Zip Car service allows its clients to benefit from the services it offers by having a car and sparing the client the need to own the car. The strategy employed by zip car has attracted numerous clients due to its core values and belief system. The marketing strategy it has employed is also unique and allows for the recruitment of new customers and retention of the already existing clients. The services allows for the clients to enjoy reliable, comfortable and stylish mode of transport. The approach undertaken by zip car is unique and continues to attract many clients. Zip car places its car pods at strategic places in various neighborhoods. The car pods are easily accessible by the members of the public with many being located within a ten minute walk radius from clients. Zip Car allows the clients to make reservations based on their convenience. At the same time, the pricing is very competitive hence many people would opt to subscribe to the services offered by Zip Car. In addition to the quick and easy transport solution offered by Zip Car, the company also promotes the cutting of emissions. It is estimated that the use of Zip Car has facilitated the cutting of emissions to up to 50% (ZipCar, 2016).
Various strategies have been employed by Zip Car for the realization of its success. Zip Car has adopted various strategies that give the company a competitive edge in the market.
Benefit oriented position
The Zip Car has effectively adopted its positioning strategy. The zip car has from time to time carried out evaluations and changes on its positioning strategy. It is based on these time to time reviews that the company has been able to compete favorably with other companies offering the same services. Zip Car implements the positioning strategy by convincing its clients on the benefits of having a car without necessarily having to won the car. The company also enlightened the public on the benefits they are likely to get by renting the cars offered by the company vis-à-vis having to won the cars. The main positioning strategy was convincing too many clients since the clients had to consider factors such as the resources which ought to be amassed for one to own a car, the time and resources spent on the maintenance of the car and other hassles that are associated with owning a car such as insurance. It is based on the approach of offloading this burden from the clients that the positioning strategy became significant to Zip Car reaching out to its clients. Based on the positioning strategy, the company eliminated the burdens associated with owning a car by offering affordable transport, and making its services readily accessible and reliable. The positioning strategy allowed the company to embrace services that are pro client. Various payment packages that were affordable were introduced by the company. The clients would use the cars any time they would like and leave the maintenance and other hassles associated with the car to be dealt with by Zip Car (Rosenbaumlliott and Percy, 2012).
Meeting the potential human needs
Zip Car embraced the strategy of meeting the client’s needs and expectations. Every potential client has needs or wants. The meeting of the needs or wants of a client requires a company to tailor its products towards client satisfaction. Companies that meet the client’s needs will automatically create a feeling of satisfaction in its clients. Consequently, the company will not only be able to retain its previous clients but also attract new ones through referral systems. The Zip Car has tailored its services to suit the needs the clients. The company beliefs and practices are geared towards meeting the needs of the clients. The target group for Zip Car in this case being those individuals who do not like the hassles associated with owning a car such as repair and servicing, washing, insurance and many more. Zip Car identified a market niche that has a lifestyle that does not prefer the ownership of a car due to the hassles associated. Zip Car targeted this large population with its services. It is based on this market group that Zip Car offered services that are tailored towards lifting the burden associated with car ownership. The target population thus readily embraced the services offered by the company since the services met their respective needs. Most of the clients preferred the pricing and the convenience that comes with the services offered by Zip Car. Many people would prefer the services offered by Zip Car since they are affordable and easily accessible. It is based on this meeting of the potential needs of its clients by Zip Car that has enabled it to grow and even attract new clients. The meeting of potential human needs strategy is effective due to its nature of the client’s inclusivity. The services offered by Zip Car have been customized to meet the needs of the client. Zip Car has increased its level of client inclusivity by allowing a one on one interaction with its clients on the features they need to add or continue to be able to meet the needs of the clients. At the same time, the company has carried out numerous promotional activities and events with an aim of luring new clients (Moorman and Rust, 1999).
Zip Car has a bright future. The bright future of the company is guaranteed due to its approach that is different in the market. Zip Car beliefs and values are geared towards customer satisfaction unlike its rival companies (Rosenbaumlliott and Percy, 2012).
The concept that if found in Zip Car that is vital to any organization is the value based strategy. Zip Car core beliefs and practices are geared towards adding value to the lives and lifestyle of its clients. The company endeavors to meet the client’s needs or wants. It is based on this value based strategy that the company has been able to retain its existing clients and also attract new clients. The value based concept has made Zip Car to become a brand on its own (Rosenbaumlliott and Percy, 2012).
The case study has changed my approach on how to effectively run a company or organization in future. Zip Car has made me realize the importance of meeting the client’s needs when running an organization or a business.
Rosenbaumlliott R., and Percy, L., (2012). Strategic Advertising Management, Oxford University Press.
Moorman, C., and Rust, R., (1999). “The Role of Marketing”. Journal of Marketing, 63 (1999) : (2-3).
Zip Car, (2016). How it Works. Retrieved on the 18th April, 2016 from http://www.Zip Car.co.uk/.