CEO Scott Griffith says the car rental company plans to grow its customer base and become a billion-dollar company.
Source: CNNMoney Ã¢â‚¬â€œ video report
Keys: Marketing, buyer behavior, small business
Questions for discussion:
- Who is the target customer for Zipcar?
- What are the firmÃ¢â‚¬â„¢s competitive advantages over alternative customer choices?
- Besides local governments, who else could be a potential new large-scale target market?
- Would you be a potential customer of Zipcar? Explain why or why not.
- Could someone who owns a car also possibly be a Zipcar customer? Explain your answer.
- How would you go about building the customer base?