Case Studies
Avis
Avis has a leading position in UK car rental to leisure users, but wanted to strengthen its position in rental to corporate customers. Latitude worked with Avis to develop a strategy to address the different segments of the corporate customer market.Two-month project involved:
- quantification of market size and Avis share for five customer groups
- in-depth analysis of customer buying behaviour and needs, competitor best practice and perception of Avis, based on customer interviews
- management workshops to develop proposition options
- proposition development and quantification of opportunity
- further interviews to test proposition with customers
- clear recommendations for Avis' corporate customer strategy
"We found the work extremely insightful, giving us critical intelligence into what it takes to succeed with the different customer groups and, in the process, debunking a number of damaging myths"
Stuart Gent, Avis UK Managing Director