Marketing Mix and Its Application to Enterprise Rent-A-Car

This report discusses the concept of marketing mix and its application to Enterprise Rent-A-Car. It covers the four Ps of marketing mix and their importance in promoting products and services. The report also highlights the role of product and service, pricing, distribution, and promotion in the growth and success of the organization.

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Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
A Statement of Marketing: -........................................................................................................3
A Statement of Marketing Mix: -................................................................................................4
A brief hypothetical explanation of 4Ps marketing mix..............................................................4
Introduction of product and service:............................................................................................4
Application of 4Ps marketing mix to the selected product and services:.............................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing mix is a process which includes various factors that influence the areas which
management needs to focus for the proper working of the company (Hirzan 2019). A good
marketing technique touches every aspect which needs to be addressed to the consumers of the
product. It also determines the marketing and derivative which includes price of product,
promotion, price and place offering consumer demand or necessity. There are various issues that
are prevailing in the market and across the nation such as across the board, up to date. It has been
identified that the marketing issues can affect the changes within the business organisation at the
global level. It is very important for the organization to promote its products or services in a
effective manner. This will help the organisation to achieve growth and success the organisation
which is taken into consideration for this report is Enterprise Rent-A-Car which is the leasing
organisation. The company was founded by Jack Taylor
MAIN BODY
A Statement of Marketing: -
Marketing means understanding the target audience from inside and out. This terms is used
to attract the costumers. It is a process of creating, exploring and communicating the values to
full fill the essential needs and demands of the target market with earning profit (Ariyanto 2018).
This process helps the organizations in promoting the selling and buying of their commodities or
services and getting potential customers. It is a very broad concept it includes advertising,
selling, promotion, innovation and designing that helps the companies in achieving their goals or
objectives. Through marketing companies shows customers that their goods and services are far
better than other's. It is not a onetime process, it starts from developing a product and ends to
product reaching the consumer. Marketing is not limited only to the profit-oriented
organizations, even schools, and hospitals performs the process of marketing. It also promotes
company's success and growth by increasing the brand awareness and visibility in the market.
The process helps the companies to retain good position and share in market. Increase in sales is
one of the important factor of marketing as it indicates how well the process is performed which
leads to increase in profit as well. For performing better marketing companies needs to decides
first their strategies like planning and channels through which distribution will be done.

A Statement of Marketing Mix: -
Marketing mix is defined as a set of tools that includes a number of marketing elements, used
by companies to increase their brand's visibility and sales as well. It consists of four P’s: -
Product, Price, Place, and promotion (Febriyanto 2018). Companies uses various marketing
plans and actions to meet the consumers’ needs and demands. In the industrial sector, the
marketing team makes strategies by considering the four P's.
A brief hypothetical explanation of 4Ps marketing mix
Marketing mix contains a process which helps the business to promote and sale their
products in the market. This process is divided into the four parts these four parts are also
knowns as 4p's of marketing which are product, price, place and promotion. These four part of
marketing mix helps the companies to grow and expand their business all over the world (Giang
2020). The components of marketing mix are also known as internal and external factors of the
business which helps the organisations to analyse the need and wants of the consumer and the
business produces their goods according to the desire of the consumer so that they improve or
maintain their growth their growth in the market.
Marketing-mix helps organisation to determine their goal and provide ways which are
matter to them for achieving their goals. This activity can satisfy the demand of the consumer by
providing the quality and price at which they want. It seems very easy to do but it contains huge
amount of time and efforts to analyse the consumer need.
Marketing mix helps the company to consider the price of the products it means that at
what price they should offer their product to the consumer so that the consumer can attract
towards them and purchase their product this is a very important factor of marketing-mix
because the whole business is depend on it if the consumer set their price high then it will lead to
loosing of the costumer and also decrease in sales of the product.
Introduction of product and service:
Product and services are two very important elements for any organisation because they
help the business to grow and improve their profitability or goodwill by providing best quality of
of services to their customer. Product is a wider term it contains two components which are
goods and services. Goods are basically a thing which is tangible in nature and manufacture or
produced by the organisation for selling so that they can earn profit. while services are that kind

of activities which is provided by the organisation in exchange of money of the consumer. They
are intangible in nature they cannot be seen but can be feel by the consumers (JANNAH 2019).
Company generally do different activities like promotion, production, and distribution so that
they can achieve higher production level which leads to reduction in cost and increasing in
profitability. Marketing-mix helps the organisation to present their product in a better way so that
consumer attract towards their product and increase the sales of the product easily. Promotion of
goods and services also help the organisation to boost their sales. If the organisation provides
better designed product to their costumer, then it will help the business to grow in the market.
Enterprise Rent-A-Car provide many kinds of rental services to their customer like if the
customer wants a vehicles for travelling then the this organisation provide cars to them, if the
consumer wants a rental vehicle for transportation of goods then they provide van to them so that
the customer can easily transport their goods at right place on the right time. Enterprise Rent-A-
Car make their strategy or plans considering the customer needs or wants with the help of this
kind of strategy help the organisation to grow the profitability.
Application of 4Ps marketing mix to the selected product and services:
Marketing is a process of pricing, distributing, and selling of the product to the consumer
in the market it also include the activity of promotion by the help of which consumer can get the
information about the product and helps the organisation to increase their sales and growth of the
business (Méndez Grados, 2018). There are 4ps on which the whole marketing-mix is depends
the 4ps are as follows-
Products- Products are those items which are sold by the organisation so that they can
earn profit and able to survive in the market product include both goods and services goods can
be any physical thing which is sold by the organisations to their consumers like furniture,
machinery, books, toys, cars, etc. and services includes facilities which we receive from the
hospitals, hotels, restaurants, etc. (Nguyễn 2019).
Organisation like Rent-A-Car a car provide various kinds of products to their consumers
so that they can cover all kinds of costumer in the market which helps in organisation to increase
their growth so that they can expand their business to the next level.
Price- Price is very important factor of marketing-mix and the organisation because all
organisation wants to make their price attractive so that consumer can easily purchase their
products. Organisations also have to consider on their profit margin so that they can survive in
the market for a long period of time (Pöllmann 2021). There are some component by the help of

which consumer can determine their prices it include product cost, Utility of demand,
competition, government and legal restrictions.
Rent-A-Car company determine their price of the product according to the market
conditions and also provide premium product to their consumer and charge higher prices and all
these prices which they charge are true and fair which bring satisfaction among the consumer
help in rapid growth of business.
Place- Place is refer to a distribution of product to their suppliers so that the goods and
services can easily approachable to their consumers which help the organisation to expand the
business at global level and help in improving the goodwill of the organisation so that they can
make more money in market (Ramos, Mamani 2021). That's why this is the very important factor
of marketing mix.
Rent-A-Car also opening their branches all over the market so that they can easily
approach their consumer which them to satisfy the demand of the consumer and it also helps
improving the growth of their organisation.
Promotion: The last component of marketing-mix is promotion without promotion of the
products the business cannot be able to expand on the next level because without promotion the
people cannot get any information about their organisation and if they did not get information
about their products then how the consumer can purchase their product in the market so that's the
organisations adopts various kinds of promotion activities which help the organisation to sale
their product in the market(Santi and Ismanto 2021).
Enterprise Rent-A-Car also adopt different kinds of promotional activities like providing offers
or discounts to their customer so that their customer can always use their product and services.
This enterprise also provides heavy discounts or free rental-vehicles to the consumer so that the
new also attract towards their services which helps them to grow them their profit margin.
CONCLUSION
From the above report it has been concluded that marketing mix is the concept which
help the organisation in the various ways and in order to develop the strategies to achieve goals
and objectives in an effective manner. It is very important or the organisation to analyse the
different elements of marketing mix in order to promote the product or services in an effective an
deficient manner. The different factors which has been explained above plays a major role in
developing the company and the strategies which need to be adopted in order to meet the needs

and requirements of the customers. It is very important for the marketer to understudy its
customers the different factors which is discussed is equally important for the development and
growth of the organisation. It has been identified that the company can adopt the various
promotional tools in order to promote the product and services of the company.

REFERENCES
Books and Journals
Ariyanto, M.F., 2018. Analisis Penerapan Marketing Mix di BMT Al-Ishlah Salatiga (Doctoral
dissertation, IAIN SALATIGA).
Febriyanto, N.W., 2018. Pengaruh Implementasi Marketing Mix Terhadap Keputusan Nasabah
dalam memilih Produk Tabungan Perbankan Syariah (Doctoral dissertation, IAIN
SALATIGA).
Giang, Đ.H., 2020. Giải pháp hoàn thiện hoạt động marketing-mix tại Ngân hàng Nông nghiệp
và Phát triển nông thôn Việt Nam-chi nhánh 3.
Hirzan, A., 2019. Analisis Kepuasan Pelanggan PT. Samudera Surabaya Logistik Dengan
Implementasi Marketing Mix 4P Menggunakan Metode Importance Performance
Analysis (Doctoral dissertation, Politeknik Perkapalan Negeri Surabaya).
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dựng Đoàn Kết (Doctoral dissertation, Trường Đại học Công nghệ Giao thông vận tải).
Pöllmann, L., 2021. Marketing-Mix. In Kulturmarketing (pp. 129-214). Springer Gabler,
Wiesbaden.
Ramos Mamani, R., 2021. Estrategias de Marketing Mix para mejorar el posicionamiento del
Colegio" Shalom" en el Municipio de Cochabamba.
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