Essay about Enterprise Rent-a-Car Marketing Case Analysis

Words: 2706
Pages: 11
Open Document
Enterprise Rent-A-Car | Case # 1 |

Enterprise Rent-A-Car has started its operations in 1962 by establishing and successfully developing a new niche in the car renting industry. The business had strictly focused on replacing local citizens’ cars due to repairs. Later on Enterprise started to serve two additional segments, leisure & discretionally rentals and business rentals. Newly launched segments were successful; however the main focus of Enterprise continued to be the initial business stream – the Replacement Rentals. This business section takes up 78% of Enterprise’s resources, which enables the company to capture approximately 55% of the US replacement rentals market share. Yet, the total replacement Rent-A-Car …show more content…
Thus, prospects do not relate to Enterprise as the company that they will go to when they need to rent a car. Clearly, competitors have succeeded more in this activity. | Disunited stores | Empowered managers are faster and more adaptive to a wide range of situation. However, their freedom splits the company into independent businesses. This is a problem for a large company because each store sets its own pricing and chaotically enters into different markets. It leads to the resource allocation being harder and less efficient, furthermore the company slowly moves into different directions all at once. | Development of New Markets | The company’s initial success resulted from its single-minded focus on the replacement market. By entering into two new markets Enterprise is losing their initial focus, which can jeopardize their current success. There is a possibility of customers becoming confused about the company’s product line, and they can leave to the competitors. | External | | Opportunities | | Market Growth | Rent-A-Car industry is fast growing. Annual 10%-15% promises optimistic growth figures to Enterprise. | Political-Legal Environment | Insurance companies are legally required to cover the replacement costs of a car to its customers. It presented prosperous market to Enterprise. | Threats | | Competition | Large competitors from airport rent-a-car
Show More

Related Documents: Essay about Enterprise Rent-a-Car Marketing Case Analysis

Marketing and Company Essay

Individual Case Analysis Enterprise Rent – A – Car Executive Summary Enterprise Rent – A – Car is one of the largest players on the market today. This company has selected a specific target market, in which they have been outperforming all their competitors for many years. Unfortunately, other companies have noticed their success and decided to break into their market to achieve a part of the market share, hence their revenues. In addition…

Words 2944 - Pages 12

Employabiliy Skills 1309451 Essay

and purpose of soft skills of manger 2.4 Job demand 2.4.1 Primary purpose 2.4.2Key accountabilities 2.4.2.1 Responsibility 2.4.3 Duties 2.4.4 Position requirements 2.4.5 Internal contacts 2.5 Organizational environment 2.5.1 Introduction of Enterprise rent a car 2.5.2 Organisation culture 3.0 Application process 3.1 Definition 3.1.1 Steps in application process 3.1.2 Benefits of each step 3.1.3 Disadvantages of each step 4.0 Suitability 4.1Brief theory-Myers and Briggs personality 4.2.1 Knowledge 4…

Words 6367 - Pages 26

Essay on Business Plan for Food Delivery

to the idea 2d) Target market/ market opportunities 2e) The competition 3 Marketing 3a) Marketing policy 3b) Marketing policy 3c) Selling activities 4 Production 4a) The logistics 4b) Production capacity 4c) Suppliers 4d) Contingency 4e) Health regulations 5 Ownership 5a) Structure 5b) Employees 6 Finance 6a) Projected Profit and Loss account for the first two years 6b) Break Even Analysis 6c) Cash Flow forecast – Assumptions 6d) Cash flow forecast for the first year’s…

Words 3397 - Pages 14

Final Marketing Plan Team Assignment Essay

Final Marketing Plan, Team B By: Rosalee Smith Redden, Barbara Matthews, Stephanie Taylor, Constance Punch MKT/421 February 16, 2015 Frederick Beiermeister Every product or service has something unique about it, a type of appeal that raises great interest from many consumers. In the case of the electric bike, the appeal can include environmental benefits, as well as recreational benefits. Within any company, there is always a target market to ensure the success of any given product. For…

Words 5893 - Pages 24

Entrepreneur Essay

Konstantina Kostadinova L0003SIBSIB1114 London School of Commerce MBA Semester 1 “The role of uncertainty and imperfect information is crucial for the view of the role of the entrepreneur by Shackle”Deakins, D and freel, M, 2012, p.11 Critical Analysis CONTENTS: 1. Introduction………………………………………………………… p. 2 2. What is the view of entrepreneur? ……….…………… p. 3. The role of uncertainty for the entrepreneur ... p. 4. Imperfect information–crucial for the view of entrepreneur…

Words 5328 - Pages 22

MM MBA Essay

Abstract EC Car is the first very brand which purely focusing on electrical cars with new trends and features in the Automobile industry. EC car is the new company launching its product in to market. It is a start-up company which need to be known in the market. This marketing plan has been designed to help EC car to gain its market share, brand awareness, brand loyalty and profits. This plan has been divided in three main parts with detailed data and analysis which will help company to understand…

Words 5099 - Pages 21

Essay on General Motors Analysis

Motors Analysis I. Executive Summary II. Company Overview and History III. Analysis of External Environment a. Analysis of the General Environment b. Analysis of the Competitive Environment i. Dominant Economic Characteristics of the Industry Environment 1. Market size and growth rate 2. Number and sizes of competitors 3. Stage in the industry life cycle ii. Strategic Group Analysis…

Words 8279 - Pages 34

Marketing Plan for Emirates Airline Essay

to Writing a Killer Marketing Plan Written by: Steven Fisher Confidential ©2009 Network Solutions, LLC Purpose of this book You are either someone that has been doing marketing as a part of your professional career or you look at as that “thing you do to promote your business and attract customers to buy”. Regardless of where you are along that spectrum, you have arrived here because you have been charged by the CEO of the startup you work for to write a marketing plan for your business…

Words 8804 - Pages 36

Business and City Car Club Essay

Enterprise Lawrence Page Business: the purchase and sale of goods in an attempt to make a profit. Enterprise: describes the actions of someone who shows some initiativeby taking arisk, ofinvesting and running a business. Entrepreneur: a person who sets up a business or businesses, taking on financial risks in the hope of profit. Famous For:Co-founder of Google Professions: Internet Entrepreneur, computer scientist and business person High School Attended: East Lansing High…

Words 4396 - Pages 18

Cost Minimization, Differentiation and Focus of Mcdonalds Essay

MODULE: STRATEGIC MANAGEMENT ASSIGNMENT TITLE: STAKEHOLDERS AND STRATEGIC DIRECTION JUNE 2013 1. Introduction 2. Company profile 3. Stakeholders 4. Stakeholder analysis 5. Corporate strategy 6. Business strategy 7. Functional strategy 8. Operational strategy 9. Strategy and stakeholders 10. Conclusion 11. References 12. Appendix 1. Introduction For any business, becoming and staying the market leader is a huge task, even for household…

Words 2936 - Pages 12