Avis: Still Trying Harder!

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Case Details:

Case Code : BSTR048
Case Length : 15 Pages
Period : 1999 - 2003
Organization : Avis
Pub Date : 2003
Teaching Note :Not Available
Countries : USA
Industry : Car rental

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Working Hard to Build a Customer-Centric Image

To support its marketing initiatives, Avis got involved in various humanitarian services. Through the 'Avis Cares about Community' program it launched the National Soccer Ball Donation Campaign.

This initiative was launched in August 2002 to support Special Olympics programs and athletes. Avis ran this campaign for three months (August 2002-October 2002). As part of the campaign, Avis invited its customers to sponsor a 'We Try Harder' Avis-Special Olympics branded soccer ball (costing $ 10 including the cost of the soccer ball and $ 2 in cash contribution to Special Olympics) that would be sent to Special Olympics athletes. Appreciating this gesture, the Director, Corporate Development, Special Olympics North America, Libby Andrews, said, "Avis has created a unique formula for allowing its customers to show their support of Special Olympics programs. It is very exciting when corporations like Avis recognize the importance of supporting the talents of Special Olympics athletes..."

Avis Takes the Lead

In February 2003, Avis, in partnership with Motorola (global leader in providing integrated communications and embedded electronic solutions), launched the 'Avis Assist' Navigator service.

Made available to customers at the Dallas Fort Worth airport, 'Avis Assist' was a phone-based navigation service that enabled customers to receive spoken directions on a mobile hand-set with a speaker phone fitted in the car. Through this service customers could dial the Avis call center and find out the best route for a destination address or request a directory search for a point of interest. The desired route was then downloaded to the 'Avis Assist' unit in the car, which provided turn-by-turn directions to the customer. In April 2003, The Canadian Professional Sales Association (CPSA) named Avis the '2002 Car Rental Company of the Year' in recognition of the exceptional services it provided to both business and leisure travelers...


Exhibit I: A Brief Note on Hertz Corporation
Exhibit II: Avis Group Holdings, Inc. and Subsidiaries - Consolidated Statements of Operations
Exhibit III: Avis Europe - Consolidated Profit and Loss Accounts
Exhibit IV: A Note on the Global Car Rental Industry
Exhibit V: The Avis 'We Try Harder' Campaign


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