MODEL BASED ON KEY PERFORMANCE INDICATORS FOR ASSESSING THE MARKET POSITION OF A COMPANY. CASE STUDY IN A CAR RENTAL COMPANY

The present paper is the result of a research approach realized on the Romanian car rental services` market. Beginning from the characteristics of this economic sector and from the activity`s specificities of the car rental companies, the present study intends to develop an evaluation model of the position on the competitive market of a Romanian company in the car rental industry, based on Key Performance Indicators and Balanced Scorecard. The research`s objectives reside in defining an indicators set depending on their importance and on the impact`s dimension over the organization`s competitive maturity level. The study`s result is the creation of an objective assessment instrument of the company`s rating on the car rental market.