TABLE OF CONTENT
Topics EXECUTIVE SUMMARY PRODUCT / COUNTRY CHOICE SECTION I: COUNTRY ASSESSMENT • • Assessment of the Domestic Business Climate Assessment of International Business Climate
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SECTION II: DEMAND FORCASTING SECTION III: ENTRY STRATEGY • • Exporting/Importing Foreign Production (FDI, Contract Manufacturing, others)
SECTION IV: MARKETING MIX STRATEGIES SECTION V: FINANCIAL OUTCOME
Opportunity All residents of a large city have a similar problem when it comes to transportation. While public transportation is usually quick and efficient, when it comes to traveling outside of the city, many have the problem of not having a car easily accessible to them. In addition, with city centers becoming overcrowded with retail stores and big box stores requiring larger areas of land, many stores remain only in the suburbs (IKEA, Costco, Tesco, Mediamarkt). This has created a need for cheap and affordable transportation that can be taken outside of the city. The Concept Zipcar has been around since January 2000 and was founded in Cambridge, MA. Zipcar is a company that rents out cars to its members for an hourly and daily rate, usually resulting in cheaper car rentals than the traditional car rental service such as Hertz, Enterprise or Alamo. In 9 years, Zipcar has become the largest car sharing service in the world, with locations all around the US, Canada and recently London. Our idea is to take this industry defying idea and bring it to Madrid, Spain as a pilot program that will hopefully expand through all of Spain. The idea has been proven and since it is an existing company, they have the resources to expand internationally and take...