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To build awareness of its brand and draw attention to its first New York City-based location, German company Sixt Rent-a-Car, known for its cheeky advertising style in Europe, staged a guerilla marketing stunt in the Big Apple July 24 on Sixth Avenue. The brand playfully rebranded the high-traffic route “Sixt” Avenue for a day with orange Sixt banners fastened to street signs, and a fleet of 10 Cadillac vehicles driven by brand ambassadors (outfitted in the company’s signature orange couture-inspired uniforms) that paraded toward downtown, stopping at iconic New York City spots to interact with consumers and record footage along the way.

“One of the main audiences that we were trying to reach were New Yorkers who don’t necessarily own a car, or maybe the right car, to go out for a weekend trip to the Hamptons, for example. It was very important for us to see how we could engage with that local population,” says Maarten Ordelman, head of U.S. marketing for Sixt. “Sixt Avenue allowed us to engage with those New Yorkers in a fun and unique way, and it allowed us to show the concierge-level service that we have while also showing our product, our premium cars.” (Hultgren, 2018)

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Industry’s Dominant Economic Characterstics (worldwide): 

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Industry’s Dominant Economic Characterstics (worldwide): 

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User in Millions (2017)- 83.8

Annual sales revenue- 18507mn pounds, while sixt had contributed – 2603mn euros (About.sixt.com, 2018)

The revenue is for car rental market is expected to grow annually by 3.1%

The industrial average revenue per user was 221 euros

The country with the highest generation of revenue is United States with 8268 million euros.

In 2017 share of 35.3% of users is 25.34 years old, 44.6% fall under high income class and 54.9% users are male (Statista, 2018)

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Car rental is a service which provides car and automobiles on rent for short periods of time. This time period generally ranges from few hours to weeks. Car rental service is primarily located near airports, tourist places or city etc. (Research, 2018)

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The top five players in this market and their market share as of 2015 in the UK  are

Europcar- 23%

Sixt- 8%

Herts- 12%

Enterprise- 30%

Avis budget- 12% and 15% were other/independent companies. (Statista, 2015)

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Probable growth in car market in coming years (revenue)

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Probable growth in car market in coming years (revenue)

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Marketing Objective to achieve through this report.

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Marketing Objective to achieve through this report.

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After selling it's drivenow stake to BMW and quitting the car-sharing startup, sixt has again planned to enter the very fresh car-sharing market with very less competitors. The plan will discuss ways six can adopt to become one of the dominant firms in this market and increase its market share and profits.

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Strengths:

Proven capacity to significantly reduce total operating costs of our customers' fleet.

Strong IT solutions developed in-house that drive our innovative service portfolio.

Opportunities :

Take advantage of increased tourism in Britain due to brexit leading to pound getting a bit weak.

Entering car-sharing market

Threats:

Ever-changing political factors in the automobile industry leading to an effect on th fleet of luxury cars owned by Sixt.

Increase in the price of fuel causing the prices of car rentals going up and may effect the sales revenue for sixt

Uber taking up a large market share from the car rental companies

Weakness:

High finance cost on the cars that are leased by six causing high capital:debt ratio and share prices going down.

major competition in this market leading to very robust marketing and r&d environment.

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A One Hundred Year Old History established in 1912 by the innovative Sixt family in Munich, Germany, what was once a small operation is now a global leading car rental provider. Sixt rent a car currently has more than 4,000 locations worldwide and we are constantly expanding. Despite our growing and changing, one thing that will always remain the same is our continual endeavor to provide customers around the world with affordable, top quality car rental services.  (Sixt Car Rental Blog, 2018)