Konrad BurchardtAccount Planning 2

Situation Analysis

• Founded in 1989 as a discount brand to airport travelers.• Lowest Rate in the market.• Is located on the 14 major airports across U.S.• Private Owned Company• Based in Los Angeles California

Company Analysis

• Budget , Enterprise and Hertz are major competitors and market leaders.

• Massive floats of cars.• Competitive Prices• Are located in almost every city and airport around U.S

Competitive Analysis

• Age between 19 and 40 year old• First Type:

Rent a car for transportation and look the cheapest.• Second type:

The one who uses the car for business.• Third Type:

Looking for luxury cars

Consumer Analysis

SWOT Analysis

• Lowest prices on the market .• No 25 Year old Fees.• Credit card is not mandatory for reservations and for renting.• Good deals each month

Strength

• Float of car is not as big as the competition• Luxury car division dont exist• No precense in most of the airports• Very poor effort in social media and advertising.• Very bad reputation on the internet

• People are not familiar with the brand.

Weaknesses

• They can start new business in other airports• U.S is a very tourist country. Especially California.• Competition is not worried about them because is still a very small

company in comparison to Hertz, Budget, Enterprise, Etc.

Opportunities

• Gas Price• Economy• Angry customer that share opinion on the internet

Threats

Research Guide

What do people have to say about Fox Rent a Car on Tweeter

What do people have to say about Fox Rent a Car on Facebook

Actual Fox Rent a Car Facebook Fan Page

SPAM?

Brief

• Fox Rent a Car Doesn’t have a solid online strategy.• Use it in a better way.• Consumers share everything• Bad reputation on the internet.

What is the Problem?

• Male/Female• Ages Between 25-40.• Smartphone users.• Active in social media.• Like to share what he/she thinks and also read what

others think.

Who is this among?

• New Social media Image.• Firendly brand online.• Active in most important Social Channel.• Take advantage of what we already have.• Reposition Fox on the internet.

How are we most likely to solve the problem?

• We want to be the Rental car company that hears the customer.

• We want to take care of the customer.

Why?

• To give people a better service and let them speak and be heard.

The inspirations?

• Facebook• Twitter• Foursquare• Tumblr• Agora Pulse• Google• Google/Alerts• Topsy• SocialSeek

Requirements?

• Success will be when we create communication between people in a positive way. Sharing positive comments about Fox Rent A Car.

What succes look like?

Summary

Problem

Challenge

Digital Strategy

• Social media Efforts are very Poor. • People Dont know the brand• Neggative comments on the internet

• Facebook• Twitter• Foursquare• Tumblr• Agora Pulse• Engagio• Topsy• Social Seek

• Change what people think about Fox Rent a Car.• Get Closer to the customer• Be introduced to new customer as a GREAT BRAND

The Plan

• Filter coments in Front Page

Iframes• Claim Page• Your Trip• Live Chat• Reservations

Only positive Comments

NEGGATIVE COMMENTS 

ACTUAL FACEBOOK FAN PAGE

NEW DESIGN

• Create Different Accounts:• @FoxRentaCar – General Information• @FoxRentaCar_Claims – Claims• @FoxRentaCar_Help – Free Roadside Assistance• Foursquare - @FoxRentaCar_Help- Tracking Tow.

INFO TWITTER ACCOUNTSCUSTOMERSERVICE NUMBER

 

NEW DESIGN

ACTUAL TWITTER PAGE

• Blog linked to Facebook• Trip Stories from our customers.

• Manage and grow Facebook Precense.• Update Content on Fan Page.• Analytics.

• Manage all conversation in one place.• Usefull on Twitter.• Manage conversation between users talking about our brand. (positive or

negative)

Thank You