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Case Study

Www.easyrentacar.com

By Nirmalya Kumar and Brian Rogers

3 pages

May 2000

Reference: IMD-3-0875

In April 2000, Stelios Haji-Ioannou launched easyRentacar, his latest Internet-based business. EasyRentacar was just one of several companies operating under the UK-based parent company, easyGroup, which also managed easyJet airlines and easyEverything, a chain of Internet shops. Stelios, chairman and owner of easyGroup, was a charismatic and wealthy entrepreneur known for his down to earth, “no frills” style that had come to exemplify the easy brand. After signing a deal with DaimlerChrysler to lease 5,000 of its Mercedes A-Class vehicles, Stelios entered the rental car business with the goal of offering rates as low as #9 per day. He decided to launch easyRentacar because he believed that established players in the rental car business, such as Budget, Avis, and Hertz, had formed a cartel that fed off the corporate client. He aimed to provide a low-cost alternative for consumers who paid out of their own pockets. The easyRentacar case illustrates how Stelios has once again entered a new business with the goal of redefining the existing industry business model to add shattering value for the customer. Instructors should note that easyRentacar is the third case of a case series that includes easyJet 2000 (GM 873) and easyEverything, the Internet shop (GM 874).

Keywords

Industry Analysis, Internet, Car Rental

Settings

Europe
2000

Type

Published Sources

Available Languages

English

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This case study is part of a series

EasyEverything: The internet shop
EasyEverything: The internet shop (Abridged)
Www.easyrentacar.com

This case study is part of a series

EasyEverything: The internet shop
EasyEverything: The internet shop (Abridged)
Www.easyrentacar.com

EasyEverything: The internet shop

By Nirmalya Kumar and Brian Rogers
Case reference: IMD-3-0874 ©2000

Summary

By February 2000 easyEverything the first chain of large Internet cafés to be conceived anywhere in the world had already successfully launched 5 s...

Reference IMD-3-0874

Available Languages English

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EasyEverything: The internet shop (Abridged)

By Nirmalya Kumar and Brian Rogers
Case reference: IMD-3-0876 ©2000

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By February 2000 easyEverything the first chain of large Internet cafis to be conceived anywhere in the world had already successfully launched 5 s...

Reference IMD-3-0876

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Www.easyrentacar.com

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Case reference: IMD-3-0875 ©2000

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In April 2000, Stelios Haji-Ioannou launched easyRentacar, his latest Internet-based business. EasyRentacar was just one of several companies oper...

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