I/ Introduction 引言
For most people, buying a new car is a very important thing to do in our life. Even it is the amount of money that we have to spend to buy them is largest ever. Even if we already own a car, we also have to pay for so many other costly expenses such as: parking costs, insurance, etc.
In some cases, we live in the big city with the public transport system development. Instead of having to use a car to move around, we can take the subway, bus to move easily. In addition, the cars we own may become unnecessary when we rarely use them to move in urban environments.
To solve that problem, Enterprise Car club (ECC) was founded in 2005 with rental cars and vans. In this essay, we will discuss the challenges that companies are facing through the analysis of competitors, target customers and appropriate place to do business.
II/ Competitor analysis 竞争对手分析
According to the competitor map, we can easily see that Hiya Car, Easycar club and Ridelink have high range of car compare to the others because these companies operate in peer to peer model. With this model, the private ownership of cars that can be rented their cars to people in need, which is why the company is in the diversification of the types of cars. For the price, it is difficult to determine the general price level for companies operating under peer to peer model, but in general, Hiyacar will cost less than the Easycar club and Ridelink due to focus more on the small car segment and car for the family category.
根据竞争对手地图，我们可以很容易地看到，与其他公司相比，Hiya Car、Easycar club和Ridelink的汽车范围很高，因为这些公司都是以对等模式运营的。有了这种模式，私人拥有的汽车可以将自己的汽车租给有需要的人，这就是为什么该公司正在多样化的汽车类型。就价格而言，很难确定在对等模式下运营的公司的总体价格水平，但总的来说，Hiyacar的成本将低于Easycar俱乐部和Ridelink，因为它更专注于小型车细分市场和家庭类汽车。
Additionally, car rental price and abundance of vehicles of Zipcar belonging to the average sector on competitor map. Meanwhile, opponents of the Zipcar- Co-wheel has better price for customers, but the abundance of cars less than Zipcar. ECC has the highest price, but the diversification of car types is lowest on the competitor map. But if we are membership of ECC, the price may be lower.
III/ Company profile 公司简介
ECC is the origin of the company City car club, founded in 2000, with more than 840 vehicles, is one of the most powerful companies in the field of Car club and owns large segment of the UK market. In April, 2015, Enterprise car holding conduct purchase City car clubs and renamed ECC.
3.1/ How company work?公司如何运作？
3.1.1/ Location 位置
ECC currently operating in more than 19 cities around the UK. Mainly concentrated in the London area, ECC have 24 establishments (Fleetnew, 2016). In addition, ECC are still expanding in the south of Scotland, southern England and the area of around East Midland (Manchester, Liverpool).
3.1.2/ How to use the services?如何使用服务？
4 steps to use ECC 使用ECC的4个步骤
The photograph shows four simple steps to use the services of the Enterprise Car club :照片显示了使用企业汽车俱乐部服务的四个简单步骤
1st step: customers can register to become a member of the ECC .
In terms of companies, people who under 22 years old is paid ￡6/month. Those aged over 22 have to pay 7 pounds a month and can save up to ￡ 24 each year if become annual members (service fee of about 60 pounds a year).