MNM2604
Assignment 2 Semester 2 2024
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
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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.
2. Types of B2B Customers
The B2B market comprises various customer types, each with unique characteristics.
According to Cole (n.d.), the four basic types of B2B customers include resellers, producers,
government agencies, and institutions (Makhitha & Cant, 2020, p. 12). Europcar, in its
business model, can engage primarily with producers, institutions, and resellers.
Producers or commercial enterprises purchase vehicles to support their operational
activities. They could use Europcar's car-hiring services for transportation needs such as
ferrying employees between sites or transporting raw materials. These producers come
from various sectors, including agriculture, manufacturing, and construction (Makhitha &
Cant, 2020, p. 13). Europcar fits within this category since it operates in a commercial
market, providing car-hiring services that other businesses rely on for logistical support
(Applied Marketing Cases, 2013, p. 75).
Resellers, typically retailers or wholesalers, purchase vehicles from suppliers like Europcar
and lease them out for profit without significant modification to the vehicles (Makhitha &
Cant, 2020, p. 12). Europcar's service is aligned with the reseller category, where cars are
rented out to other businesses that further provide these vehicles to end users.
Lastly, institutions such as universities and hospitals make up another potential market for
Europcar’s car-hiring services. Institutions typically operate with non-commercial objectives,
