경영전략 Zipcar 사례

경영전략 Zipcar 사례 [경영전략] Zipcar 사례.pptx 목차 1.What is a ZIPCAR? 2.Case Summary & Major Issue 3.Case Analysis 4.Case Question 5.Similar case in Korea : Social commerce 6.Recommendation to the firm 본문 ☞ City Potential users ↑ Parking fee ↑ Restricted driving area ☞ People -Well educated -Internet use Convenient Easy for billing Accurate billing Safe from mismatch 1st C.B($50,000) ;sloan classmate Fail: Investor circle Invest themselves Use no charge sources -2nd C.B($25,000) ;potential investor $300/yr→$75/yr $1.5/hr →$4.5~7/hr ; diff. parking fee (Max $44/day) Parking: $600/car&yr Attrition: 15% Lease: $4400/car&yr Access equipment ; $500/car&yr Viral MKT; 30~40% PR(free media); 25% Guerilla MKT; rest. Logos in the cars ∵ Lack of money for MKT 본문내용 r case in Korea : Social commerce Recommendation to the firm Case Summary & Major Issue Zipcar? What’s a Zipcar? : Car-sharing service Sharing Summary & Major issues Positive Negative Cost efficient Environment-friendly Simple online system Customized convenient service Budget Limitation Additional Maintenance Cost Business model location customer market Zipcar A. Market characteristic Niche ma