Figure 1.1 - Alison Stein Wellner (2007). NOTHING BUT GREEN SKIES
Enterprise Rent-a-Car (Enterprise) is the largest rental car company in North America with more than 65,000 employees across five different countries. Enterprise is a big company that has the approach and feel of a small business. Its mission is to “fulfill the automotive and commercial truck rental, leasing, car sales and related needs of our customers and, in doing so, exceed their expectations for service, quality and value.” (Enterprise Rent-a-Car, 2007) Enterprise strategy to achieve and fulfill its mission started by Jack Taylor’s simple philosophy: “Take care of your customers and employees first, and profits will follow.”
The key elements of Enterprise Strategy are:
Strive to earn customers’ long-term loyalty by working to deliver more than promised, being honest and fair to provide exceptional personalized service that creates a pleasing business experience.
Motivation of its employees to provide exceptional services to their customers by supporting their development, providing opportunities for personal growth and fairly compensating them for their successes and achievements.
Promotion of managers from within who will serve as examples of success for others to follow.
In a nutshell, Enterprise’s strategy is to satisfy its customers and motivate its employees to achieve growth and long-term profitability.
Its business model is to hire smart, motivated individuals and teach them to run a business by delivering exceptional customer service. Delivering exceptional customer service results in completely satisfied customers and satisfied customers will continue to do business with Enterprise and even tell others about the company, which results in business growth at each of its local operations. As the business growth, Enterprise’s strategy is to open more branches and create new opportunities for its employees. And finally, as employees advance
References: Thomson, Strickland & Gamble (2008). Crafting & Executing Strategy, sixteenth edition. McGraw Hill. About Us (2008). Enterprise Rent-a-Car. http://aboutus.enterprise.com/index.html INTERNATIONAL: CASE STUDY - Enterprise Rent-A-Car. (2008, February). Employee Benefits,S10. Retrieved May 21, 2008, from ABI/INFORM Global database. (Document ID: 1426937171). Alison Stein Wellner (2007, November). NOTHING BUT GREEN SKIES. Inc, 29(11), 115-120. Retrieved May 21, 2008, from ABI/INFORM Global database. (Document ID: 1381403071).