Enterprise
...e or just didn’t want to make the extra miles on their car. In other words, they wanted to make rent-a-car available for people who taught their car is not for all occasions. 2) Who are Enterprise’s competitors, and what is the nature of competition in its markets? Some of Enterprise’s competitors are; Hertz, Avis, Budget, Thrifty, National and Alamo. Besides the big public companies they have the smaller businesses as their competitors. Enterprise competes with those markets that resemble them the most. In the “home-city” market they are head of the competition because most of the big companies are targeting the airport service market but in the airport market share, they have powerful competitors. 3) Which of Porter’s and Treacy and Wiersema’s competitive strategies has Enterprise pursued? What is its competitive position? Porter suggested three winning strategies. These are: Overall cost leadership: In this strategy the company tries to achieve the lowest production and distribution cost. Low cost keeps the price lower than the price of the competitors. Enterprise’s cost was 20% lower than that of its competitors. Differentiation: Here the company creates a differentiated products and services, which causes the company to be the leader in its industry. Enterprise follows this strategy. They offer to pick up the customers that have no way of getting to the branch. Enterprise also differentiates itself from competitors by having well trained employees to create superior customer service. Focus: In this strategy the company focuses on serving few market segments rather than going after the whole market. Enterprise originally started with this strategy and focused on “home-city” market but eventually went into the airport market. Treacy and Wiersema’s strategies are: Operational excellence: Company provides superior value by offering low prices and convenience. Enterprise offers 20% lower prices than others markets and offers convenience, and good quality products and services. Customer intimacy: Here the company offers superior value by segmenting its markets and matches its products or services to meet the wants and needs of customers. Enterprise prefers to hire college-educated employees, who are well-trained, to emphasize superior customer service. The competitive position of Enterprise is market leader. It was one of the top seven rent-a-car companies to report increase revenue increase in 2001. Also, Enterprise is the nation’s largest car rental company. 4) What marketing recommendations would you make to Enterprise to help it improve its recruiting? Since Enterprise prefers to hire college-educated employees and these college students aren’t really aware of the offers of the company and have a negative feeling about...