MKT 301 Case Study Guidelines and Rubric Read the case study, Zip Car: \"It's Not about Cars - It's about Urban Life\" on pg. 256 in your textbook. There are FIVE parts that must be addressed in the Case Study: 1. A summary of the main facts in the case. 2. Describe at least 2 marketing concepts relevant to the case. 3. Critically analyze the future of the firm. 4. Describe the lesson or concept found to be most important and why. 5. Using the answer in part 4, describe how this can apply to your major or job. Be specific. The paper must be at least 3 pages in length, in APA format, Times Roman 12pt font, double spaced, 1\" margins, cover page, abstract page, page numbers, RUNNING HEAD, citations, and separate reference page. The liberal use of headers and sub-headers is strongly encouraged. These assist your reader in identifying your transitions and you in organizing your work. The general outline for the paper must be: Cover Page (must be in APA format) Abstract Page Body (At least 3 pages exclusive of cover page, abstract, and reference page) Reference Page Click Case Study Example to view a layout sample of this assignment. Each case analysis must use at least three outside references beyond the text or other class materials, which must be cited in APA format. Wikipedia or encyclopedias are not acceptable. You MUST have one each of the following types of references: 1. An article from a reputable newspaper 2. An article from a general business magazine (Inc., Business Week, Economist, etc.) 3. An online source - make sure it is reputable NOTE: the textbook, class materials, and the firm's website may be used as references, but these sources DO NOT count for one of the three required references. 1. Case background/summary: Describe the case facts and background. This might include BRIEF information about the firm; however, do NOT simply duplicate what is in the case itself. You are required to provide CURRENT information on the firm. For example, if in the time since the text was published, the firm experienced major changes, this must be included in the background. 2. Marketing concepts: Identify at least 2 marketing concepts discussed in the course and apply them to the case. For each of the marketing concepts identified in the case, describe the concept, explain why it applies to the case, and discuss how it might impact the solution. Critical thinking and analysis will be rewarded whereas superficial insights will receive minimal points. Use a Bold Face Header for each concept, for example: Marketing Concept One: list your first marketing concept Marketing Concept Two: list your second concept Some examples of marketing concepts include (these are ONLY examples, you may use others): Branding SWOT Segmentation Market research Product management Promotion/advertising Product lifecycle Marketing ethics/corporate social responsibility Objectives 3. The future of the firm: Describe how you see the future of the firm and its products. Consider issues such as the marketplace, consumer preferences, trends, future segmentation, competition, and the nature of the firm. What might you suggest they do to remain successful? To grow and expand? What is your analysis of their long-term prospects? Support your conclusions with evidence and sound reasoning. 4. Concept/lesson learned: A brief discussion of the most important lesson or concept taken from the case 5. How this applies to your career or major: Reflect on your answer regarding the most important takeaway or lesson you derived from the case. Briefly, in about two paragraphs, describe how this applies to your career, job, or major. Be concise and specific. Submit the Case Study to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 5. (This Dropbox basket is linked to Turnitin.) Grading Rubric In addition to the grading rubric, the following will apply to the grading of the Case Study: Missing or incorrect cover page - 5-point deduction Missing or inaccurate references or citations - 5-point deduction EACH Not formatted per instructions - 5-point deduction Missing Abstract - 10-point deduction Missing headers and sub-headers - 5-point deduction Criteria A B C D F Punctuality On time. One-point deduction for each error in APA, grammar, spelling, or punctuation. Full points for meeting the length requirement. 10% for each day. One-point deduction for each error in APA, grammar, spelling, or punctuation. 10% for each day. One-point deduction for each error in APA, grammar, spelling, or punctuation. 10% for each day. One-point deduction for each error in APA, grammar, spelling, or punctuation. 10% for each day. One-point deduction for each error in APA, grammar, spelling, or punctuation. 10-point deduction for 75%. 30-point deduction for 50%. 40-point deduction for 25%. 50-point deduction for less than 25%. 10-point deduction for 75%. 20-point deduction for 50%. 30-point deduction for 25%. 40 points and up for missing content beyond 25% of what is required. Grammar Length Content Full points for fully meeting the content requirements. Case Study: Zipcar \"It's Not about Cars- It's About Urban Life.\" La-Tanya E. Carter Saint Leo University MKT 301: Principle of Marketing Professor: Perry Haan June 5, 2016 2 Zipcar Case Study Abstract The purpose of this case study, Zipcar lets you see in several distinct constructs of how a business can produce in the marketplace through sharing cars and creating a new life for the economy. This demographic allows society to collaborate. This idea can be lucrative; nevertheless, it's longevity I will not address. The competition in urban areas can be extreme, so forming this service can become tough. The company will need to continue to expand their services and effectively market their product to establish a brand that succeeds in the future. 3 Zipcar Case Study It can be challenging in developing a new brand from a new idea in a competitive market, but this can also be exciting. Living in urban areas, Zipcar has produced a new way of life in Urban areas in the arena of transportation. The idea originally came from Europe, which eventually made its way to the U.S. Introducing Zipcar in the U.S. has become one of the most brilliant ideas used for transportation within the urban areas (Hirsch, 2012). Zipcar created an efficient mode of commuting within urban communities, and this great because of the many problems of transportation in Urban areas. Marketing Concept One: Market Research Market research is a significant factor when considering if your company will manage to have longevity. In establishing a new brand, it is imperative to retrieve information based on the targeted area and conduct analyzes of the possible pros and cons. While observing the cities, the request for transportation was extremely desired so by evaluating that information; they were aware Zipcar would be an excellent service to market. It will cost people in the community little to nothing, to utilize the Zipcar service, which would eliminate the payments for gas, insurance, car note and car maintenance (Hirsch, 2012). Successful businesses conduct research, set goals and objectives, to determine their investment into a particular market. The market research of a company is essential to its productivity and longevity because reliable information gathering goes into marketing and establishing a successful brand. The data must be reviewed and tested to 4 Zipcar Case Study determine if a company can survive because cost are build when moving into a new market, and no successful business will invest in a company with unreliable information. Marketing Concept Two: Segmentation Segmentation can determine a company's success or failures. The Zipcar Company fits into its market niche and though there many types of segmentation the idea is grand. Segmentation is the focus of the group(s) that you want to target with your product/service that is divided by Geographic, Demographic, and Psychographic attributes? Zipcar Company focuses on providing their services in the urban areas, which are considered Geographic's (Adams, 2016). Urban cities have produced a high success rate for the company. I for one believe it is going to continue to grow steadily because the Zipcar Company saw a need and provided a service to meet the needs of particular demographics. The amenities offered through the Zipcar Company reveal a pattern that has been established to ensure customer satisfaction. These services will gather repeat clients who will provide longterm revenue and success for the company. The reports indicate that it has continuously become a successful business, grossing about $130 million since 2005 (Adams, 2016). Statistics also show that for a variety of reasons, fewer young people are getting their driver's licenses these days. In 1978, about 50% of America's 16-year-olds navigated that time-honored rite of passage. By 2008, the number had plummeted to 30% (Hirsch, 2012). (Though that isn't making the roads any safer.) Young people's ambivalence toward earning their licenses -- and, by extension, driving -- might be attributable to graduated licensing programs, but it may also be due to the growth of social media. Heck, why spend 30 minutes stuck in traffic just to spend time with friends when you can hang out via Google Hangout right now (Young Americans website)? 5 Zipcar Case Study Not only does Zipcar offer transportation but it also aims to help the pollution of the earth. Thinking in the future allows Zipcar a leading opportunity of longevity. As long as Zipcar continue to expand their product/services and demographic; they have a bright future. With the success Zipcar has had, they will perhaps replace taxi services, car rental companies, and cut into profits from car sales at the dealership by reducing the demand (Hirsch, 2012). Any business that has the drive to advance the economy and environment has a good chance at being successful, but then again you must continue to maintain your brand. The thought that struck me the most in this case study was the market research. Without market research you wouldn't know which segmentation to focus; however, segmentation is a key element in this company. Finding the right locations and where our product/services will best fit are the important steps you can take when creating a business. Zipcar took advantage of the urban areas that offered a positive start in their company because these sectors had fewer car owners. The membership pricing is great compared to regarding car notes, taxis, and other related expenses. Applying Zipcar experience to my future endeavors has assisted me in different ways. I am majoring in Business with a specialization in Management; eventually, I would like to have my businesses with my husband and children. Understanding the demographics will assist determining our first location. I have always heard location, location, location this is the first step in establishing a successful company. Finding the right place to accommodate the family vision means everything demographically for us to be productive. The next import concept is to see the 6 Zipcar Case Study demand in a particular area to determine a productive market. Going into business for yourself is essential to determining a target area and people. Demographics reveals the age of citizens, their resources, and respectability of a product in a certain. Selecting the precise demographic and applying your market research can lead you to a successful business/idea. I will take time and do the proper market research and examination of information to produce a successful business hopefully by providing a solution to a problem or fulfilling a need to a particular demographic. 7 Zipcar Case Study Reference Page Adams, D. &. (2016). Boston Globe. Zip Car will provide car sharing to federal employees in several cities. Hirsch, J. (2012, May 01). ZipCar aimes to make sharing a way of life. www.Zipcar.com/check-rates/NYC. (n.d.). http://www.greencarreports.com/news/1082673_zipcar-says-72-of-young-americans-dont-caremuch-about-owning-a-car