKGROUND RESEARCH AND ANALYSIS 2 COMPETITIVE OVERVIEW 2 Case 1- Communauto 2 Case 2- Co-operative Auto Network (CAN) 2 TARGET AUDIENCES 2 EVENT MARKETING TRENDS Error! Bookmark not defined. CONCLUSIONS AND/OR RECOMMENDATIONS 2 APPENDIX A: QUESTIONNAIRE 2 APPENDIX B: INTERVIEW GUIDE Error! Bookmark not defined. REFERENCES 2 Daimler’s car-sharing service car2go expands to Canada (2011) Retrieved from 2 EXECUTIVE SUMMARY Purpose of the Report The best urban transportation as an alternative is car sharing for the 21st century in Canada. It allows people to save money and offers great convenience while reducing emissions, parking, and traffic congestion. The purpose of this study is to gain a better understanding of how car sharing is used as a main transportation tool in Canada, with a particular emphasis on car sharing co-operatives, how car sharing is selected, and how to make car sharing successful. Increasing awareness with by tradeshow and exhibition as an effective marketing strategy helps Eco Auto Share (EAS) within the car sharing industry. The report also provides how to make EAS potential market larger and stronger. Furthermore, the new Zip car will be used to absorb more customers in this market. This research will increase our knowledge and understanding of car sharing as an alternative transportation for our lives in the 21st century. BACKGROUND RESEARCH AND ANALYSIS Car sharing is an alternative system of car ownership and access where vehicles are shared amongst a group of individuals. With car sharing, the costs and troubles of vehicle purchase, ownership and maintenance, insurance and gas are transferred to a central organization whose members are provided access

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