Avis: Still Trying Harder!

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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.

Case Details:


Case Code : BSTR048 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


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


The case discusses the strategies adopted by the car rental company, Avis Rent A Car System, to gain market share in the US and European car rental industries. It provides detailed background information about the company, tracing the continual changes in ownership over the decades.

The case examines the marketing strategies undertaken by Avis, in particular its transformation of its runner up status into a marketing virtue, to become the market leader in Europe and attract an extremely loyal client base in the US. The case also takes a look at the various humanitarian programs launched by Avis over the years to support its marketing initiatives.


Analyze how an organization can continue focusing on excelling at the operational level, despite a rather unstable ownership


  Page No.
Not The Second Best Anymore 1
Background Note 2
The Era of Growth 4
Avis Drives The Extra Mile 6
Working Hard to Build a Customer-Centric Image 7
Avis Takes the Lead 8
Exhibits 10


Strategies, car rental company, Avis, Rent A Car System, US, European car rental industries, background information, tracing, ownership, decades, marketing strategies, Avis, runner up, marketing virtue, market leader, Europe, loyal client base

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