Abstract

The case discusses the strategies adopted by the car rental company, Avis Rent A Car System, to gain market share in the US and European car rental industries. It provides detailed background information about the company, tracing the continual changes in ownership over the decades. The case examines the marketing strategies undertaken by Avis, in particular its transformation of its runner up status into a marketing virtue, to become the market leader in Europe and attract an extremely loyal client base in the US. The case also takes a look at the various humanitarian programs launched by Avis over the years to support its marketing initiatives.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Excellence in operations
• despite unstable ownership.

Keywords

Strategies, car rental company, Avis, Rent A Car System, US, European car rental industries, background information, tracing, ownership, decades, marketing strategies, Avis, runner up, marketing virtue, market leader, Europe, loyal client base