MGMB01H3 Lecture 2: Lecture Two Part one
Document Summary
Companies address needs by putting forth a value proposition: a set of bene=its that they offer to customers to satisfy their needs. Who is zipcar"s customer: big city (many people, occasions, shop, day trip, traveler (day trips, more convenient than rental car, variety, university (shopping, moving, substitute for buying. *interesting tidbits: customers think of zipcar when something goes wrong. What does that say about priorities for the company (e. g. , invest in avoiding service failure) Customers do not feel attached to zipcar"s. Rental car companies: low cost, availability, high cost for extended use; waiting onsite; parking issues. Taxis: convenient for short trips, inability to really go too far, not exible. Public transportation: hop on/o , low cost, constrained by set routes. Having your own car: most exible, high costs of ownership, less obvious competitors: Millennial not buying cars: the share of new cars bought by americans 18 to 34 dropped from 25% in 2006 (lacey place, chief economist at edmunds)
