Activity 5

ACTIVITY 5

KEERTHI SALECHA
UNIVERSITY OF THE CUMBERLANDS
BADM 533- MARKETING MANGEMENT
SPRING 2022
DR VERONICA RAMSUNDAR
FEB 05, 2022
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The company I would be evaluating for positioning is Hertz car rental which went bankrupt last

year.

Current positioning

Price: Higher compared to a lot of competitors.

Quality: Low quality compared to competitors.

Availability: High. Present in most cities.

Promotions: Low. Does not invest much in advertisements.

Price: While the base price of hertz might be less compared to some other car competitors, the

add-ons are a bit expensive. With the introduction of electric vehicles in the fleet, we can keep

the maintenance cost low and can attract customers with low pricing along with no gas

expenditure working in favor of customers. [1]

Quality: The current selection of cars is not as good as other competitors in the same range. With

the introduction of Teslas in fleet, the cars will be perceived as high-end cars thus increasing

quality, at least perceptually.

Availability – The current availability of Hertz rental centers is good and should be kept the

same. [2]

Promotions: The current promotions are low. We need to invest more in marketing and

appealing our target market such as young people who like to travel and business travelers.

Partnerships with big corporations would boost market image.

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Ps Old New

Price High Low

Product Low High

Place High High

Promotion Low High

With these changes, Hertz can attract a larger target market thus helping with financial

struggles.

References

[1] National vs budget vs other rentals? FlyerTalk Forums. (n.d.). Retrieved February 4, 2022,

from https://www.flyertalk.com/forum/rental-car-discussion/2003046-national-vs-budget-vs-

other-rentals.html

[2] Carlier, M. (2021, July 21). Hertz Global Holdings: U.S. Car Rental Average Fleet 2020.

Statista. Retrieved February 4, 2022, from https://www.statista.com/statistics/470829/us-car-

rental-average-fleet-of-hertz-global-holdings/