Question 1 (30 Marks) a) Assume that Zipcar decided to bring the car-sharing experience to Egypt, Describe the different groups of adopters for this service in Egypt articulated by the diffusion of innovation theory. (10 marks)

b) Zipcar has become the worlds largest car-sharing service in over 50 North American cities, 20+ European cities, and over 100 college campuses in North America. Discuss the various components of Zipcar brand equity. (20 marks)

a) Apply the FIVE steps marketing planning process to help Zipcar start up their business in the Egyptian market. (20 marks)

b) Choose and assess TWO macro factors that you think are the most influential on Zipcars business in Egypt. Support your answer with examples. (15 marks)

1. Zipcar: Creating Value in the Marketplace Zipcar: Creating Value in the Marketplace Nearly a decade ago, the founders of Zipcar decided to bring the car-sharing experience to the United States. Since then, Zipcar has developed the gold standard by offering its members 24/7 access to thousands of cars around the world and creating a revolution in the way many think about alternate transportation. This activity is important because understanding the marketplace, especially consumers' needs and wants, is fundamental to marketing success. The goal of this exercise is to demonstrate how marketing focuses on creating value for customers, clients, partners, and society at large. Read the case of about how Zipcar creates value in the car-sharing services market and answer the questions that follow. Zipcar is a membership-based car sharing service offering automobile rental to its members in hour or day increments. Zipcar was founded in 2000 by Robin Chase and Antje Danielson, who were inspired by the success of car sharing in Europe; Avis Budget Group acquired the company in 2013. Zipcar has become the world's largest car-sharing service in over 50 North American cities, 20+ European cities, and over 100 college campuses in North America. Zipcar offers different types of membership, with plans aimed at both occasional and frequent drivers. In addition, special plans for corporations and universities are offered. In addition to monthly or annual membership fees, customers pay rental charges to use a Zipcar. Members can view vehicle accessibility and reserve a vehicle on Zipcar's website, using its mobile app, or on the telephone. "Zipsters" (as Zipcar members are called) are given a "Zipcard" that contains a wireless chip that opens their reserved vehicle; keys are stored inside the vehicle, along with a gas card members can use to fill the tank. When the Zipster is done with the car, s/he returns it to the car's home location (a reserved spot for the automobile in the member's area). Zipcar's fleet consists of automobiles from Audi, BMW, Ford, Honda, Nissan, and Toyota Ford and Toyota have partnered with Zipcar to test their new electric and hybrid options with Zipcar members. Zipcar focuses not only on creating a convenient experience for its members, but also on developing awareness about alternative transportation options. One of Zipcar's core missions is to "change the world through urban and environmental transformation