MARKETING PLAN RENTAL MOBIL "I-CARental"

• Main Authors: , Faisal Andhika Sadha Sarosa, , Dr. Ike Janita Dewi, MBA.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/125441/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=65610
• Institution: Universitas Gadjah Mada

Car Rental business is growing rapidly. Lots of car rental business shows up in almost Jakarta area and other big cities such as Bogor. Plenty of Car Rental business make this business competition tighter. Due to business competition is so tight, Car Rental business must have obvious marketing plan so that can be survive much longer. This study aims to formulate a marketing plan for I-CARental Car Rental in order to get the proper action plan. To formulate a marketing plan descriptive analysis in order to obtain an objective picture of the object of study as well as to know which way the development of vehicle rental services. Descriptive analysis on ICARental Rent Car Business include I-CARental have consumer who is dominated by families and individuals. I-CARental segment targeting individuals and families. ICARental Action Plan is adding new customers by making package for tourism segments such as create a city tour package. I-CARental in retaining its customers can take action by giving special pricing for existing customers and partners rentals with 10-20% discount. Hiring new drivers is being done for shuttle services products and per hour package. The use of personal driver from I-CARental is also useful to reduce the risk of crime.