Marketing Plan For Enterprise Rent-A-Car In Brisbane, Australia

Thus, the SWOT analysis of the company is performed which works as a raw material for developing the marketing plan.

For marketing segmentation, let us first analyse and view the population and do the income analysis of the people of Brisbane city.

                         Income Analysis of Brisbane City, Australia (2014)

The above graph is showing the income statements of the people in Brisbane city. According to the above graph, the average monthly loan repayment of people of Brisbane city is $2400. People are paying an average rent of $530 weekly, the weekly individual income of the people in Brisbane city is $859, weekly average income of a family is $2386 and weekly household income is $1828.

Thus, the people of Brisbane city will be able to afford the car rental services of Enterprise Rent – A – Car. The market can be segmented in many ways like consideration of private services or organisational services (slideshare, 2010).

Situation Analysis

Thus, the market can be segmented into two parts, private booking and organisational booking. It is said to be a private booking if someone rents the car for their personal use. Organizational booking is said if an organisation books car, on rent. In private booking also market can be segmented into two parts, individual or family booking. Individual means if a person has booked a car on rent only for himself and family booking means if the car is booked on rent for the full family (Eboschor, 2010).

In organisational booking also market can be segmented into many parts like group booking or single booking. Group booking can be done only when the organization organizes a trip and then books the vehicles for it. The other organizational purpose may be for goods transportation. For goods transportation, the organization may hire trucks. In single organisation booking, organisation may book a car on rent if a single person comes for meeting or any other official purpose (monestime, 2010).

For the analysis of target market, let us first see the population of Brisbane city in Australia. This can be analysed from the below graph.

 Population percentage of different age group (Property data, 2014)

The above figure is showing the population ration of Brisbane city in Australia. Brisbane is the third largest city in Australia having population of nearly 2.2 million people and has the largest growth rate in Australia (Study Brisbane, 2014). The above figure is divided into three age groups under 15, between 15-65 and 65 plus. There are 4.6% people under the age of 15 years in Brisbane, nearly 90.4% people are between 15-65 age groups and nearly 5% people are more than 65 years.

In private market segmentation, the company will target the 15 – 65 age group people. Because it is obvious to understand that under 15 age group people will not be able to book a car. Also, there will be very less people who will be able to hire the car on rent. Thus, our private targeted market is very big in size but in this market also the company will mostly target the middle class people as the poor people will not have the capability to book a car on rent and the rich class people have their own mode of transportation (business week, 2006).

In the organizational market segment, the company will mainly target the schools, colleges, old age homes, orphanages, event organizers etc. as these generally needs the vehicles for various events like picnics, tours etc (Powers, 2004). Old age homes, orphanages and event organizers will be targeted mainly as they organise such events on a large scale.

The company provides a wide range of options to their customers. Company has options available from low class cars to luxury cars, low prices to highest prices. Thus, the company provides its services from low price range to highest price range. The services provided by the company are very fast. After confirmation of the booking of car, the car will reach at the destination on time. This hikes the position of the company in the market. The other factor that contributes are that the company never compromises with the quality of service which means if a customer books a prime car then the company will not provide the car of low level but if a customer books a car of low level, then it may provide the higher level car on unavailability of low level cars. Thus, the customers always remain satisfied with the services of the company. (Wong, 2011).

SWOT Analysis

The negative factor is that, the company does not provide the facility of one way rental. This factor affects the position of the company in the market. If we see in the market there are various other car rental companies in the market which provides car on rent for one way transportation.  

Thus, overall, the position of Enterprise Rent –A–Car is very good in the market. It will compete with the other popular car rental companies in the market.

The objective of this marketing plan is to gain the overall market of the Brisbane City. Most of the people should prefer to use Enterprise Rent –A–Car for booking of car or other vehicles on rent by providing the better services to the customers. The primary goal of this marketing plan is to generating the awareness between the people about the organisation and the offers and services provided by the organisation. This will help in increasing the popularity of the organisation in Brisbane city. The organization will also start the one way rental service by gaining the proper resources and fund (Harvey, 2013). Thus, the main goal of the marketing strategy is to identify the needs of the customers and to provide the best facilities and services to the customers so that the Enterprise Rent–A–Car can gain its popularity in the first year.

The facilities and services that the company will provide is that it will facilitate the users for booking car or other vehicles on rent for various purposes. It will provide a wide range of services according to price and facilities which will facilitate the users for booking the car from home at an affordable price. The company will provide various levels of cars like low level, luxury cars, sports car etc. according to the requirement of customer. Similarly, other vehicles will also be levelled (Bruce, 2013). The company will provide the Jaguar XJ for luxury car services on rent.

The charge will be according to the booking of the customers. The rent will vary according to the time, distance between source and the destination. The rent of the luxury cars will be higher than the low level cars. Similarly, the charge of the trucks will vary according to the load weighing capacity of the truck (Industry week, 2014). Let us take an example of the charge of the luxury car Jaguar XJ which will be $1 per 5 kilometres and the weighting charges will be $2 per hour.

The promotion of services will be done by various mediums. The main mode of the promotion will be internet. Online marketing will mostly be preferred. Second source of promotion media will be the television channels and the newspapers. Other sources of promotion will be the banners and templates and providing advertisements on other media (Business Statistics, 2010). In online medium, social media marketing will be preferred as this is very easy, effective and least costly method of marketing and other factor is that the social media covers a large number of people in the market.

Competitor Analysis

Place, as described above, will be Brisbane city in Australia. In Brisbane city also the pose area will be targeted as the company needs to cover large number of people.

People present in the services will be the employees and the customers who want to use these services. In the employees, the people present in providing the service will be the operational managers, booking managers and employees, drivers etc. while the customers will be as described above will be the mainly from the age group 15-65 and the families. The various organizations will also acts as customer for the Enterprise Rent-A –Car.

The process of the service will start from the booking, online or by call booking will be done by the customers after the booking process the online payment will be done by the customers by various ways like credit card, debit card or net banking. Finally a form of liability will be filled by customers.

The Physical attributes that will be present in the process will be an office, a server for processing the requests and storing the data, Computer systems etc. For improving the service and quality and service for the customers the accessories should also be according to that.

The action plan of marketing is expressed in the following table