ECN 1015 - Introduction to Business in a Market Economy
Added on 2020-04-13
11 Pages2430 Words42 Views
Running head: MARKET ANALYSIS OF ENTERPRISE RENT-A-CARMarket Analysis of Enterprise Rent-A-CarName of the StudentName of the UniversityAuthor Note
1MARKET ANALYSIS OF ENTERPRISE RENT-A-CARExecutive Summary:The major purpose of the report is to build a company profile of Enterprise Rent-A-Car andanalyse the company’s mode of operations and major competitors. The report furtheranalyses the company’s marketing mix strategy, financial and SWOT analysis over the lastfive years. In the next section, the report discusses about the key managements of thecompany and the company’s major goals in the next year. Having analysed the company,based on the above mentioned analysis, the report concludes the recommendation to improveand expand the global business of Enterprise Rent-A-Car.
2MARKET ANALYSIS OF ENTERPRISE RENT-A-CARContentsIntroduction:...............................................................................................................................3Company Overview:..............................................................................................................3Discussion:.................................................................................................................................3Industry Overview:.................................................................................................................3Marketing Overview:.................................................................................................................4Financial Analysis:.....................................................................................................................5International Operation:.............................................................................................................6Review of key management personnel:.....................................................................................6SWOT Analysis:........................................................................................................................7Future prediction of the company:.............................................................................................8Critical success factors:..............................................................................................................8Conclusion:................................................................................................................................9Reference:................................................................................................................................10
3MARKET ANALYSIS OF ENTERPRISE RENT-A-CARIntroduction:Company Overview:Enterprise Rent-A-Car is an US-based car rental organization in Clayton, Missouri inUnited States. Apart from car rental, the company engages in commercial fleet management,second hand car sales and commercial truck rental operations. This company found in theyear 1957 by Jack C. Taylor. The company was initially named as Executive easingCompany; however, in 1969, it was renamed it as Enterprise. In 2009, it became thesubsidiary part of the parent company Enterprise Holding, Inc. and with more than 100,000employees currently working in around 5400 domestic and 90 international locations in UK,Canada, Germany, Spain and Ireland (Fraiberger & Sundararanjan, 2015). The mainobjective of the organization is to provide the best transportation service across the world andmeet the need of the customer by providing excellent service, quality and values. Thecompany intended to serve the entire community as a committed corporate citizen.Discussion:Industry Overview: The car rental industry in the United States has been rapidly geared up over the lastfew years. Some factors such as online easy booking rental car services, drastic growth intravel and tourism sector and customer’s preference towards more comfortable and easytravelling are associated with this rapid growth. Enterprise Rent-A-Car solely focuses on newtechnical innovations in order to attract the customer. They provide numerous schemes andoffers to sustain their old and loyal customers. Although the company is the biggest car rentalcompany in North America, its top three major competitors include Carey Worldwide, TheHertz Corporation and FarePortal.
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