Enterprise
BUS 611: Enterprise Rent-A-Car Case Questions
1. Rental car companies provide the use of a car for their customers, but what did Enterprise do to create a unique rental experience? How has Enterprise established a competitive advantage over its competitors?
All companies provide customers with a car to drive but Enterprise took a unique approach to the car renting experience. Although Enterprise is the largest and possible most well-known rental car company, they focused on giving each customer time and personal attention the way a small business would. This helped Enterprise get a large repeat customer base and also proves to be good for word of mouth advertising. They also offered the personalized “we’ll pick you up” campaign which made car rental more convenient for customers.
They also developed many services other than just a kiosk at the airport offering rental cars. Enterprise does offer airport rentals but it only makes up a fraction of their overall business. Enterprise focused on local offices located near residential communities where people would rent cars for special occasions such as family vacations and sporadic events. Enterprise was also able to form business relations with local automobile dealerships and body shops which allowed Enterprise to market to customers who needed transportation. These customers were having their vehicles fixed, but still needed a car and could not wait for theirs to be repaired. Enterprise was on site with representatives and cars available which allowed them to have first chance at getting the customers and decreased direct competition to these prospective car renters. Enterprise also negotiated with car insurance agencies and was allowed to have links on some insurer’s webpages. Many people look for convenience and if Enterprise is the first company presented to them, then they will not continue shopping, especially if their insurance company is paying the bill.
2. What assets did
1. Rental car companies provide the use of a car for their customers, but what did Enterprise do to create a unique rental experience? How has Enterprise established a competitive advantage over its competitors?
All companies provide customers with a car to drive but Enterprise took a unique approach to the car renting experience. Although Enterprise is the largest and possible most well-known rental car company, they focused on giving each customer time and personal attention the way a small business would. This helped Enterprise get a large repeat customer base and also proves to be good for word of mouth advertising. They also offered the personalized “we’ll pick you up” campaign which made car rental more convenient for customers.
They also developed many services other than just a kiosk at the airport offering rental cars. Enterprise does offer airport rentals but it only makes up a fraction of their overall business. Enterprise focused on local offices located near residential communities where people would rent cars for special occasions such as family vacations and sporadic events. Enterprise was also able to form business relations with local automobile dealerships and body shops which allowed Enterprise to market to customers who needed transportation. These customers were having their vehicles fixed, but still needed a car and could not wait for theirs to be repaired. Enterprise was on site with representatives and cars available which allowed them to have first chance at getting the customers and decreased direct competition to these prospective car renters. Enterprise also negotiated with car insurance agencies and was allowed to have links on some insurer’s webpages. Many people look for convenience and if Enterprise is the first company presented to them, then they will not continue shopping, especially if their insurance company is paying the bill.
2. What assets did