Browsing by Author "Kotro, Eemeli"

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Preserving market dominance: tactics for global car rental giants amidst growing local peer-to-peer carsharing in Estonia
(2024) Kotro, Eemeli
School of Business | Bachelor's thesis
Objectives The main objective of this study was to explore the competitive environment of the Estonian car rental industry through the perspective of global car rental giants as well as peer-to-peer carsharing platforms. The study aims to investigate strategies global car rental giants utilize to defend their market position against the growing threat of peer-to-peer carsharing. Summary Qualitative data as well as the theoretical framework of three generic strategies show car rental giants facing increased competition from the peer-to-peer carsharing platforms in Estonia While global car rental giants are able to defend their market position in the short term, in the long run more drastic changes might be needed in order for the rentals to maintain their market share. As carsharing platforms are able to offer lower prices compared to car rentals, other factors such as brand image or innovation will play an ever-growing role in safeguarding the market share of car rentals. Conclusions The research shows the changing dynamics of the car rental industry in Estonia while presenting the challenges and opportunities of both car rental giants as well as peer-to-peer carsharing companies. The results of the study can aid in strategizing for companies in the industry.