MARKET EXPANSION PLAN

STRATEGIC INITIATIVE PLAN – PART 2

CRYSTAL PERKINS
GRAND CANYON UNIVERSITY – MGT-660
JANUARY 9TH, 2019
ENVIRONMENTAL SCAN RESULTS
“ENVIRONMENTAL SCANNING IS THE ONGOING TRACKING OF TRENDS AND
OCCURRENCES IN AN ORGANIZATION’S INTERNAL AND EXTERNAL ENVIRONMENT
THAT BEAR ON ITS SUCCESS, CURRENTLY AND IN THE FUTURE” (FORDHAM
UNIVERSITY, N.D.).

THE INDUSTRY OF CAR SERVICES FOR PRIVATE AVIATION GUESTS IS VERY ELITE.
VALUE IS DETERMINED BY:
QUALITY OF VEHICLE, SIMPLICITY OF RESERVING, QUALITY OF SERVICE, AND COST
OF SERVICE
 Internal factors to be considered: budgeting
for fleet, cost of maintenance, liability of
vehicles on road with consumers in unit,
Culture, operations procedure for booking
and service, marketing, and personnel need
ENVIRONMENTAL
SCAN RESULTS
External Factors to be considered: Time of
year at location to correlate with demand
of service, competitors, traffic at airport,
and geographical service area.
 BASED ON THE ENVIRONMENTAL SCAN, THE VENTURE FOR
GO RENTALS TO EXPAND INTO THE MARKET OF ELITE CAR
AND DRIVER SERVICES IS STILL WISE. THE ENVIRONMENTAL
SCAN SUPPORTS THE NEW MARKET EXPANSION AND
IDENTIFIED THE FOLLOWING ISSUES TO ADDRESS WHEN
CREATING THE STRATEGIC INITIATIVE PLAN:
• NO CURRENT MARKETING DEPARTMENT
KEY ISSUES • FLEET DETERMINATION – FLEETING TO DEMAND
• SCOPE OF SERVICE, HOURS OF OPERATION, LENGTH OF
SERVICE, MAXIMUM DISTANCE FROM SERVICE
ORIGINATION
PRELIMINARY 1. RESEARCH THE MARKET AT THE CORPORATE OFFICE IN NEWPORT BEACH
(SNA AIRPORT) AND AT THE SCOTTSDALE OFFICE (SDL AIRPORT) TO
DETERMINE THE NEED FOR CAR AND DRIVER SERVICE, BUSIEST TIMES OF
STRATEGIC OPERATION, TYPICAL COSTS OF SERVICE AT SPECIFIC LOCATION, AND
TYPICAL DISTANCE/LENGTH OF EACH RESERVATION.

INITIATIVE 2. DEVELOP SPECIALIZED TEAM OF EMPLOYEES TO MANAGE THE NEW MARKET

EXTENSION PLAN – BOOKING, HIRING, FLEETING, COMMUNICATIONS, AND

PLAN 3.
MARKETING
BEGIN SPEAKING WITH FIXED BASED OPERATION (FBO) ON THE AIRFIELD
AND BOOKING CAR AND DRIVER SERVICE. HIRE 2 DRIVERS AND UTILIZE THE
FLEET ALREADY AT LOCATION FROM THE RENTAL VEHICLES AVAILABLE.
4. ONCE DEMAND IS IDENTIFIED, ADD ADDITIONAL FLEETING TO MEET
DEMAND OF BOTH RENTAL CAR MARKET AND DRIVER SERVICE MARKET.
 GO RENTALS CULTURE
SMILE AND SHINE

THE ”GO” CULTURE IS ALREADY ESTABLISHED WITHIN THE TARGET MARKET FOR
THE NEW EXPANSION. CEO KAYE GITIBIN HAS WANTED TO VENTURE INTO THE
DRIVER SERVICE INDUSTRY FOR A WHILE BECAUSE THE SERVICE WILL “INCREASE
EACH LOCATION’S MARKET SHARE OF THE GUESTS WHO FLY IN” (GITIBIN, 2020).

WHILE THE SERVICE WILL EVENTUALLY NEED IT’S OWN TEAM AND UNITS, THE
INITIATIVE CAN BEGIN WITH VETERAN GO EMPLOYEES WHOM ALREADY KNOW
THE CULTURE AND LEVEL OF SERVICE DESIRED BY CONSUMERS – THE ABOVE AND
BEYOND MENTALITY.
 REFERENCES

• Forbes. (2019). The Forbes travel guide: 2019 Brand officials. Retrieved from:
https://www.Forbestravelguide.Com/brand-officials\
• Fordam University. (n.d). Conducting an environmental scan. Retrieved from:
https://www.fordham.edu/info/26625/conducting_an_environmental_scan
• Gish, L. (2020, January 5). Personal interview.
• Gitibin, K. (2020, January 5). Personal interview
• Go Rentals. (2019). About use. Retrieved from: https://www.Gorentals.Com/about/
 APPENDIX – EXTERNAL ASSESSMENT TOOLS

• SWOT
• STRENGTHS – MANAGEMENT, FINANCE/ACCOUNTING, HUMAN RESOURCES, MARKET SHARE WITH
CURRENT OFFERINGS, CONSUMER RETURN, ELITE FLEET WITH ALL LESS THAN 20,000 MILES AND
NEW, SERVICE, COMPETITIVE BUT REASONABLE PRICING, SERVICE PERSONALIZATION
• WEAKNESSES – MARKETING, MARKET SHARE LOST TO OTHER SERVICES ON THE AIRFIELD, HOURS OF
OPERATION TO HAVE A DRIVER ON SITE, CAN BE PERCEIVED TOO EXPENSIVE,
• OPPORTUNITIES – EXPAND INTO OTHER MARKET WITHIN THE SAME PRIVATE AVIATION NICHE,
PROVIDE SERVICE WITH A DETAILED VEHICLE AND ONE OF A KIND SERVICE WHICH IS UNSEEN
• THREATS – COMPETITION WHO IS ALREADY ESTABLISHED ON AIRFIELD, UBER X – BLACK CAR
SERVICE,
 APPENDIX – KPI’S

• KPI’S – RATE OF RETURN ON CONSUMERS, CONSUMER SATISFACTION, PROFITABILITY, BUDGET

VARIANCE, AND SERVICE DELIVERY.
• KPI TRACK PERFORMANCE OVER TIME – FOR THAT REASON, WITH THE NEW SERVICE GO
RENTALS WILL NEED TO USE TOOLS JUST AS SURVEYS, BALANCE SHEETS, AND CHARTS IN
ORDER TO ENABLE THE PROPER ANALYSIS AND SHARING FOR INFORMATION. KPI’S ARE
INVALUABLE FOR CAPTURING THE SUCCESS AND THE PRODUCTIVITY OF ANY PROJECT –
WORK NEEDS TO BE MANAGED AND MEASURED IN ORDER TO DETERMINE SUCCESS. KPI’S CAN
ONLY BE USED IF THERE IS A DESIRED OUTCOME OR GOAL.