Strengths
• Positive image of the company
• easy brand image of being cost effective
• strategies which have let to 90% fleet usage
• Positive influence of CEO
• Competition is worried
Weakness
• Heavy reliance on one supplier
• Financially vulnerable
• Small marketing budget
• Founder has left day to day management of the company
• Services not available in some major locations
Opportunities
• Cost of car ownership is rising
• Viral marketing campaigns
• Expansion of brand image by possible merger of esayJet and easyCar to easyGo
• Expansion to Asian and American markets
• Obtain cost effective and fuel efficient cars
Threats
• Competition may come up with budget rental lines
• Policies can lead to legal actions
• Rising fuel costs
• Hunter
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Also, on the competition with larger companies than Easycar. Finally, the techniques issues of car maintenance and management of the fleet.
The most urgent issue to be addressed are the legal problems that have arisen from the posting of pictures of users that delay to return the vehicles. In addition, the dimension of the competing companies could be overwhelming for Easycar, since they are present in more places and have more to offer than Easycar. In terms of the question of maintenance and fleet management could be solved with the application of new technologies.
In terms of legal issues, there were benefits in adopt this policy in the company, but the impact of this policy could be very negative for the image of Easycar, as well as bring juridical
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Moreover, the difference in the number of automobiles is too large, since in 2002 was 700,000 Hertz cars, Easycar was only 7.000. The values for the European revenues also reflect the small size of the company, revenues of European values in 2002 for Easycar was € 41 million, while companies such as Avis and Europcar had revenues of over a billion dollars each. (Lawrence and Solis, 2005).
The use of technology would allow the customers access and rent cars at locations available through online booking, call centers and other resources. Besides, technical implementation tools could let it follow the cars, locate them and thus create better logistics for the cars, and managing them to be rented out and returned to the company. The company also realized that moving to a different car manufacturer could save them money and, possibly, could be done even more by moving to a cheapest maintenance