Enterprise Rent A Car

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Enterprise Rent-A-Car, was founded by Jack Taylor in 1957 in a basement of a Missouri Cadillac dealership with only seven cars. Today, Enterprise has more than 800,000 vehicles and nearly 7,000 locations. Their main business activity is to provide rental vehicles to customers. This privately owned company, what is known to be America’s #1-car rental company, has dedicated themselves to creating the best customer service throughout their service line in addition to being successful in the industry (Kazanjian, 2007). As stated by Weinstein, “Enterprise offers an excellent opportunity to explore the nature in which customer demand initiates organizational response, which in turn leads to organizational progress” (Weinstein, 2012).
This case study will be based on analyzing Enterprise Rent-A-Car using the Customer-Value Funnel (CVF). According to McFarlene, the Customer Value Funnel (CVF) “serves as both a strategic and diagnostic tool for understanding an organizations current business environment and contexts and the important factors and actors that shape customer value design, creation, and delivery” (McFarlene, 2013). With this funnel, the macro environment and microenvironment (Level I & II) will be reviewed, and Enterprise will be evaluated on their capability and the prospects to deliver customer superior value (Weinstein, 2012).
The value drivers as described by Weinstein for the two levels mentioned above of the Customer Value Funnel that will be analyzed are society values (level I): Society, Demographics, Economic, Natural/Physical, Political/ Legal, and Technological and Suppliers, partners, competitors, and regulator value (level II) (Weinstein, 2012).

Macroenvironmental Analysis (The Global Business Community)
The macroenvironment is described as the external and uncontrollable factors that influence an organizations decision-making, and affects its performance and strategies. The factors this case describes are: Society/Subcultures,



References: “Enterprise Rent-A-Car,” (2012). Retrieved from: http://armsautosuite.com/. Hart, A. (2011). Shared Value & Partnerships: The Makings of a Collaborative Economy. Retrieved from: http://www.triplepundit.com/2011/11/shared-value-partnerships-makings-collaborative-economy/ Kazanjian, K. (2007). Exceeding Customer Expectations: What Enterprise, America’s #1 Car Rental Company, Can Teach You About Creating Lifetime Customers (First Edition). New York: Crown Business. McFarlane, Donovan A. (2013). "The Strategic Importance of Customer Value," Atlantic Marketing Journal: Vol. 2: Iss. 1, Article 5. Weinstein, A. (2012). Superior Customer Value: Strategies for Winning and Retaining Customers (Third edition). Boca Raton, Florida: CRC Press-Francis & Taylor Group.

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