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Essay MNM3710 - Brand Management (MNM3710)
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Assignment 3 S1 2023
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By: mahlatsemasehla50 • 1 year ago
By: ChrisHarrow • 1 year ago
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ADDENDUM A: ASSIGNMENT 04ASSIGNMENT INFORMATION
Assignment number Material to study Due date
03 Learning units 8 to 12
Chapters 8 to 12
16 May 2023 (21:00)
This is a model answers with examples. Add your own theory and make the work
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1. Critically discuss and evaluate how Europcar is and could be influenced by macro-
environmental issues:
Introduction:
The success of any business is greatly influenced by its ability to navigate and adapt to the
macro-environmental factors that shape its operating environment. This essay aims to
critically discuss and evaluate how Europcar, a car rental company, is and could be
influenced by macro-environmental issues. Additionally, the strategies for assisting Gary
Rom Hairdressing in making a success of their service brand will be critically discussed and
applied.
, Europcar, being a player in the car rental industry, is highly susceptible to various macro-
environmental factors that can impact its operations and profitability. These factors include
socio-cultural issues, legal issues, political issues, economic issues, and physical and
technological issues.
1.1 Socio-cultural issues:
Socio-cultural factors such as changing consumer preferences, travel trends, and
environmental consciousness can significantly influence Europcar's business. For instance,
the rising demand for eco-friendly vehicles and sustainable practices has led Europcar to
incorporate hybrid and electric cars into its fleet. Additionally, changing travel patterns and
preferences may require Europcar to adapt its services to cater to specific customer segments,
such as the increasing demand for ride-sharing or car-sharing options.
1.2 Legal issues:
Legal factors play a crucial role in the car rental industry, including regulations related to
vehicle safety, emissions standards, insurance requirements, and liability. Europcar must stay
compliant with these regulations to avoid legal complications and maintain customer trust.
Moreover, changes in legislation, such as the introduction of stricter emission standards or
regulations related to data protection, can impact Europcar's operations and require
adjustments to its business practices.
1.3 Political issues:
Political factors, such as government policies and regulations, taxation, and trade agreements,
can significantly influence Europcar's business operations. For instance, changes in taxation
policies related to vehicle imports or fuel prices can affect the affordability and demand for
car rentals. Europcar must closely monitor political developments and adapt its pricing and
operational strategies accordingly to remain competitive.
1.4 Economic issues:
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