Samenvatting

This report is written for Rebel Lease. Rebel Lease is a car leasing company located in Leiderdorp. Rebel Lease is part of HuurMij Mobiliteit. HuurMij Mobility includes: HuurMij, Super Short Lease and Lease Rebel. HuurMij is for day rental, Super short lease for short car lease and Rebel Lease for car lease from 2 years. Rebel Lease has been in existence for 5 years and has experienced tremendous growth in that period. Despite the enormous growth in the first years, is Rebel Lease now having difficulties concluding new contracts. The industry in which Rebel Lease operates is extremely competitive, which makes it very difficult to attract new customers. Rebel Lease focuses on providing the best service, they cannot offer the best prices due to company size. In order to convince customers to conclude a contract with Rebel Lease, research has been done into customer needs. the needs of customers are looked at and whether they match the current value proposition. The main question of this report is:
‘How can Rebel Lease better align its value proposition with the customer needs?’
The purpose of the investigation is to make recommendations to the Rebel Lease management for the policy to improve the number of lease contracts. This is done by providing insight into the difference between the desired and actual situation with regard to the influence of customer needs and the competitive offer on the formulation of the value proposition.