Case study of SIXT

Résumé du document

Nowadays there are a lot of rental companies, home rental, car rental etc. So in order to be competitive these companies have to be innovative and to use Internet as a tool. Indeed if we go in the website of a car rental company there is a booking process on the main page that allow users to make a reservation of a car at a certain date. In this ways Internet was a revolution for this market and sector and simplified the booking process.

10 years ago there were already a lot of car rental company but it was more difficult for consumers to order a vehicle and to take it at the station, it took times, and it was difficult, generally consumers spent a lot of time at the car rental agency and that is why there could have been reticent to rent a car. And now that internet is in the everyday life of a lot of people,the booking process is simplified, and consumers do not spend that much time in the agencies, so there are more potential customers for these companies, but there is also a lot of new competitors that know that there is profit to do.

Extraits

[...] At the same time they decided to negotiate with flight companies and hotel, in order to create an all-inclusive offer. In the 90's they started their international expansion. This expansion has been determinant for the integration of Internet in the company strategy. Indeed in 1995, SIXT became the first car rental company to go on the Internet and to have a website. In the year 2000, SIXT was present all around the world and have a lot of Franchise in different countries as China, Panama, but also Latvia, Poland and Estonia. [...]

[...] Indeed it brings new perspectives to these companies to reach their consumers. - In a first way, it changed the business model of these companies. Indeed when during the past, if you wanted to book a car, you had to go to the office of the company and look for a car at a price that you could paid in the destination where you were going (it means that sometime consumers had to go on different companies offices to find the good offer). [...]

[...] And it helps them to increase their notoriety around the world. Regarding the strategies of these two SIXT's competitors we can now have a look on the SIXT particular strategy III. The e business strategy of SIXT The e-business strategy of SIXT is, as we said before, pretty similar than the one of its competitors. Indeed in this sector, the online booking has become a generality. So it is difficult for companies to differentiate with competitors. But to have a look on the strategy of SIXT we will do a SWOT analysis of the company, and we will analyze their website in order to know how they succeeded on the use of Internet. [...]

[...] Finally you have the footer with the different promotional offers and services that SIXT can offer. This website is well made, because it is easy to use, and it is going straight to the point, it is a booking website, so you can directly book. The other advantage is that the website is not saturated by pictures, or advertising that can blurred the main objective of the website which is to provide a service. To summarize we can say that this website is clear, easy to use, and ergonomic. [...]

[...] But this partnership should be mutual. It will allow SIXT to be visible on other website, as Europcar is on the Easyjet website. Finally they should keep in mind, that there are a lot of new technologies that are using the Internet, and they should continue to innovate in order to stay a competitive company on their market Conclusion To summarize this analysis we can say, that today the car rental market is open to Internet. It was a real revolution for the sector, and it allowed companies to change their way of functioning. [...]