Customer and Competitor Analysis You have done a customer and competitor analysis and the positioning of your competitors is already shown on the maps. In addition you have learned the following from your Customer analysis which will form the basis of your positioning recommendation: - 150 Rentals desired target market is adults 25-49, HH| $80K +. some post-secondary education skewing 70% male and 30% female. 0 80% of your target market is willing to pay slightly above the market average in daily rental fees. 0 50% of the target strongly prefers a location very close to the airport. - 15% of your target strongly prefer to rent a 'green' vehicle. 30% of your target strongly prefer to rent an SUV. the remaining 55% have no strong preference. 0 30% of your target strongly prefer to rent luxury models while 70% are content to drive basic models, regardless of the type of vehicle it is. - There are 3 main competitors; Hertz. Enterprise and Budget. Business Model Notes Obviously 150 Rentals is in business to make a profit which means that the following financial parameters must be considered: - it is far more expensive to locate near the airport than further away and this would affect the daily rental rate you would have to charge. - 'green' vehicles require re-charging stations which are expensive to install and electricity costs in Toronto are the highest in North America which will also have a direct impact on what you must charge