Case Study essay paper
Case Study
Professor Frances X. Frei and Research Associate Hanna Rodriguez-Farrar prepared this case. This case was developed from published sources and certain details have been disguised. HBS cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. Copyright © 2005 President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call 1-800-545-7685, write Harvard Business School Publishing, Boston, MA 02163, or go to Case Studyhttp://www.hbsp.harvard.edu. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of Harvard Business School.
F R A N C E S X . F R E I
Zipcar: Influencing Customer BehaviorCase Study
Anita Karr frantically gathered everything she needed for her road trip: water, her favorite “mix” CD from Javier (the ex-boyfriend), ear plugs. After years as a struggling musician her sister was making her debut as the new drummer for No Bags to Check, a performance art/hard rock band that was gaining momentum on the East Coast college circuit. The venue for this breakthrough in her sister’s career was Lupo’s in Providence, Rhode Island and Karr had to be there.Case Study
Living in Cambridge a car hadn’t been necessary; most of the places she needed to visit on a daily basis were within walking distance of Karr’s Valentine Street apartment. To visit her sister across the river, grocery shop, and run errands Karr relied on Zipcar, which she had signed up for a year ago rather than continue to pay for parking, car insurance, and gas. For tonight’s trip she had reserved weeks ago, using Zipcar’s convenient online reservation system, a VW Jetta Jericho. It was 3:30 pm. Karr was scheduled to pick up the Jetta at 4:00 pm, her sister by 4:30 pm, and arrive at Lupo’s by 6:00 pm. Both she and her sister had figured that this was more than enough time to get to Boston from Cambridge, load the drums, and make Providence by the appointed hour. Karr made one final sweep of her belongings—she couldn’t find Javier’s Best of Bob Dylan CD, which she had conveniently forgotten to return—then gathered her bags and headed for the Charles Hotel where she expected theCase Study Jetta Jericho to be gassed up and ready to go.
In Brookline Sal Fishman glanced nervously at his Iron Man-branded “expedition” watch as 3:30 pm approached. He was confident that the watch had helped him communicate vitality and focus during his two-hour interview with representatives of the Simon Property Group, owner of the Chestnut Hill Mall. Fishman had been advised that the introductory interview would last no more than an hour. But to his considerable surprise he had been asked to stay beyond the one-hour time frame. The interview was going well and everyone, himself included, seemed to be having a good time. Fishman had hedged his bets when he reserved the Zipcar for this interview. He had picked up the Jetta at 1:00 pm for the 2:00 pm interview and expected to return it by 3:30 pm. But with the interview progressing well beyond the designated time Fishman found himself in a difficult position regarding the car.Case Study
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605-054 Zipcar: Influencing Customer Behavior
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Zipcar Service
Zipcar was a car-sharing service. Members, who paid annual fees to participate and were assessed usage fees, based on time and mileage, monthly, were provided common use of the service’s vehicles independently of one another. Started in Boston in 1999, the company had expanded to 21 cities and owned more than 400 cars. (Exhibit 1 lists Zipcar locations as of 2004.)Case Study
By January 2005 Zipcar had 30,000 registered members, the largest active membership base of any car-sharing service in the United States.1 On average 1,500 new members joined monthly. Growth in 2004 was fueled by numerous partnerships forged between Zipcar and universities. Tufts, for example, had partnered with Zipcar to provide two fuel-efficient cars to its Medford campus and negotiated a reduced membership fee for students. The administration provided deposits and parking spaces for the cars. The partnership had originated in May 2003, reflecting a pledge by President Bacow that Tufts would strive to achieve environmental goals.2
Zipcar had positioned its service as a low-cost alternative to car rental and ownership (see Exhibit 2). Recently, it had expanded its vehicle fleet to include luxury cars and SUVs. In Boston a BMW 325i rented for $12.50 per hour, a Honda Civic for $8.50 per hour. (Exhibit 3 lists a selection of vehicles available in Boston’s Back Bay with associated rates.)Case Study
Tara Diab, a typical Zipcar customer, had sold her truck and motorcycle and had no plans to replace them. Although she drove a van for work, Diab not infrequently took recourse to one of Zipcar’s BMW 325is. “It’s way cheaper,” she explained, adding: “Besides, nobody wants to go on a date in a work van.”3
Members signed up for the service online. Initial fees included $25 to cover a driver’s license check and a refundable $100 deposit. Annual membership fees ranged from $50-$250 depending on the plan type. (Exhibit 4 describes the plans available to Boston residents.) Rental periods could be as short as a few hours or as long as a few days. (Exhibit 5 details daily and hourly usage fees by region.) Every reservation included 125 free miles; beyond that $0.20 per mile was charged to cover gas. (Exhibit 6 presents a company explanation of how Zipcar works.)Case Study
Members could either call or go online to reserve a car. Reservations could be made as much as a year in advance or minutes before a car was needed. Each car was provided with a permanent parking location and a name that indicated the make and model, for example, Toyota Matrix Myrna, Ford Focus Freddie, VW Jetta Jakarta, and Toyota Prius Pascale. Members were provided with a Zipcard that unlocked their preferred vehicle and provided access to the keys locked inside.4 A member who made a reservation simply went to the location of the reserved car and swiped the Zipcard over the transponder in the windshield.Case Study
Insurance was included in the usage fees for Zipcars and members were responsible for filling the gas tank when the gauge registered a quarter or less using a declining balance card kept with the vehicle. Zipcar provided routine maintenance for the cars and members who washed their cars were reimbursed up to $15 and given a free hour of use. In the event of a breakdown or accident the member was required to telephone the company as soon as possible. Members paid tolls and parking 1 The only major competition in the car-sharing service business was Seattle-based Flexcar. In 2004, the only city in which both Flexcar and Zipcar operated was Washington, D.C.
2 “Tufts U.: Tufts U. students offered Zipcar discount,” U-Wire, October 15, 2004.
3 Marc Daniel, “Car-Sharing Allows Marriage of Utility, Luxury,” Boston Globe, November 7, 2004, B7.Case Study
4 Theft of Zipcars was prevented by integrating the ignition system with the sensor that unlocked the door.
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Zipcar: Influencing Customer Behavior 605-054
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tickets and were responsible for returning the Zipcar to its designated parking location at the end of the reservation.
Should He Stay or Should He Go?
Karr gasped when she arrived at the Charles Hotel Zipcar parking space and found no car. She anxiously called her sister to let her know that she was on the way, and then called Zipcar hoping to track the car down. She knew she had included some extra time in her planning, but that time was running out. With no backup plan for getting to Providence, Karr listened nervously as the telephone rang at Zipcar headquarters.Case Study
Fishman excused himself from his interviewers to call Zipcar from his GPS-enabled 3G cell phone and extend his reservation. The phone was ringing when one of the interviewers stepped out and waved Fishman back to the room. Before Zipcar could pick up the line Fishman hung up. He walked back down the hall, debating whether he should continue the interview or schedule another time so that he could return the car.
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605-054 Zipcar: Influencing Customer Behavior
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Exhibit 1 Zipcar Locations and Numbers of Cars in 2004
State City/Neighborhood Number of Cars Massachusetts Alston/Brighton 10 Boston-Back Bay 22 Boston-Beacon Hill/West End 13 Boston-Fenway/Longwood 13 Boston-Financial District/Seaport 13 Boston-North End 13 Boston-South End 19 Brookline 21 Cambridge-Central 30 Cambridge-East & Kendall 10 Cambridge-West & North 12 Charlestown 1 Dorchester 1 Jamaica Plain 11 Medford 2 Somerville 15 South Boston 6 Wellesley College 2 New York Brooklyn-Cobble Hill 1 Brooklyn-Downtown 1 Brooklyn-Dumbo 1 Brooklyn Heights 2 Brooklyn-Park Slope 6 Brooklyn-Prospect Heights 2 Long Island City 1 Manhattan-Lower 25 Manhattan-Midtown 33 Manhattan-Upper East 14 Manhattan-Upper West 18 New Jersey Hoboken 4 Metro North 3 Princeton 2 North Carolina UNC Chapel Hill 4
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Zipcar: Influencing Customer Behavior 605-054
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Exhibit 1 Zipcar Locations and Numbers of Cars in 2004 (continued)
State City/Neighborhood Number of Cars Washington, DC Adams Morgan 19 American University/Tenley 4 Capitol Hill 10 Cathedral Heights/Glover Park 4 Catholic University/Brookland 1 Cleveland Park 5 Columbia Heights/Mount Pleasant 12 Downtown 7 Dupont Circle 18 Farragut Square 2 GWU/Foggy Bottom 8 Georgetown 4 Howard University/Shaw 9 Logan/Thomas Circle 10 U Street 3 Van Ness 6 Woodley Park 4 Maryland Silver Spring 3 Takoma Park 3 Greenbelt 2 Virginia Alexandria 1 Arlington North 11 Arlington South 2
Source: Compiled from company web site.
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605-054 Zipcar: Influencing Customer Behavior
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Exhibit 2 How Zipcar Compares to Car Rental and Car Ownership
Source: Zipcar web site.
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Zipcar: Influencing Customer Behavior 605-054
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Exhibit 3 A Selection of Boston Back Bay Zipcars
Car Name Daily Price Hourly Price Civic Cullen $65.00 $8.50 MINI Mojito $70.00 $9.50 Escape Edith $75.00 $10.50 BMW 325 Bethany $90.00 $12.50
Source: Compiled from company web site, December 2004.
Exhibit 4 Zipcar Boston Plans
Occasional Driving Plan Members paid an initial $25 application processing fee, a $50 annual fee, and hourly and/or daily usage fees. Gas, parking, insurance, and maintenance were included in all reservations. Credit card information was maintained on file and the card automatically charged after each reservation.
Extra 50 Members paid an initial $25 application processing fee, pre-paid a $50 monthly fee, and received a 10% discount on each month’s driving. Usage in excess of the $50 monthly fee was charged at the prevailing rates. This was a “use it or lose it” plan, meaning that any balance remaining from the $50 monthly fee did not roll over to the next month.
Extra 75 Members paid an initial $25 application processing fee, pre-paid a $75 monthly fee, and received a 10% discount on each month’s driving. Usage in excess of the $75 monthly fee was charged at the prevailing rates less a 10% discount. Any balance remaining from the $75 monthly fee was rolled over to the next month.
Source: Compiled from company web site, December 2004.
Exhibit 5 Zipcar Pricing by Region
Daily Price Range Hourly Price Range Massachusetts $60-$90 $8.50-$12.50 North Carolina $55 $5.00 Washington, DC $59-$89 $8.50-$12.50 Maryland $59 $8.50 Virginia $59-$69 $8.50-$10.50
New York/New Jersey Pricing
M-F Daily Price Range M-F Hourly Price Range S-S Daily Price Range S-S Hourly Price Range
$65.00-$100.00 $8.50-$12.00 $65.00-$130.00 $8.50-$16.00
Source: Compiled from company web site, December 2004.
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605-054 Zipcar: Influencing Customer Behavior
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Exhibit 6 How Zipcar Works (Screen Shot from Web Site)
Source: Company web site.
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De gemaakte PDF-documenten kunnen worden geopend met Acrobat en Adobe Reader 5.0 en hoger.) /NOR <FEFF004200720075006b00200064006900730073006500200069006e006e007300740069006c006c0069006e00670065006e0065002000740069006c002000e50020006f0070007000720065007400740065002000410064006f006200650020005000440046002d0064006f006b0075006d0065006e00740065007200200073006f006d002000650072002000650067006e0065007400200066006f00720020007000e5006c006900740065006c006900670020007600690073006e0069006e00670020006f00670020007500740073006b007200690066007400200061007600200066006f0072007200650074006e0069006e006700730064006f006b0075006d0065006e007400650072002e0020005000440046002d0064006f006b0075006d0065006e00740065006e00650020006b0061006e002000e50070006e00650073002000690020004100630072006f00620061007400200065006c006c00650072002000410064006f00620065002000520065006100640065007200200035002e003000200065006c006c00650072002e> /PTB <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> /SUO <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> /SVE <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> /ENU () >> >> setdistillerparams << /HWResolution [600 600] /PageSize [612.000 792.000] >> setpagedevice
