Marketing Case Analysis Worksheet: Marketing 551
MUST INCLUDE in depth and detailed ANSWERS TO THE QUESTIONS BELOW.
Presentation must concentrate on these answers in NUMERICAL ORDER.
ALL non-presenting students must complete short case form linked in the syllabus. Keep a copy for your file.
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eASYCAR

1. What are the characteristics of the car rental industry? How do these characteristics influence the design of service delivery processes in this industry in general?

2. EasyCar obviously competes on the basis of low price. What does it do in operations to support this strategy?

3. How would you characterize the level of quality that easyCar provides? This discussion can then be used to introduce Parasuraman, Zeithaml and Berry’s five dimensions (reliability, tangibles, assurance, responsiveness, empathy) of service quality that have been found to apply across a wide variety of service contexts. These dimensions, and how they relate to the easyCar situation, are as follows:

4. Is easyCar a viable competitor to taxis, buses and trains as Stelios claims? How does the design of its operations currently support this form of competition? How not?
5. What are the operational implications of the changes made by EasyCar.com in the last year?

6. How significant are the legal challenges that easyCar is facing?

7. What is your assessment of the likelihood that easyCar will be able to realize its goals for 2004?