Marketing essay on: marketing ESSAY on Europcar 

Introduction

Europcar was founded in 1949 in Paris. Now it is one of the most leading car rental companies across the world. It has more than 1, 21, 00 fleets of cars in its services and running its business in more than 6 countries across the world.

Their slogan is “Moving Your Way”, it is quite clear from their slogan that they are very much devoted towards the customer satisfaction and serving them better way every time. They have a good and effective brand value and that is why more than 80% of their customers are referring their friends, relative to use Europcar to avail their effective and efficient services. They are not just service the customer but they are adding a value to the customers need and desire. Their eReady services are again an effective and advance step towards the effective service of the customers every time. eReady services has simplified the whole rental process and make the process more simplified to avail and use for the effective and timeliness services. They keep on working to make themselves more effective and strategic to serve the customers in a better way every time.

To achieve this much success in such a short span of time is not so easy, but Europcar has shown their competency and expertise to serve the customer in such a way that the customers will add value to the brand. Their free delivery service has got a good response in UK and they are thinking to expand it elsewhere. Now the customers do not need to bear extra expenses to go to the rental station but the free delivery of car will be available to their place. This is like an add-on service that is being added by Europcar to make the car rental services more effective and customer friendly.

Methodology

In this study the empirical study is being done to collect the data and facts about the Europcar and all the things and discussions being supported by various resources which are credible and authentic. Based on all the information and facts, the research has been done and completed to come up with an authentic and effective result about the Europcar.

Various information sources and credentials are used to make some recommendations for the company to make the brand more effective in the market. To gain the competitive advantage and sustainable develop the organization need to work upon various things and aspects which will be discussed under this study.

To add effective services to serve the customers in a better and simplified way is their main motive and they are doing their best to achieve this objective. This is quite visible by their customer response and their brand value.

Situational Analysis – current strategies

Strategy plays an important role in the effective implementation of the services for their customers. To make the organization more effective and efficient it is very important to keep on working on strategic part (Blois, 1974). The organization need to make the strategic analysis each time and based on the analysis to renew of to make new strategies for the betterment of their services (Fryar, 1991).

They are continuously working on their strategies to make their services better and simplified for their customers. Add on services, eReady services and free delivery services are their more effective and upcoming strategies to make new benchmark in car rental services.

Their Car2go service is one of the most effective and customer preferable services that is being started by Europcar to make the car rental service customized and on demand of customers. Under this innovative service, the customers have freedom to choose any smart car as per their need and wish. This is making a kind of add on customer satisfaction and increasing their brand value in customer’s perception.

Europcar perceive that their customers are not only driving their car but they are driving the company. This is such a huge perception and gives a different and unique kind of approach to handle and interact with the customers that unlocks a door to the new customers in every serving. They have adapted fleet management to their services, under this concept they provide the most fuel efficient and eco friendly cars to the customers. That makes the customers proud to avail this kind of service and the company as well to provide such a great service.

These are the latest and upcoming strategies that are being adopted by Europcar to make their service more effective and customer friendly.

Segmentation Targeting & Positioning (STP)

Europcar had adopted a different kind of segmentation, targeting and positioning strategy which is again unique and very different in it and differentiate the brand from the competitors. They mostly focus to provide the simplified, innovative, price worthy and flexible services to the customers. This is the main brand positioning strategy of Europcar, which is quite simple and unique in it.

They are targeting the middle and upper middle class of people as their prospective customers to avail their car rental service. That is why their car rental services are very much flexible and customer centric. There are various kinds of price worthy offers being implemented in every season to attract the customers and provide them effective and worthy services.

They believe in customer satisfaction and brand building, their services are customer centric rather than focusing on their car, they focus on the customer’s satisfaction and desire. There is a differentiation in Europcar from the other car rental players in the market.

They believe in the customer’s feedback and work on that valuable feedback to make the services more customer friendly and customer centric. That makes a thin line of difference between Europcar and other car rental services.

Their logo itself defines their positioning among the customers, Moving your way. This is not just a car rental company but they are driving the customer’s dream and making them true by providing their effective and customer centric services not just renting a car to the customers.

Europcar’s new brand positioning campaign puts the customer at driver’s seat to make them feel free about choosing their own way as per their desire with so much of flexibility.

Differential advantages/weaknesses (USP) (SWOT) (PESTLE)

Their inevitable growth and expansion shows their strength and the kind of strategic formulation the company is adopting. Their strategy and branding is itself the biggest strength/USP for them (Kotler & Keller, 2006). To make a car rental service so much flexible, customer friendly, eco friendly, customer centric is not an easy task but Europcar has made new benchmark in the field of car rental service by making themselves different and unique in strategic context.

Internal Analysis (SWOT)

Europcar’s internal analysis will make us more clear about their upcoming strategies for their effective and efficient services and brand building to keep them sustainable in the market.

Strength: Their strength is their brand, their positioning strategy, there effective and customer centric services, price worthy offers. These are the strongest part for Europcar that makes it unique in terms of services, delivery of services and uniqueness of services to the customers. Trust, loyalty, innovation, freedom of movement is some add on strength for Europcar that is quite visible from their services. They have six golden rules which are as follows;

Treat the customers as they would like to be treated,

Think about great services rather than just concentrating on good services,

Smile and give a warm welcome to the customer, that shows the positivity of the company,

Keep things simple and flexible for better services,

Find the solution while customer is facing any problem,

Listen to the customer and their feedback and to work on it.

Weakness:

If we talk about the weakness then we will be very less with words after seeing such a huge list of strength of Europcar. But although I would like to highlight some weaknesses of Europcar which are as follows;

Less focus towards the employee satisfaction, they are not very much effectively looking to the employee’s satisfaction. They are concentrating to the customer satisfaction in a broader way. That may lead to the weakness for Europcar.

Opportunities:

They have already expanded to the various countries including France, UK, USA, Spain, Belgium, New Zealand, Switzerland, and Italy. Now they are moving towards the remaining European countries by their effective and unique strategic move and expansion in the global market.

Threats:

The increasing competitors and local players are the leading threats for Europcar. They need to be focused on their external environment and move of their competitors to keep themselves more effective and sustainable.

External analysis: PESTLE

External analysis is again important for an organization when they are thinking to expand globally at such a higher pace (Kotler & Keller, 2006). Here, we will be looking over the external analysis and factors that may have an effect on the Europcar’s strategic move.

Political:

The political aspect is always there for all the companies whether it is Europcar or any other company. They political environment is always treated as the same for them. It is mostly required while expansion of the company to a new country/market (Kotler & Keller, 2006). The organization must need to go through the political aspects of that particular country/place. This way the company can adopt the new pricing, taxation and other political aspects effectively and proactively.

Economic:

They are generating huge revenue by their services, as per their report for 2011-2012, we can easily see that they are earning around 28.5% from Germany itself. They are generating 50% revenue from corporate sector and remaining 50% being generated by leisure usage of their car rental services. It has a good economic involvement for the economy.

Social:

Their CSR activities and eco friendly services are again at the top. They are having various campaign and program for the CSR activities to support the society and the economy. They are inducting eco friendly vehicles to their fleet, which is really a huge achievement by Europcar in car rental industry.

Technological:

Europcar is has its own speciality in terms of innovation and technological advancement. They have eReady strategy for the effective car rental automation system.

Legal:

If we talk about the legal aspects then Europcar is again on top in obeying the rules and regulations to make its services uninterrupted and effective.

Ecological:

Europcar has various ecological contexts that they follow strictly to make the organization and their services more eco friendly and environment friendly. They have inducted a huge fleet of eco friendly vehicles in their services. This shows their ecological concerns and their involvement in the ecological aspects and activities.

Recommended objectives and goals (SMART)

Self Monitoring Analysis, Reporting technology is an effective aspect for the car rental services. Europcar is involved in various innovation and different aspects of technological systems and their applications to their services to make the whole process more effective and customer centric. They have introduced various new dimensions of services with lots of flexibility and customer centric.

Self monitoring system is one of the most effective and essential aspect for a car rental service providers to make their services automated and convenient for the customers.

So this could be one of the most important recommended objectives for the Europcar to work upon that will change the whole car rental service and it will have an effective role in the value creation for Europcar and branding of Europcar in global market. To achieve this objective they need to work harder and in a more focused manner. This will make them more effective and efficient while counting them among the top notch car rental players.

I would like to recommend them to make some effective strategic move towards the achievement of the objective for the long run of business and sustainability. Although they are doing good in the market but as their objective is towards the great services rather than just concentrating towards the good customer service. So it is again a huge achievement in itself. So it makes a great different in itself to follow such a huge objective and kind of approach to achieve their objective.

Recommended Marketing Strategies and Programmes

Although, Europcar is so much dedicated towards their positioning and marketing strategies and they are involved in various activities including eReady, CSR and various other activities. Their logo itself shows the kind of differentiation in their services that can be seen by availing their integrated services.

I would like to include various marketing strategies and programmes for add on benefit and brand value creation:

1. Advertisement: They should go for the ad campaign and live concerts to attract the focus of customers. These kinds of programs and brand building activities give a huge customer response and customer gets attracted towards the company to avail their services (Borden, 1964). This could work as a huge customer platform for the organization.
2. Technological advancement and automation: Although they are working in this context but they can make themselves more focused towards the technological advancement while innovation of new technologies and new strategies for the betterment of service delivery.
3. Effective market positioning and segmentation: They have adopted an effective market positioning strategy to make them self more flexible and customer centric but apart from this they can also go for various other activities to enhance their market positioning and to target the new market and new customers. This may require a huge analysis of internal and external environment but that will reflect in their value creation and brand building (Blois, 1974).
4. New market adaptation: They have already expanded across the whole Europe, now they need to seek the opportunities in other countries to grab the new market opportunity which lies across their boundaries.

These are the various recommendations that may have a positive effect on the Europcar’s strategic advancement and their brand value creation.

Conclusion

The study shows the service sector effectiveness and integration towards the customer satisfaction and customer integration, their focus towards the great customer service every time. We got a lot of learning from this study as how to enhance the customer satisfaction level among the existing customers that will lead to customer loyalty and word of mouth publicity among the customers. Various other strategic aspects of the marketing of services can also be learned in this study, that how the STP should be initiated and done to make an effective strategic move towards the objective and goal of organization. Service sector is not just stick up to 7 P’s of marketing (Kotler & Keller, 2006). Now the whole scenario is changing and according to these changes, the companies need to work upon their strategies to make them more competitive and efficient for long run of business and their sustainability.

Europcar’s huge success is their capability and their own hard work that helped to make their service up to the mark. This shows the kind of capability and efficiency they have towards the customer satisfaction and customer loyalty. Europcar got such a huge response within so small span of time period, starting from 1949. So it is only possible due to their effective and efficient work culture, brand value, customer centric services, and flexible services, price worthy offers to keep their customers satisfied and intact with the brand (Fryar, 1991).

At the end, I would like to say something about Europcar that they have really created a differentiation among the customers and initiated a unique approach to serve the customers in a better and effective manner. Their slogan “Moving you way” is self explanatory in itself. It shows that how much they are focused towards each and every customers. They do not want to waste their single step of service opportunity. That is why their service capability can be seen and judged by their effective working strategy and implementation of services in such an effective and factual context.

So it gives a huge learning aspect about the service industry and their approaches to manage the customers and their services in an effective and efficient manner. It is not easier to manage such a huge service aspect so effectively and Europcar has really shown a great strength of approaches and strategic aspects to make everything possible whether it is about the innovation, flexibility, pricing strategy, eco friendly aspects. In each and every context, Europcar is so involved in an effective and efficient manner that there is very less or even no chance of any inefficiency or inactiveness. That makes a sense of differentiation between Europcar and other market players.

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