Olympic Rent a Car Case Study

2302 Words10 Pages
Industry definition: Car rentals and leasing services in the United States. Situational analysis Internal: The current vision, and slogan of Olympic Rent-A-Car is “go with the winners”. Its initial strategy was to price lower than the market leader, Hertz in every market and the company’s main strategy aimed to capitalize on its popular founder, in its promotion and advertising through the Olympic theme that resonated with the customers as the company stressed quality service. Capabilities(Financial) Olympic car rentals owned approximately 7% of the consumer market share as of 2012(from a revenue perspective). The company financials show an increase of 14.6% in revenue from 2010-2012(13441540mil) despite the severe industry decline since the financial crisis of 2008. Capabilities(Non-financial) Olympic Medalist rewards program members provided 21% of revenue in 2012. There is no joining or membership fee and because the program is of no charge to joiners, the company does not feel too obliged to give “too much” to the members. Corporate strategy Initial strategy was to price lower than market leader, Hertz in every market. Olympic purchased new cars, rented them to customers for 15,000 to 30,000 miles(approx. a period of 8 months to 1 ½ years) and then sold them to retail(60%) and wholesale markets. External: Industry analysis Slow growth rate after a decline in 2009, when total market revenue fell 6.5% from 2008. In 2012, there were 1.6 million rental cars in service, 0.5% fewer than in 2009 but higher than in 2010. Matured market size of $24 billion, with a projected 2% annual growth rate. Competitive environment/pressure Brand competitors 1. Enterprise rent-a-car: Announced that its regular customers will enjoy free rental days on any car, with no blackouts. Its new loyalty program also shifted from rewarding days rented to dollars

More about Olympic Rent a Car Case Study

Open Document