A Case Study Analysis on

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GYPSY

EASYCAR.COMEASYCAR

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The case focuses on the history of easycar.com and car rental industry.

It also highlights the rapid expansion, apparent success and the future strategy of easycar.

It also focuses on the 5 Ps of marketing mix out of 7 Ps of service marketing (product, place, price, promotion, process)

57 Ps ProcessPricePromotionPlaceProductPublic Evidence

People

6Leisure segmentConstitutes 45-65% very price consciousBusiness segment Constitutes 35-55%Less price sensitive

CUSTOMER SEGMENTS

7 Easy car outlets

Its outlets are not located in posh area of European cities

Its outlets are near bus train station and some are near airport but on the off side of airport.

Airport located outlet are opened 24 hrs while others working hrs are 7am to 11 pm.

The outlets are min equipped .

At a particular location there are only 1 or2 people working at a time.

Process8Customer have to come before booking timeCustomer is required to bring some documentsAround hr is consumed in process of telling about companies policies etc.The vehicle rented have reserve fuelon returning fuel must be equal to this.The return of the vehicle is within prearranged 1 hr of time period.Customer is expected to clean the car & then easycar employee will check it.

Price9

The Company followed Demand based Pricing and strategy it followed was Synchro-Pricing.

Although it advertised the rent as low as 5/day.

This amount was applicable to weekdays only othewise the rates are slightly higher.

As the rental date come near the price raises.( to achieve 100% fleet utilization)

The total money which the customer paid is sometimes higher than the rental charges. Eg:- those who go beyond 100km are charged .12/km. late return fee is 120 per day.

Promotion10

Company used low cost occurring media to advertise.

It used posters and press.

Free publicity.

In 2002- $2.30 million.

Strength11Company is Financially strong.

The business model which was once used and proved to be successful in airline industry is being used in rental industry.

The Companys founder is highly competent.

No agent between the customer and the company.

Demand based pricing approach to attain maximum utilization.

High use of latest technological equipments.

Weakness12

It offer only one kind of car at a location.

The process of picking up the car takes 30 minutes due to low manpower.

Lots of documentation formalities.

Very low advertising strategy.

Opportunity13

In the industry, there is ripe for consolidation.

Rental for one hour and booking for one hour can be used as Taxi etc.

Threat14

Legal Challenges.

Competitors.

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