Situation The industry we are observing is the car rental industry. The car rental industry has been growing and expanding in the last decade, especially in Western Europe. There are many companies that compete within this industry and a few of these companies have already laid down a dominant position in the market. Companies like Avis, Europcar, and Hertz have strong positions in the Western European market. Within most countries, there was a national company that had a strong position in its home market and maybe moderate market share in foreign markets. An example of this would be Hertz. Hertz is owned by Ford Motor Company, and its largest market is in the United States. The rental car market is divided into two segments, the business segment and the tourist/leisure segment. The tourist/leisure segment was measured to have 45-65% of the overall market and the business segment was measured to have 35-55 percent of the market. People in the tourist/leisure segment were more price conscious while people in the business segment cared more for quality, convenience an......

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