SC

Strategy Canon

Zipcar: sourced choices

16 product and go-to-market choices, oldest first. Back to the case study

  1. 2000Product · Neighborhood vehicles Vehicles occupied reserved spaces close to members’ homes and workplaces. ZI1
  2. 2000Go_To_Market · Price correction Chase recalled increasing the daily rate by 25% after finding it too low. ZI2
  3. 2004Product · Online reservations Members could reserve cars through the website. ZI6
  4. 2004Product · Keyless access A Zipcard unlocked the reserved vehicle. ZI6
  5. 2004Product · Return location Customers returned cars to their designated parking places. ZI6
  6. 2004Go_To_Market · University distribution Harvard affiliates could join at a discount through its commuter program. ZI6
  7. 2007Product · Flexcar acquisition Zipcar acquired Flexcar and expanded into additional US cities. ZI1
  8. 2010Product · Streetcar acquisition Zipcar bought the UK car-sharing operator Streetcar. ZI1
  9. 2011Product · Included fuel and insurance Rates included fuel and insurance. ZI1
  10. 2011Product · Mobile reservations Reservations were available through wireless mobile devices as well as phone and internet. ZI1
  11. 2011Go_To_Market · City selection Zipcar targeted dense markets with expensive parking and established public transport. ZI1
  12. 2011Go_To_Market · Campus availability Zipcar served university campuses as well as metropolitan neighborhoods. ZI1
  13. 2011Go_To_Market · Membership fee Consumers paid an annual membership fee. ZI1
  14. 2011Go_To_Market · Usage charges Members paid for vehicles by the hour or day. ZI1
  15. 2011Go_To_Market · Application screening The company charged an application fee and checked driving eligibility. ZI1
  16. 2011Go_To_Market · Business program Zipcar also offered access to organizations through Zipcar for Business. ZI1