Date of Graduation

5-2015

Document Type

Thesis

Degree Name

Bachelor of Science in Business Administration

Degree Level

Undergraduate

Department

Marketing

Advisor/Mentor

Jensen, Sarah

Abstract

Zipcar is a company which has revolutionized the mobility of its users and is currently the world leader of car-sharing networks (Zipcar, 2015). A member of the industry powerhouse, Avis Budget Group, Inc., with operations currently in the United States, Canada, UK, France, Spain, and Austria, Zipcar is looking to expand its market share and total sales internationally. This report sets forth to analyze the potential market of Aarhus, Denmark for Zipcar. The report is essentially a marketing plan for Zipcar to enter the community of Aarhus, Denmark which contains competent cultural, economic, industry analyses for the intended product and its marketing. Cultural analysis proves Denmark to be a country of highly educated individuals who value the arts, modern design, and a healthy balance of work and their personal lives. Furthermore, after careful investigation of the economic aspects of the country one finds that it is a wealthy nation, a world leader in science and technologies, with a low Gini coefficient similar to those of other Nordic countries (World Factbook, 2014), and supports healthy equitable relations within the workplace. Lastly, the industry analysis for the car rental/sharing industry is characteristic of a highly competitive environment. Zipcar will not be subject to such a high level of competition due to the uniqueness of the service and product innovations, in comparison with traditional car rental agencies. Zipcar will occupy a niche in the market and fulfills a particular unmet transportation need for the weekenders (university students, young professionals) and the business/professionals (university, government, and corporate accounts).

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