CEO Scott Griffith says the car rental company plans to grow its customer base and become a billion-dollar company.

Source: CNNMoney – video report
 
Date: 8/26/2009

Keys: Marketing, buyer behavior, small business

Link: http://money.cnn.com/video/technology/2009/08/26/f_tt_zipcar_ceo_griffith.fortune/

Questions for discussion:

• Who is the target customer for Zipcar?
• What are the firm’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?