STRATEGIC

ANALYSIS
EU-RENT CAR RENTALS

TEAM 5
 AGENDA

ESTABLISH BUSINESS GOALS AND OBJECTIVES

GET TO THE RCA THROUGH SWOT ANALYSIS
IDENTIFY STAKEHOLDERS
ANALYZE THE CURRENT STATE
DEFINE FUTURE STATE
WHATS IN IT FOR YOU

SA_TEAM 5
 BUSINESS GOALS AND OBJECTIVES

Regain annual client base growth back to 10% per year with the next five
year time frame to maintain leadership position.

TARGET CUSTOMER REQUEST FULFILLMENT TO 98%

REDUCE RESERVATION HANDLING TIME TO 5 MINUTES PER RESERVATION

TARGET CUSTOMER RETENTION TO 65% PER YEAR

INVEST MORE ON IT INFRASTRUCTURE.

SA_TEAM 5
 PROBLEM STATEMENT

OVER THE PAST YEARS, ANNUAL CLIENT BASE GROWTH HAS DECREASED FROM 10% TO
6.5% ATTRITBUTING TO BOTH STAGNANT REVENUE AND STEADY INCREASE IN OPERATIONS
COST. THIS HAS LED TO DROP IN PROFIT BY 3% AND 5% RESPECTIVELY IN THE PAST TWO
YEARS FOR THE RETAIL DIVISION.
SA_TEAM 5
 SWOT ANALYSIS
STRENGTHS
Wide geographical reach Cumbersome reservation
with over1000 branches
across Europe
Flexible drop-off and pick
up of cars at different
locations across Europe
Loyalty Incentive Scheme
Consolidation of customer
data across all branches
through CCS
THREATS
Competitors already using
mobile capability to book
rentals
Losing customers through
competitions
New entrants in this
SA_TEAM 5 business
WEAKNESSES
process
Distribution of customer
blacklist is time consuming
and prone to error
Branch reservation and
Inventory system are
localized
No interface between branch
reservation and CCS
Low customer retention
OPPORTUNITIES
Extend the reservation
process through call center
and self service channel
CRS should access CCS
Adding Customer
blacklisting data to CCS
Integration of Branch
reservation and inventory
system to CCS
 IDENTIFIED STAKEHOLDERS
Project Sponsor ( President/
CEO)
Vice Presidents
Directors
Solution Architect
Project Manager
SME
Tester
Quality Assurance
Branch Managers
End user
SA_TEAM 5
 STAKEHOLDERS
PRIORITIZATION

All Directors Project Sponsor

Relevant (President/CEO)
government All Vice Presidents
Regulatory
Agencies

Project Managers
SME
End User
Solution Architect
Tester
Quality Assurance
Low High
Interest
SA_TEAM 5
 STAKEHOLDER ANALYSIS

( RACI MATRIX)

CEO VP` DIRECTOR PROJECT BUSINESS SME IT
S MANAGERS ANALYST SUPPORT


IDENTIFY PROBLEM OR A A C C R C C
OPPORTUNITY

ASSESS CURRENT STATE OF A A C C R C I

THE ORGANISATION

RECOMMEND ACTION I I I A R C A

PREPARE BUSINESS CASE I I I I R I A

SA_TEAM 5
 CURRENT STATE ANALYSIS
Corporate Customer System
(CCS)
Contains Customer
Information :
Customer Name
Drivers license details
Membership number
Loyalty scheme member
details.
Access to all branches.
No additional customer
information such as late
returns, problems with
payments and damage to
cars.
SA_TEAM 5
Customer Blacklist
Reservation and Inventory
System
A local version of the
Reservation and Inventory
Systems based on personal
computers connected to a
local server
Branch specific.
No Interface
A branch cannot book a
reservation for vehicle pick-up
at another location.
No information regarding
inventory at another location.
- Maintained by Head Office
- Distributed bi-weekly via email.
 BUSINESS PROCESS AS IN

Request
Car Return and
received from
assignment payment
customer

EU rent\current state.p
SA_TEAM 5 f
 FUTURE STATE
Problem/Current Root Causes New
Limitations Capabilities/Features
Inefficient computing Time consuming and Including additional
environment for erroneous update of information such as late
reservation. blacklisted customers returns, problems in
payments to the CCS to
get blacklisted customers

No Interface between Interfacing the corporate

branch reservation system rental system to the G/L
and corporate customer system to have all
system with G/L system financial records

Cannot view vehicle Developing a corporate

availability at another reservation and inventory
locations. system.

Single reservation method Limited to only walk-ins Setting up call centres to

available to customers and advance bookings. handle phone-in
SA_TEAM 5 reservation requests
Self-service channel to
make reservation through
internet.
 WHATS IN IT FOR YOU

UP-TO DATE IT INFRASTRUCTURE TO COMPETE WITH NEW TECH SAVY

ENTRANTS
ENHANCED SERVICE TO CUSTOMERS
TARGET MORE CUSTOMERS BY INTRODUCING TWO NEW CHANNELS
INCREASE CUSTOMER GROWTH
INCREASE IN CUSTOMER RETENTION
MAINTAIN LEADERSHIP POSITION IN THE MARKET

SA_TEAM 5
 THANK YOU

SA_TEAM 5