MNM2604
Assignment 2 Semester 2 2024
Detailed Solutions, References & Explanations
Unique number: 713888
Due date: 17 September 2024
1. Introduction
In the highly competitive car rental industry, Europcar operates as a leading player,
consistently striving to maintain its competitive edge through business-to-business (B2B)
marketing strategies. As the marketing manager of Europcar, it is crucial to understand
the distinct types of B2B customers that the company can approach for car-hiring
services, as well as the business-to-business buying processes and decision-making
involved in purchasing a new fleet of vehicles. This report will discuss three categories of
B2B customers relevant to Europcar's operations and highlight how these types can be
effectively targeted. Furthermore, this report will analyze the B2B buying process and
decision-making stages to ensure successful procurement while providing practical
recommendations tailored to Europcar’s case.
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