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Essay / Research Paper Abstract
This 12 page paper examines the business model that is used by Stelios to establish a new car hire, or car rental, company to compete with companies such as Hertz, Alamo and Avis by offering lower prices. The paper is written in four parts. The first part of the paper identifies the characteristics of the car hire business, the second part looks at how easyCar are following a low cost strategy and the operations that support this. The third part considers the level of service that easyCar offers with the last part of the paper discussing whether or not the company may be seen as offering a service that can compete with buses, trains and taxis. The bibliography cites 6 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEeasycar.rtf
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Unformatted sample text from the term paper:
high overheads, where the market is relatively concentrated with high prices and usual a high level of demand and then takes in a low cost model of operation. To consider
EasyCar we can first look at the characteristics of the market. The car hire business in Europe was a business that fitted this model. There was a high level
of concentration in any single country, for example, Sixt was the dominant player in Germany, but the top four companies; Sixt, Europcar, Avis, and Hertz had 60% of the market.
In Spain Atesa was the market leader, but the top five companies controlled 60% of the market1. In the UK the major player is Hertz, and the top six companies
control 64.9% of the market (Euromonitor, 2005). Where there is the control of the market by only a few competitors, or a
high concentration this is known as an oligopoly. If we consider the oligopoly model there will be either only a few operators, or the market is dominated by only
a few operators, even if they are operating under subsidiary companies. If there are a large number of companies then the majority of the market place will be one where
there are only a few major companies (Thompson, 2005). In this case there are many companies, but most are small and of little influence.
Unlike the other models it is this along with the monopoly model where the companies that operate in that marketplace have some measure of influence over the industry
and the sector due to the concentration of power in relatively few hands. This means that there may well be aspects of co-operation or cartels in this area where there
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