Learning to Play in the New s h a r e Economy Group:Four
01 02 03 04 Ca ase Unsolved Information Solutions Summary Problem Assessment Justifications Learning to Play in the New"Share Economy
01 Case Summary
01 Case Summary 下URO Village Car Beacon A newly started car-sharing company An accomplished auto rental company Separate Integrate Tony, the chief marketing officer Henry, the senior vice president of operations Maintain V's car-sharing service Integrate the car-sharing business into b's In fear of customer defection In fear of poor customer experience
02 Unsolved Problem
02 Unsolved Problem Whether to separate or integrate the car-sharing business? Village Car Beacon car What's the meaning and What's the meaning and characters of haracters of "re Customers Corporation Competition 3Cs Strategic Triangle Model Kenichi ohmae
02 Unsolved Problem 3Cs Strategic Triangle Model Customers Who are the target consumers for both? How to reserve and further attract consumers? Corporation How to lower the costs spent on running 2 similar companies? How to provide suitable management for V? Competition Internal: How to define these two types and seek uniqueness? External: What's the competitive analysis now and in the near future?
03 Information Assessment
03 Information Assessment CAR RENTAL BUSINESS CAR SHARING BUSINESS DIFFERENCES Using time Several days and months Vocations or business trips, some Daily use at anytime you special occasions such as wish Availability Go to a specific rental car lots to 5 km around your location get the car rking place Rental car lots Anywhere you can park onnection Provide agency 's services Only provide information of between 2 cUstomers, including cars on an online platform cleaning and safety secure SIMILARITIES Providing cars to consumers for temporary use
CAR RENTAL BUSINESS CAR SHARING BUSINESS DIFFERENCES Using time Several days and months Several hours Occasions Vocations or business trips, some special occasions such as weddings Daily use at anytime you wish Availability Go to a specific rental car lots to get the car 5 km around your location Parking place Rental car lots Anywhere you can park Connection Provide agency’s services between 2 customers, including cleaning and safety secure Only provide information of cars on an online platform SIMILARITIES Service Providing cars to consumers for temporary use
03 Information Assessment CAR SHARING CAR RENTAL DEMOGRAPHICS Young people Business people with Market Segmentation INCOMELEVELAll levels Medium nd high Segment the market by the following aspects, namely Income age, income level, lifestyle, behavior and geographic PSYCHOGRAPHICS Willing to try new Traditional. A feeling things and rather of stability Market Targeting than to own Sharing may be a wonderful thing for young people, while LIFESTYLE More open and Business and stable rental cars are suitable for those who are on a business trip BEHAVIOUR Pursuit of Pursuit of steadiness Market Positioning convenience The rental car market and the sharing car market have the different markets and different target customers GEOGRAPHIC More developed Cities and fast-spaced cities
CAR SHARING CAR RENTAL DEMOGRAPHICS Young people Business people with stable income INCOME LEVEL All levels Medium and high income PSYCHOGRAPHICS Willing to try new things and rather than to own Traditional. A feeling of stability LIFESTYLE More open and flexible Business and stable BEHAVIOUR Pursuit of convenience Pursuit of steadiness GEOGRAPHIC More developed and fast-spaced cities Cities
