A service plan for Click Auto Rental and Leasing

Date of Publication

2013

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Jose Luis R. Liongson

Defense Panel Chair

Ma. Luisa C. Delayco

Defense Panel Member

Allen Co

Abstract/Summary

The Philippine domestic tourism industry is continuously increasing every year due to the huge amount of people that are now getting fond of traveling around. As a result, there have been an increasing number of potential customers for the car rental industry. This triggered Click Auto Rental and Leasing to revamp the company plans and give importance to the rental side of the business starting this 2013. The group strategized a 7-month campaign, which starts on June 2013 and ends on December 2013, to aggressively promote the car hire and car rental side of the business and also made a one year plan for succeeding years. The service plan aims to: 1) narrow the company's target market which is young urban professionals, ages 20-29, and professionals between the ages of 30-39. Both of these markets belong to the socio-economic class C1 that was determined based on the data that the group has collected from primary and secondary sources and 2) propose a marketing communications program which will prove to be successful in reaching the target market.

Objectives of the service plan are to increase awareness among the newly determined target market about the car hire and car rental services of Click Auto Rental and Leasing through marketing strategies that are focused to them which will eventually lead to sales. The goals for the first year are: 1) To increase by 20% and 10% the awareness of the primary and secondary target market, respectively and 2) To increase sales by 10% by the end of 2013.

Evaluation of the results will be conducted every month to ensure that the services provided by the company are at utmost quality.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022161

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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