Award Date

Spring 2012

Degree Type

Professional Paper

Degree Name

Master of Hospitality Administration

Department

Hotel Administration

First Committee Member

Bo Bernhard, Chair

Number of Pages

38

Abstract

The purpose of this professional-paper is to develop a marketing plan for Hertz China. Hertz China is a car rental company which focused on business to business and business to customer market and only short-term rentals, of less than one year's duration. This marketing plan will thus exclude long-term or leasing arrangements and considers only cars, and excludes commercial vehicles such as vans and trucks. The marketing plan will focus on analyzing the potential consumers, product mix, price, and local competitors for such a business.

Keywords

Automobile leasing and renting; China; Lease and rental services; Marketing; Rental automobiles

Disciplines

Business Administration, Management, and Operations | International Business | Marketing | Tourism and Travel

Language

English

Comments

Incomplete paper data