30 Jun Case writing
Question Description
ZIPCAR: CREATING VALUE IN THE MARKETPLACE
Activity Type: Case Analysis
Activity
Introduction: Nearly a decade ago, the founders of Zipcar decided to bring the car-sharing experience to the United States. Since then, Zipcar has developed the gold standard by offering its members 24/7 access to thousands of cars around the world and creating a revolution in the way many think about alternate transportation.
Case
Zipcar is a membership-based car sharing service offering automobile rental to its members in hour or day increments. Zipcar was founded in 2000 by Robin Chase and Antje Danielson, who were inspired by the success of car sharing in Europe; Avis Budget Group acquired the company in 2013. Zipcar has become the world’s largest car-sharing service in over 50 North American cities, 20+ European cities, and over 100 college campuses in North America.
Zipcar offers different types of membership, with plans aimed at both occasional and frequent drivers. In addition, special plans for corporations and universities are offered. Aside from monthly or annual membership fees, customers pay rental charges to use a Zipcar. Members can view vehicle accessibility and reserve a vehicle on Zipcar’s website, using its mobile app, or on the telephone.
“Zipsters” (as Zipcar members are called) are given a “Zipcard” that contains a wireless chip that opens their reserved vehicle; keys are stored inside the vehicle, along with a gas card members can use to fill the tank. When the Zipster is done with the car, s/he returns it to the car’s home location (a reserved spot for the automobile in the member’s area).
Zipcar’s fleet consists of automobiles from Audi, BMW, Ford, Honda, Nissan, and Toyota. Ford and Toyota have partnered with Zipcar to test their new electric and hybrid options with Zipcar members.
Zipcar focuses not only on creating a convenient experience for its members, but also on developing awareness about alternative transportation options. One of Zipcar’s core missions is to “change the world through urban and environmental transformation.”
Follow-Up Activity
Zipcar has a special program targeted at universities.
How might students’ wants and needs differ from those of Zipcar customers in general?
Develop a brief marketing concept Zipcar should engage in when it works with universities? How to get students to use the product (Zipcar)?
How can Zipcar create value for university administrators, such that they would be interested in having Zipcar locations on campus?
Post your answers on the discussion board and respond to two peers post, you agree or disagree with their answer(s) and your reason why.
Time New Roman, 12 font, 1 inch margins, line spacing 1.5. Memo style format
To: ____________ (instructor name)
From: ____________ (first name and last name)
Re: ____________ (assignment name)
Class: Online BA 317
Post responses on the discussion board by the date posted no later than 11:59PM Pacific Time.
Post should be no more than 400 words, MAX (1 page).
Include references, make sure they are properly cited using APA style. References page is required to support your suggestion, observations, and solution to the problem.
Please # each question you answer.
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