Product details

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Prize winner
Compact case
Case
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Reference no. IMD-3-0875
Published by: Institute for Management Development (IMD)
Originally published in: 2000
Version: 27.12.2002
Length: 3 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

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 manages 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 dominated by companies, such as Budget, Avis and Hertz, that 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 re-defining the existing industry business model to add shattering value for the customer. Instructors should note that easyRentacar is the third case in a series that includes ''easyJet: The Web''s Favourtie Airline'' (IMD-3-0873), and ''easyEverything: The Internet Shop'' (IMD-3-0874).
Location:
Industry:
Size:
100 employees
Other setting(s):
2000

About

Abstract

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 manages 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 dominated by companies, such as Budget, Avis and Hertz, that 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 re-defining the existing industry business model to add shattering value for the customer. Instructors should note that easyRentacar is the third case in a series that includes ''easyJet: The Web''s Favourtie Airline'' (IMD-3-0873), and ''easyEverything: The Internet Shop'' (IMD-3-0874).

Settings

Location:
Industry:
Size:
100 employees
Other setting(s):
2000

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