Marketing Research Plan Proposal U Drive Transport
Kaplan University, MT219 Marketing
Professor Kathryn Kelly
Marketing Research Plan Proposal
U Drive Transport (UDT) is headquartered in Chicago and is a car sharing business located in over 20 major city centers and employees over 500 people. UDT serves densely populated urban areas where consumers tend to feel burdened by owning a vehicle. Consumers are able to subscribe to UDT on a yearly basis, anywhere from 2-80 hours per month, or consumers can rent a car for a 2 hour minimum, a day, a week, or a month. UDT has dominated the US market as the premier car sharing business and is looking to expand into the global market. Purpose Statement
Conducting secondary research, UDT marketing team has identified great growth potential in the global marketplace. They have also learned there is a way to create partnerships in other parts of the city, have electric or gas vehicles used in the northern hemisphere, place solar and electrical cars in Florida, Arizona, and California, and they can expand the number of recharging stations for their vehicles. The purpose of this marketing research plan proposal is to present the opportunities for collecting and analyzing data that will help UDT determine if they need to make an investment in the global marketplace (Lamb et al., 2014). Marketing Research Process
The marketing research will help UDT’s business strategy, determine a market segment, and improve operations. Upon approval by Jenna, Marketing Manager, and Karl, Automotive Maintenance and Information Technology, this marketing research project will get a final budget and implementation. The proposal can then be implemented into the global market within one to two years. Research Questions
The following questions will inform UDT whether or not it would be a good investment to move into the global marketplace. 1. What international location would result in growth potential for UDT? 2. Would there be enough demand for UDT should another car sharing company be in the same marketplace? 3. What are the demographics of the location and are they feasible to support such a company?
Planning the Research Design
The majority of UDT’s market research will be done with secondary data, and a suggestion of using a primary data source to help define more of UDT’s market.
Secondary Data. This source of data will be collected from government departments and agencies, and also competition in the car sharing market. The secondary data will be used to assist in answering the research questions. Market research information was done on two car sharing businesses currently operating in the US and globally, they are: Zipcar and Enterprise.
Location & Demographics. UDT should look to the Western Hemisphere of Ottawa, Canada to expand its car sharing program. Ottawa has a population of 870,250 people and has approximately two-thirds of the population of the greater Ottawa-Gatineau area for a combined total of 1,282,500 people. Ottawa’s population continues to grow faster than Ontario or Canada. A competitor of UDT, Zipcar, currently has a strong market placement in Vancouver, and Toronto which would make it more difficult to get a piece of the market. Ottawa has 4 different post-secondary institutions where the car sharing program could work. Ottawa is also experiencing a significant amount of immigrants who are attracted to the area of high-paying professional jobs or post-secondary studies. Ottawa has over one hundred thousand Federal Government employees, where if UDT were able to create a partnership with them there would be a large growth potential. They are also the cleanest city in the world which would help to convey UDT’s strength of environmentally friendly. This city could also assist UDT in getting a share of the French market later on as 15% of the population speaks French. The Canadian Magazine, MoneySense...
References: Canada Mortagage and Housing Corporation. Retrieved on November 23, 2014 from http://www.cmhc-schl.gc.ca/en/co/buho/sune/sune_005.cfm#CP_JUMP_98152
Enterprise Car Share. Retrieved on November 20, 2014 from http://www.enterprisecarshare.com/
Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: South-Western, Cengage.
Livingin-canada. Retrieved on November 23, 2014 from http://www.livingin-canada.com/living-in-ottawa.html
Ottawa Canada. Retrieved on November 23, 2014 from http://ottawa.ca/en
Zipcar. Retrieved on November 20, 2014 from http://www.zipcar.com/
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