Case Study and Analysis of EasyCar

EasyCar
Type of Industry	Car rental company
Headquarters	Dundrum Business Park, Dundrum, Dublin, Ireland
Sales/Revenue	US$15.7 million
Area Served	Across Europe
Number of Stores	NA
Competition	Dooley, SnappCar, Car Next Door, Nabobil, Getaround, Zipcar, Heetch.
USP	Value for money
Target Group	People willing to commute by rented cars
Products	Car rentals
Website	www.easyCar.com

EasyCar Case Study Introduction

One of the largest car rental brokers in the world, Easy Car has been able to operate with great success in many different countries experiencing initial success in the United Kingdom. The Company offers best deals to its customer worldwide and its simple philosophy of catering to the commuting needs of its customers has helped the Company to emerge as a global brand in the car rental broking industry. The case study and analysis of Easy Car should be considered essential in terms of ascertaining those factors that have contributed to the growth and expansion of Easy Car’s business worldwide. A thorough SWOT and PESTLE analysis of Easy Car should also be considered important to adding to the strength and value of the case study and analysis of Easy Car.

EasyCar SWOT Analysis

Strengths

A strong global brand image is one of the primary strengths of Easy Car. Moreover, the elite product and service line should also be considered as a primary strength of Easy Car. The case study and analysis of Easy Car reveals that the Company has been able to cater to the diversified commuting needs of its global customers, and this efficiency has added to the strengths of Easy Car from the business perspectives. A strong affinity towards implementing innovative strategies for business improvement, as revealed by the case study and analysis of Easy Car, has also added to the strengths of the Company in a thorough and explicit manner. Moreover, as the case study and analysis of Easy Car reveals, a strong hold in the United Kingdom market has helped the Company to establish a strong foothold domestically and this has helped the Company in spreading its business overseas. Moreover, it is the fastest growing car rental Company in Europe as it provides value for money to its customers.

Weaknesses

One of the primary weaknesses of Easy Car, as revealed by the case study and analysis of Easy Car, is that, the Company deals with only one type of car. This often fails to cater to the needs of customers of having diversified car brands on rental, adding to the weakness of the Company’s business. Limited range of diversity also initiates a feeling of dissatisfaction among the customers, and this should be considered a thorough weakness of the Company. Moreover, the case study and analysis of Easy Car reveals that, the process of car picking is very much time consuming for majority of customers, and this is yet another major weakness of Easy Car.

Opportunities

The case study and analysis of Easy Car reveals that there are opportunities for the Company to improve its business by including more car brands in its service line. This will cater to the different brand choices of different customers, adding to the strength of the Company’s overall business. The Company also has the opportunity to integrate innovation in its operations in terms of reducing the degree of time consumption in car pick up processes. Moreover, the Company has the opportunity to appeal to different customer segments’ commuting needs by introducing different sized cars to its rental service line.

Threats

One of the primary threats to Easy Car’s business is the chance of customers to value selection and quality over price. If this happens then majority of customers will give up the habit of renting car from Easy Car. Moreover, as the case study and analysis of Easy Car reveals, the growing trend of purchasing low budget cars can also pose serious threats to the domestic and overseas business of Easy Car.

EasyCar PESTLE Analysis

Political Environment

Political environment plays a crucial role in determining the fate of a business. This holds true for Easy Car. In this respect, the case study and analysis of Easy Car reveals that the political stability in the United Kingdom has stabilized the business, providing the Company with a stable basis on which it has been able to expand its business across Europe. Moreover, lower level of governmental interference in the market processes and trade transactions has also helped Easy Car to grow its business across the United Kingdom. Moreover, after BREXIT, the governmental policies have shown some liberal approaches in terms of promoting indigenous businesses. This has also helped the Company to spread its business.

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Economic Environment

Economic environment also plays a decisive role in terms of ascertaining the future of a business. In this respect, the case study and analysis of Easy Car has revealed how lower rates of inflation and higher economic growth have contributed to the success of the Company’s European business. But it should also be noted that economic volatility in different regions in Europe has also forced the Company to face some unpredictable business risks. Despite this, an effective external audit has helped Easy Car in the process of grabbing economic opportunities that will be beneficial for the Company’s business in the long-run.

Social/Socio-Cultural Environment

The social need of bettering the commuting system has added to the advantage of Easy Car. The inclination of majority of the members of the European societies to avail rented cars for the purpose of official travelling, leisure travelling, and for daily commuting have contributed to the growth and development of Easy Car’s business not only in the United Kingdom but also in many other European countries. Besides, catering to the needs of majority of European customers to spend less in the process of commuting, Easy Car has been able to establish a strong market hold.

Technological Environment

Technological advancements have helped the Company to grow its business across Europe. It should be noted that Easy Car has been able to develop its business by making the process of renting a car easier than before. Through the development of its own smartphone and mobile phone applications and through the development of an interactive Website, the Company has been able to reach out to myriads of potential and existing customers, appeasing to their commuting needs in a thorough manner.

Legal Environment

The Company has succeeded in remaining compliant with the European road safety laws, rules and regulations. This has added to the market reputation of the Company as a socially responsible and customer safety-oriented business entity.

Environmental Factors

To sustain its profitability and to continue with its business growth and prosperity, Easy Car has strived to maintain its carbon neutrality by introducing energy efficient cars in its service line. This has added to the market reputation of the Company and has allowed the Company to emerge as an environmental-friendly business entity contributing to a greener economy.

EasyCar Case Study