Implementation of Marketing Plan
Car-e Rental Inc., a private national car rental company headquartered in Boston, Massachusetts, has developed a high level of confidence among its customers and garnered a great deal of respect from competitors over the past ten years. Car-e puts a strong emphasis on customers’ needs, using some of the most sophisticated customer research methodologies in the industry. It employs highly motivated individuals with proven customer service skills.
After two years of consumer research and a year of market testing, the company is ready to roll out Kwick, a paperless car reservation and pickup service for its premium customers. Kwick was designed to save customers time and the company labor costs. Reservations for vehicle are made electronically, through the Internet, or by mobile phone. Customers access the vehicle using their fingerprints, finding the car keys in a secure place inside the car and amenities exclusively fashioned for the individual.
Develop a detailed promotional strategy on the marketing mix plan. What do you think can be the potential strengths and weaknesses in your promotional strategy? How will you leverage the strengths? What actions can you take to address the weaknesses?
The implementation would include the strategic focus. Describe the tactical decisions to be taken by Kwick’s brand manager to implement the strategy over the life of the service. How will these tactical decisions help Kwick’s brand manager maintain the long-term brand value of the services?
On a separate page, cite any sources using the APA format.
Write your response in a 2- to 3-page Microsoft Word document. .
Submit it to the W2: Assignment 2 Dropbox by Week 2, Wednesday, Day 4.
Assignment 1 Grading Criteria Maximum Points
Developed a detailed promotional strategy on the marketing mix plan and described its potential strengths and weaknesses in it. 10
Explained how you will leverage the strengths and what actions you can take to address the weaknesses. 10
Described the tactical decisions to be taken by Kwick’s brand manager to implement the strategy over the life of the service. Explained how these tactical decisions would help Kwick’s brand manager maintain long-term brand value of the services. 10
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