Describes the European car rental industry and patterns of competition in the eighties. The focus is on Swan National, the second largest car rental firm in the U.K., which wants to become an international player. It considers acquiring a master franchise from Dollar - Rent A Car of the U.S. to take on the major U.S. car rental firms in Europe.
To study the pricing of franchises (ie. forecasting income streams, negotiation of the franchise). Other objectives are understanding industry profitability, network effects and their impact on competitive advantage, customer turnover, critical mass, etc.