Analysis Aviss Existing Marketing Strategy

Analysis Aviss Existing merchandising St tempogyAvis jump up at Vietnam food market from June 2009. They stand at one of removeer positions in the gondola rental industry. Avis is constantly confident that they would bring to clients a consistent uplifted quality and recognizable attend to with our consecrated team of employees1. In Vietnam market, Avis is developing tremendously ii fields which atomic number 18 short term leasing and long term leasing.In this report, I will outline Aviss existing merchandising dodging and value creation process by marketing mix (4Ps) to benefactor stakeholders to brook an over tantrum most values and disadvantages of Aviss marketing strategy. From the research of Avis that I showed at previous part, I would give the guild recommendations about their marketing strategy to increase their market sh be, profitability,value creation, and sustainability.CUsersHIEPCTDesktopabout_avis_1.jpgINTRODUCTIONAvis al ways has been known as a strong b rand name in the world. They have more(prenominal) than 3000 offices in Europe, Africa, the Middle East and Asia and 2000 offices in the United States, Canada, Australia, New Zealand and the Latin the States/Caribbean region.In 1970, the first office of Avis was opened in Asian in Hong Kong. Through 10 years, Avis developed steadily with more an(prenominal) new locations in Singapore, the Philippines, Pakistan, Malaysia and Indonesia. Recently, the bon ton opened more operations in India, China and Taiwan in 2007. Avis realized that Asia is a very potential market, so that they develop their web big and bigger in here. At the moment, Avis has over 235 offices in Asia in countries belowBangladesh*IndonesiaMalaysiaSingaporeBruneiIndiaMariana IslandsSri LankaChinaJapan (Sales Office)PakistanTaiwan (Sales Office)GuamKorea (South)PhilippinesThailandHong KongMacauSakhalin (East Russia)VietnamAt present, Avis seems to be the most familiar international railway car rental brand in As ia with more than 34000 cars and about 2500 staffs in all operations. Long term car leasing is a type of c ar which Avis fatality to counseling on. The kind of leasing has umpteen special benefits and portions which the company would bring to customers when they require it.Current Situation of AvisAccess the existing marketing strategy of AvisI would analysis 4Ps to identify the existing marketing strategy of AvisElementsAviss long-term car rental servicesProduct (Service)If you need a car in Vietnam for an extended period of time (1 year or more) but do not wish to commit yourself to buying one then Avis car leasing is for youAvis gutter bring to customers benefits and servicesLower calendar monthly payment matchd to car rentalChoice of your preferred fomite forge, model, color and specsUse of a professionally trained English speaking Avis driverConvenience insurance, road tax, servicing and maintenance all taken care by AvisComplimentary replacement vehicle during vehic le servicingAccess to a dedicated Avis Car Leasing Account ManagerComplimentary 24 Hours breakdown assistanceExclusive worldwide Avis car rental discounts for travel and home leave2Place (Distribution)Avis has over 5000 locations in the world and they have two offices in Vietnam market.PriceAvis is one of the strongest brand names in the field and their services are always standing at the top, so that their price flocknot cheap.PromotionAvis is a popular brand name, so that they always receive many attentions from media although they dont need to promote too much. On the other hand, Avis excessively advertise their services on social networks like FacebookIt can be seen easily that Avis is using antitheticaliation marketing strategy after analysing 4Ps.http//www.unconsultancy.com/wp-content/uploads/2010/06/generic-strategies.gifThe marketing strategy of the company is differentiation that means Avis want to make differentiations in the Vietnam market, to compare with their riv als.As can be known, Avis not only can bring to their consumers many choices of luxury car which includes benefits and high quality services, but similarly can create some special package services for customers in entertainment and traffic such as Gold Package, Hanoi tour package, Avis Vietnam luxury Halong utter cruise package. They are excellent services to help consumers to visit wonder places or tourist destinations of Vietnam. Especially, Avis has list of all golf courses in Vietnam to give customers to choose and they also are the leading cruise companies in Vietnam jointly offer you the Luxury Halong Bay Cruise Package.In US market, Avis apply the differentiation marketing strategy to develop as well. As can be seen, Avis in US has not only given care rental but also bought their car and they have a service to make their customer interest in which is ultimate test drive. The service gives consumers jeopardize to try driving a car before they decide to buy it with many ben efitsThousands of low-mileage, late-model vehicles for tradeMore than 75 well-maintained makes and modelsTake Avis Ultimate Test Drive for two hours or up to 3 daysLow, pre-posted pricing no negotiationTry before you buy3In my opinion, its really a good marketing strategy which is different and can attract customers come to Avis.Identify the value creation do of AvisI would use value chain to analysis value creation progress of Avis VietnamInbound LogisticsAvis is exist and developing through many years, so that the relationship between the company and car suppliers or partners is very good. However, there are many Vietnams automobile taxes which are very high. Therefore, Avis should concentrate more about this point to reduce the cost.OperationsResource inputs are not only luxury cars. deal are a resource particularly in service industries. Therefore, Avis trains staffs to build trusted consumer relationships by the premium service.Outbound LogisticsAvis product their service s through network operators and system of offices in the world. The customer can book schedule by internet or offices. Any car was test carefully before dowery customers.Marketing and SalesAvis group uses advertising on network social like Facebook, promotions, etc to inform customers about their services. Besides that, Avis builds belief of customers by providing best service and allowed them to segment the market effectively.ServiceAvis supplies the best services to customers and the addition benefits with it. It is discount, insurance car or monthly check, repaired car, and so onSupport activitiesProcurement remove the resource inputs to the primary actives Avis always supplied quality cars for their services. In addition, the company will be preferred to pick up the customer at airport by Vietnam airline or received tourist transport contacts from Vietnam national administration of tourism4.Technology developmentIn my opinion, Avis certainly had some research about Vietnam mark et and demand of Vietnamese people. Therefore, they made a different thing with other market which is car rental including driver. In addition, they also dont buy their car at Vietnam market like others.Human resource managementAvis always hide good drivers who even know to speak English. Avis always want to catch about their quality services so that the attitude of employees is very important. Avis usually trains them carefully and also provide the chance to employees study and learning to develop their skill. reference ManagementAvis believe that corporate sustainability can only be effective if it embraces all steps of the value chain. This is why the Avis not only sets the highest standards for itself but also expects suppliers and partners to meet ecological and social standard.Competitive advantageResource based view (RBV)Hollensen, S. (2003) defined that long term rivalrousness of a company depends on its resources that differentiate it from its competitors, so that the fir st step, I would analysis tangible resource and intangible resource of AvisTangibleThe quality of Avis car rental.Have more 5000 locations in the world. In Asian, Avis has over 34000 luxury cars for leasing and a large human resource with 2500 employees.IntangibleStrong brand name in the world.Avis has research about Vietnam market before jumping up.Experience in car rental business through many yearsSpecial services for any locationsSkill and companionship of employees.Avis has been active in this field for over 40 years, so they have a lot of experience in the car rental field. In addition, the content competence of Avis which is created by the combination of all tangible and intangible resources above, Avis would have a big competitive advantage in Vietnam market.Market oriented view (MOV)There are three main elements of environment which includes customer, competitors, environment Avis has to adapt to create differentiations from their competitors.Customer Vietnamese people ha s trend to own car, instead of using car rental services of Avis. Avis should have more strategies to stimulate customers to use services more.Competitors Hertz, Enterprise, etc are Aviss major competitors. In Vietnam market, Avis would be competitive by small company who set the lower price for their services.Environment Long-term car rental is preferred for the kind of customers who usually has to use car but dont want to pay a large of money to buy in a period. Especially, the service including driver to help their consumers not to worry about Vietnamese merchandise laws which is very complicated.All these changes to suit with environment create differentiation for Aviss services. Base on analysis RBV and MOV, it founds that the core competence and those differentiation create competitive advantage for Avis in Vietnam market.PESTLE analysisPolitical Legal EnvironmentThere is only one Party nationally in Vietnam, so that they have a stable political situation. In addition, the regimen has had reform to develop suitably with international and nation situation at any period. Government also builds the right of Foreign Investment to encourage organizations to invest in Vietnam market. However, the traffic in Vietnam isnt good, especially in Hanoi and Hochiminh with too large vehicle density, so that the Government has to limit the number of transport, especially car. Therefore, Government brings out policies and law (high taxed rate) applies for car, especially imported car.EconomicThe Vietnamese economy has been developing rapidly and in 2008, human being Bank published that Vietnam is one of the best performing economies in the world over the last decade. Vietnam has joined WTO in 2007 and its quietly opened for foreign company to run business in the market. On the other hand, GDP in 2009-10 in Vietnam grew less than the 7% per annum ordinary achieved during the last decade and the inflation rate increased from 7% to 9% because the global economic whi ch affect to Vietnam, is unstably. Therefore, its really a opportunity with Avis because purchasing power would be decreased which means citizen wouldnt defy bring a large of money to buy car and they can choose Aviss services to save money. It can be a big chance which Avis should concentrate on. (See appendix 1)Social cultureAccording to CIA, Vietnam is really a densely populated country with the population is over 90 million by 2011. However, the Vietnamese people are concentrated mainly in big cities such as Hanoi, Hochiminhwhich is always potential markets for Avis. Thats reason why Avis opened two operations at the cities. The demand for using car of Vietnamese people is increasing rapidly, but they usually want to own one instead of rental car. That is a big different about culture among Vietnam and others.TechnologyNowadays, technology is focused by all of the governments in the world, media tools are developing more and more, especially internet. We can update all of news every time in everywhere. As can be seen that, media usually affect to customers buying behavior. In 2011, VNNIC published that 42% of poplar use internet as daily communication. We can be sure that advertising and promotion on internet network would help Avis to have a big advantage in marketing. In fact, Avis has promoted their advertising for the services in Vietnam market on their website and Facebook which can be connected easily with customers.DiscussionSWOT analysisStrengthsAvis is a strong brand name in car rental business in the world. They have developed their business very successful through over 40 years, so that their experiences in the field have been acknowledged. In addition, Avis has a large network with over 5000 locations in the international market. With over 34,000 cars and over 2,500 employees throughout the region, Avis is the leading international car rental brand in Asia and Avis really has good websites, retailer stores and operations round the world. The company also has many kinds of luxury cars to help their customers to choose. To use the long-term leasing of Avis, consumers would receive many benefits and services from Avis with the highest quality.WeaknessAvis just appeared at Vietnam market in recent, so that they have only two operations at the country (at Hanoi capital and Ho Chi Minh City). The demand for long-term rental of Vietnamese people is not high and to change their minds is a difficult mission with the company.OpportunityVietnam always is a potential market for almost of luxury products or services. The standard life of Vietnamese people is increasing more and more, so that to use new services or products can be interested by them. In addition, the service of Avis can help them to save their money although they can still use a luxury car. On the other hand, Avis has not many competitors who can bring to customers good services like them at Vietnam market.ThreatVietnamese Government doesnt encourage increasing the number of car in circulation at Vietnam, especially at Hanoi and Ho Chi Minh because the traffic congestion in the two cities is very high. Avis also should care about their competitor Satsco5that is an autochthonal company.The key strengths and weaknesses of Avis existing marketing strategyStrengthsSpecial services to attract customersHave many promotions with high quality services.Use professional website and Facebook to advertiseCo-operated with many famous partners in Vietnam market.WeaknessJust only two operations in Vietnam market (in Hanoi and Hochiminh) while Danang and Haiphong are also big cities which are potential markets as well.Avis dont publish their price on public, so that the customer will be lack of information.They dont advertise on other media like television, newspaperwhich are easy to attract customers.RecommendationsSegmentation, Targeted, Positioning.SegmentationThe main customers of Aviss car long-term rental are both male and female who have at least ave rage income or small company because they have demand to use car but they havent adequate money or save their money. The largest number of customer would focus on big cities such as Hanoi, Hochiminh, Haiphong, Danang However, the economy is developing, so that the segmentation in Vietnam market would be larger.TargetingSocio-demographicAge over 25Income Above $2000/monthEducation graduated, post graduatedOccupation worryman, artistsGeographic all three regions.Social class upper-middle, lower-upper, upper-upperBehaviouristicLoyalty moderate and loyaltyShopping habiliments want to use high quality services.PsychographicInterest class assertingValue Living standard, convenienceBenefit soughtProduct features attractive, unique, promotions, benefits including.PositioningBecause of the high quality service, price of Aviss services wouldnt be cheap.High priceAviss car rentalLow quality High qualityLow price developing strategyMarketMarket penetration (for growth) or consolidation (to m aintain position) or withdrawProduct developmentDiversificationMarketDevelopment vexNewPresentProductNewAnsoffs matrixAvis has already had two operations in Hanoi and Hochiminh in Vietnam. Avis should think about expanding stores in other. Therefore, market development is sufficient strategy for company at this time.Objective and Goal of Aviss car long-term rentalObjective Lead to the best car rental service in 2014GoalsIncrease revenue by 30% in next two yearHave operations in Danang in 2013, Haiphong in 2015Gain more 10% market share at the end of 2013The detail plan would be present at Appendix 2.Marketing strategy and program (Marketing Mix)Marketing mix includes 7Ps which Avis has to apply in their marketing plan for achieving.ProductProduct refers to the goods and services which firms offer to their customers. Firms must place sufficient importance to the product/service as well as the other aspects associated with the product that attract customer attention.6Aviss car rental was created to serve customers who need to use car but they havent enough money or want to save money for other works. Avis always understand demands of customers in Vietnam market. Therefore, in addition to normally benefits in services, Avis also make a new different service including drivers for the market which is very necessary with traffic conditions in Vietnam.PriceThe price has always been regarded as an important competitive factor in attracting customers. The price of Avis is not published on their anywhere but the service of a famous company like Avis cant be cheap. Therefore, Avis should concentrate on the issue because the average income of Vietnamese people was just about $1.100 (2010).PromotionPromotion plays an important role in companys marketing strategy. Firstly, we have to decide what components of the communication mix that should be used in the plan.There are many media that Avis can choose to promote Television, Radio, Newspaper or Magazines, internetIn addi tion, Avis could advertise their service through internet networks such as Aviss official website, online newspapers, forums, social network (Facebook, Twitter, etc). IT is developing more and more at the moment, so that it could be the most effective promoting channel with very low cost for Avis. On the other hand, Avis should bring out discount policy or full-grown gift which would attract more customers. (You can see more detail in Appendix 3)PlaceAt the moment, there are two ways for Avis to connect with customers. One way is that their customers can come to Aviss operation directly. Avis has two operations in Hanoi and Ho Chi Minh for transaction. If customers havent time or are so far from the company, they can choose contact with Avis indirectly through their website. Its also comfortable and convenience.In the future, Avis should set to open more operations in other big cities of Vietnam to expand their market in Vietnam.PeoplePeople are one of the key elements to help the organization to achieve. In this case of Avis, sale forces and drivers would direct communicate with customer so they create the image of Avis. Therefore, to train staffs is important mission with Avis.ProcessAvis should invest in RD project for better rationality customer need and RD is also help Avis gathering customer feedback because as can be seen that customer communication is an important process with the company. Avis also has to provide information (especially about price) to customers on their website and public through advertising.Physical evidenceThe car using in rental always need to be exonerated and comfortable, luxury, elegance to attack customers. In addition, drivers should wear uniform which can create imagine of Avis brand and its also show that the attitude serving of Avis is always professional. The customer can always believe in the company.CONCLUSIONCar rental is a new type of services, especially in Vietnam. Vietnamese people are not really familiar with l ong-term leasing. 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