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Olympic Rent-a Car

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Submitted By rscherber
Words 660
Pages 3
Case Study – Olympic Rent-A-Car
By RS

Background
Olympic Rent-A-Car was founded in 1976 by former Olympic pole vaulting champion John Uelses.
Through his leadership the company grew steadily over the years to attain a 7% overall market share in
2012 by promoting lower prices than Hertz and stressing quality service using the slogan “go with the winners” in their advertising. Olympic offers their Medalist Rewards Program in response to competitors programs that are designed to reward loyalty to its customers. Olympic has always held the position of a follower to their competitors on their loyalty program with only an 11% participation rate which is about one fourth of Hertz. This component of membership accounts for 21% of their total revenues or 8% of all rentals for the year. Olympics’ loyalty member customers are heavier into leisure travel, are affluent and belong to several other loyalty programs. Olympic is now facing extreme competition with their loyalty program from the industry leader Enterprise. Now Olympic must decide on how to respond to
Enterprise’s new program without impacting their overall business.
Target Market
The best solution for Olympic to compete in the market will be to target the cost conscious vacation bound 35-55 year old consumers who are searching for a good value and not that interested in rewards points. According to Travel Weekly magazine, this demographic of vacation travelers take three-plus trips in the past year, are married, have already hit their 35th birthday and have an annual income over
$75,000. I would also recommend following a leader like Southwest Airlines which created a freedom image with their customers, “You are now free to move about the Country.” A great way to introduce a new tag line for Olympic would be to use their existing slogan of “go with the winners……to Maui,(fill in the blank with

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