Car Rental Business Plan Template [Updated 2024]

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VI. Marketing Plan

You can download our Car Rental Business Plan Template (including a full, customizable financial model) to your computer here.

The [Company Name] Brand

The [Company name] brand will focus on the Company’s unique value proposition:

  • Client-focused car rental services, that treat each client individually and get the job done right the first time
  • Service built on long-term relationships
  • Big-firm expertise in a small-firm environment

Promotions Strategy

[Company Name] understands that the best promotion comes from satisfied customers. The Company will encourage its clients to refer their friends and neighbors by providing discounts for new clients. This strategy will increase in effectiveness after the business has already been established.

[Company Name] will invest resources in two forms of geographically-focused internet promotion—organic search engine optimization and pay-per-click advertising. The Company will develop its website in such a manner as to direct as much traffic from search engines as possible. Additionally, it will use highly-focused, specific keywords to draw traffic to its website, where potential clients will find a content-rich site that presents [Company Name] as the trustworthy, well-qualified car rental company that it is.

[Company name] will place print advertisements in key local publications, including newspapers, area magazines, and local sport programs. Additionally, the Company will print brochures and place them in specific locations frequented by target individuals.

Pricing Strategy

[Company Name]’s pricing will be competitive compared with [Competitor] and lower than [other competitor], although higher than independent car rental service owners. For regular clients, pricing will be based on the average distance and rental time. For one-time clients, or clients who are trying out the firm’s services, a competitive hourly rate will be charged.

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