Minot State University Avis is a car rental company that has a strong brand identity that is known throughout the world. It originated in the United States, with the tagline of ‘We try harder’. This is the promise that Avis constantly tries to achieve, in terms of going the ‘extra mile’ for its customers. Avis started its operation in Singapore in 1972. Throughout the 1970s, Avis grew steadily in Singapore and in the rest of Asia, with other operations being launched in neighbouring countries. As of today, Avis has opened a total of four operations in Singapore (refer to figure 1.1) — one headquartered in Havelock Road (within the central business district fringe), and three service booths that are in the terminals within Changi International Airport.
FIGURE 1.1 Avis car rental locations in Singapore
Source: Adapted from Worldatlas.com (2010).
Avis has been placed second internationally and fifth in the Singapore market. Avis stands out, with strong performance in pricing, order-taking, billing and payment processing. Exceptional supplementary services have made Avis a preferred brand. The top five car rental companies in
Singapore totalled 46 per cent market share in 2007, which was a result of their premium pricing (Euromonitor International 2010). As shown in figure 1.2, Comfort Delgro was the leading company in car rentals in 2007, with 18.1 per cent market share, followed by Orix Corporation with 12.4 per cent market share. Hertz was the third major player with market share of 5.7 per cent. It was followed by a local car rental company, C & P Rent-A-Car, which had market share of 5.2 per cent. Avis was the fifth biggest player in the Singapore car rental industry, with market share of 4.4 per cent. Singapore is just a small country (the second smallest country in Asia) — it has a land area of 699.1 square kilometres and 193 kilometres of coastline...