W new Q . Search in Document Home Insert Design Layout References Mailings Review View '+ Share Arial AaBbCcDdEe AaBbCcDdEe AaBbCcDc AaBbCcDdEE AaBbC AaBbCcDdEe AaBbCcDdEe AaBbCcDdEe Paste I UV abe X2 X A LA . = = = = 1 0 .. Normal No Spacing Heading 1 Heading 2 Title Subtitle Subtle Emph Emphasis Styles Pane MKTG 150 POSITIONING MAP EXERCISE Imagine that you area the Director of Marketing for a new car rental company called 150 Rentals that intends to open a location somewhere near the airport in Toronto. Per the examples in the text p. 79, using the attached Positioning Maps indicate where you would position 150 Rentals vs. your major competition on each of the following consumer attributes and provide a full written explanation for each 1. Rental cost per day (premium to bargain price) 2. Location (proximity to the airport) . Availability of 'green' vehicles vs. SUVs 4. Availability of basic vs. Luxury models 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, HHI $80K +, some post-secondary education skewing 70% male and 30% emale 80% of your target market is willing to pay slightly above the market average in daily rental fees. 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 65% have no strong preference. 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. Premium Price Page 1 of 3 369 Words [ English (CAN) E Focus - + 100%W new Q . Search in Document Home Insert Design Layout References Mailings Review View '+ Share Arial 11 - A- A Aa A AaBbCcDdEe AaBbCcDdEe AaBbCcDc AaBbCcDdEE AaBbC AaBbCcDdEe AaBbCcDdEe AaBbCcDdEe Paste I UT abe X2 X ALA = = = = . Normal No Spacing Heading 1 Heading 2 Title Subtitle Subtle Emph Emphasis Styles Pane Premium Price Hertz Enterprise Very Near Airport Further from Airport Budget Bargain Price Page 1 of 3 369 Words [ English (CAN) E Focus - + 100%new Q . Search in Document Home Insert Design Layout References Mailings Review View '+ Share Arial 11 - A- A- A . A E . EF.3 3 2 9 AaBbCcDdEe AaBbCcDdEe AaBbCcDc AaBbCcDdEE AaBbC AaBbCcDdEe AaBbCcDdEe AaBbCcDdEe I U. abe X2 X A L. A . Normal No Spacing Heading 1 Heading 2 Title Subtitle Subtle Emph Emphasis Styles Paste Pane Budget Bargain Price Luxury Models only Hertz Mostly SUV's Mostly Green cars Enterprise Budget Basic Models only Page 3 of 3 369 Words [ English (CAN) E Focus - + 100%