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The task is divided into two parts (Part 1 & Part 2) and candidates are expected to address both.  The car rental industry has expanded over the past five years. Demand for this service is linked to economic conditions and as a result the sector is renowned for its competition based pricing strategy. Your task is to identify an organisation / brand owner offering and marketing a car rental service (Firms in this industry rent cars and small commercial vehicles to private users and businesses on a short-term basis.) Prepare an individual report of 3,500 words (+/- 10%) addressing the following issues.  
Part 1:  Using appropriate sources undertake a full marketing audit (external and internal environments) of your chosen organisation. Evaluate the organisation’s marketing strategy; this must include details of the organisation’s position relative to other industry members.  
Provide a critical evaluation of the organisation’s competitive edge (USP) over other brands in the marketplace. Demonstrate the organisation’s effectiveness by providing an evaluation of competitive performance. This should include relevant market performance data to underpin your evaluation such as market growth, sales trends, profitability etc.  [Weighting - 50%]   
Part 2:  Based on your Part 1 analysis /evaluation you should provide a marketing strategy for the car rental organisation / brand to increase brand awareness, market share, sales and / or profitability. • Select customer segment/s for the above, explaining your choice. • Set clear marketing objectives to increase brand awareness, market share, and growth in sales volume and/or profitability.  • Recommend marketing strategies, based on the application of the marketing mix to your chosen brand category.   
Benchmarking against other successful organisations or companies preferably from different industry sectors could also be used to further develop your analysis.  [Weighting - 50%]   
Your arguments, findings and recommendations should be supported by theories, facts and figures published within academic books, journal articles, recognised business magazines and market intelligence reports.



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