Enacting Project Goal/Strategy to improve the operations for the AVIS Car Rental Company

To improve the operations of the AVIS Car Rental Company the management will have to first attract, motivate and develop its employees. This is because internal partners tend to promote an internal orientation of customers (Ward and Dagger, 2007). Efforts must be made by the company management to ensure that their employee satisfaction and retention rates are high. This is because disgruntled employees in addition to high employee turnover can cost the company its customers. For external customers to be satisfied it is critical that the internal employees are first satisfied or else this could be a recipe for chaos (Day, 2000).

The development of the company’s long term strategies must include the personal preferences and values of the employees. This will make sure that the car rental company institutes a business culture that is disposed to the value system and personal preferences of the employees. This will in the long run augment the degree of internal satisfaction of customers. The successful formulation of the company’s long term strategic goals must be done within a setting that is made up of understanding, and trust that is supportive of employees team work and at the same time sustains decision making by the management (Day, 2000).

Since the satisfaction of employees greatly affects their attitudes which in turn impacts on their performance and relationship with the company’s external customers the continuous study on the company’s employees training needs and levels of satisfaction is critical if their motivational levels within the company are to be raised. How the employees eventually interact with the external customers will determine the success of the company.

After dealing with the internal customers it is important for the Avis car rental company to now strategise on how best they can directly satisfy the external customer this can be done by first looking for the best locations for their car rental business operations. The company management can first conduct a research on the kind of clientele that is highly available in the region and try to dig as much as possible into what their rival companies are doing to stay an edge ahead of the competition (Gary and Broderick, 2008).

The company should ensure that all their fleet of vehicles are insured this will enable them avoid setbacks such as their vehicles being detained by law enforcing agents. The best insurance cover and at the best price can only be obtained if the company management can take some time and shop around.

The company should also consider doing away with manual management systems and incorporating automated business systems in order to make their work more efficient to run. This is because the bulk of paper work involved in manual systems could lead to lots of confusion on which fleet of vehicles are outside and which ones are inside. Management of the invoices also becomes tedious with manual systems. Fleet management software would come in handy to ensure that the work is done with a lot of ease (Gary and Broderick, 2008). .

To ensure that the car rental company receives a respectable flow of customers it will also be critical for it to go online and enact a website. This is because most companies are now doing their business online and if the company does not follow suit it is likely to loss potential customers. Most people today are computer savvy and are thus involved in online shopping where they pay for goods and services in the convenient of their houses. The company will thus have to establish a fully developed online booking engine for its online customers with automatic notifications for the customers on their booking status which will end up saving lots of time.

The possible requirements for the functions/operations/constraints

The company’s rental branches must emphasise the submission of a formal assessment system to measure the quality of service delivered by employees. The company can also improve its internal delivery of service through creating and applying internal standards of service delivery. By so doing the company will be able to effortlessly satisfy its internal employees.

Staff meetings should be utilised as a forum for identifying and addressing the individual needs of employees. Employees individual complaints, recommendations and enquires must be strengthened so as to treat employees as customers. They can thus add value to their products through delivering to their business internal customers (Ward and Dagger, 2007).

It is important to also take time and reflect on the people operating the company’s business, the company’s vehicles, technology, customers and market rates then think about all possibilities. To have a better shot at success the company should become obsessed with numbers. The company management should take its time and go through each possible benchmark including: earnings, revenue per user, built reservations, car utilisation and the average rental rate. They should reflect on what they may have attained at this point in time in previous financial periods and strategise on the best way forward.

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References

Day GS (2000). Managing market relationships. Journal of Acad. Marketing. Sci.28(1): 24.

Gary T, Broderick A (2008). Relationship marketing Perspectives, Dimensions and Contexts. Berkshire: McGraw-Hill.

Ward T, Dagger TS (2007). The complexity of relationship marketing for service customers. Journal of Service Marketing. 21(4): 281-290.