Stretegic Planning

From Case Study 11.3, assess ZipCar’s marketing strategy with universities. In extending this model, analyze the direction ZipCar has gone with this marketing strategy and its goal of supporting a sustainable environment. Provide examples with your response.

From the e-Activity, compare and contrast the customer loyalty programs for the airline and hotel chain you researched. Provide examples with your response. Then, determine what practices you would employ to your business to foster loyalty.

ZipCar’s target audience is college students, individuals on a budget, and/or people who are trying to help reduce green house emissions by sharing a vehicle. ZipCar is truly ingenious, for just $35 annual fee members are given a “ZipCard” which is like a car key. All of the cost of gas and insurance is covered in their annual fee. Members can reserve a car online (somewhere close to their dwelling) and walk and pick it up. Initially the ZipCar service was marketed after students arrived on campus, going forward ZipCar is going to start taking a proactive approach and send out information pamphlets and packets before new students arrive on campus. These packets of information include details of how Zipcar has many hybrid vehicles and other zero-emission cars in their fleet.

Boone, L. E. & Kurtz, D. L. (2012 Update). Contemporary business (14th ed.). Hoboken, NJ: John Wiley & Sons.

The Hilton Hotel Family is known over the world. They offer a rewards program called Hilton HHonors They have partnered with such transportation giants as Amtrak to offer rewards for traveling also. You’ll earn 10 points for every qualifying $1 spent, which is a pretty significant amount for rewards programs. Hilton also offers a plan called “Double Dipping.” There are a few versions and depending on the version of “Double Dipping” you choose, you can earn varying amounts of both hotel points and air miles for each qualifying $1 spent. The program’s main drawback is that it’s not...