Contents

１ Summary…………………………………………………………………

2 Backgrounds……………………………………………………………...

3 Objectives………………………………………………………………..

4 Research Approach………………………………………………………

5 Time and cost schedule………………………………………………

1 summary

Despite the current global economic down town, the rental car industry is growing at a sustainable rate. There are some rental companies in Irvine but it is not many enough for everyone to find it convenient. Also, There are many international students from all over the world and most of them want a car since transportation networks are really bad, they want a car but they can`t really afford to buy a car or rent a car from existing companies because living itself is expensive. There are 14 rental car shops in Irvine, some of which is relatively cheap but it is not something international students can afford. So by narrowing targets down to students ,especially international students, we are going to aim for the niche market. But we assume that price is the important factor when students choose rent a car but we have to double check on that so researchable questions would be what is the decisive factor that makes students rent a car. It will take 8 weeks and cost ＄11,740,00.

2 Background

* Market Situation
Industry Rental Car shop
According to the car rental market by Auto Rental News, most automobile rental companies’ revenues have been growing from 2011 to 2012. From this ,we can assume there is more and more demand for rental cars. In 2010, as a rental car industry, they have 20.591 billion dollars as revenue and in 2011, they have 22.396 billion dollars in total. So the difference between these 2 years is 1.805 billion dollars

* Competitors
・Herts
・The second largest American rental car shop, which is the most common on-airport location car service. * Variety of products and unique services * Experiencing a steady revenue decline mainly because of lack of funded employee pension plan.

・Enterprise Rent-A-Car ・The largest American car rental shop in the united states, which focuses on local rental market. ・Excellent customer service ・offering older cars than other rental car shops and having age restrictions * SWOT Analysis

☆S
・Cheap price * Customer oriented * Vicinity
☆W
・ Lack of brand
・ Lack of marketing experiences
☆O
・ students can`t afford to buy cars
・Because of economic depression, people tend to prefer cheap things.
・
☆T
・other famous competitor`s brand * being mimicked my other competitors

3 Objectives

●Marketing pain
There are some rental companies in Irvine but it is not many enough for everyone to find it convenient. Also, There are many international students from all over the world and most of them want a car since transportation networks are really bad, they want a car but they can`t really afford to buy a car or rent a car from existing companies because living itself is expensive. There are 14 rental car shops in Irvine, some of which is relatively cheap but it is not something international students can afford. So by narrowing targets down to students, especially international students, we are going to aim for the niche market. We are going to provide rental cars to students with cheap price so that more students, especially international students who don`t have a car can have a more convenient life * Management Objectives
Open a rental car shop in Irvine

We will figure out the question below by this research * What is the decisive factor when students consider using rental car shops. * Who are our competitors?

4 Research Approach Task 1; Secondary data
・Internal sources Marketing strategies and plans for opening ・External sources The number of international students at UCI Demographic date in Irvine and orange county Data of competitors Task 2 Focus group We do focus group twice separately