PRINCIPLES OF MARKETING

Scenario Driven by You is a car rental business that has been in operation for over fifteen years, having been started by two brothers, Bill and Dave Jones. The brothers started their working lives working for different car rental businesses but then began their own business together as both shared the belief that the customer deserved better service, wherever that customer was hiring a vehicle. In fifteen years they have gone from renting two vehicles out to renting thousands of vehicles out, but still with a focus on excelling at customer service. Today they are a market leader in car rental, with 301 outlets in the United Kingdom, and Driven by You outlets in thirteen other countries. Their entry into the American market has slowly led to them having a sizeable volume of the North American car rental business. Assignment You are a marketing professional who sits on the senior management team at Driven by You in the United Kingdom. You have been passed the above idea to develop in terms of its marketing mix etc. You have been asked to produce briefing documents for the next meeting of the senior management team.