4Ps Marketing Mix in Practice: A Case Study of Enterprise Rent-A-Car

This report provides an analysis of Enterprise Rent-A-Car through the lens of the 4Ps marketing mix: product, price, place, and promotion. It begins by defining marketing and the marketing mix, then delves into a theoretical explanation of the 4Ps. The report introduces Enterprise Rent-A-Car and applies the 4Ps framework to their business model, examining their product offerings, pricing strategies, distribution network, and promotional activities. The analysis concludes that a well-coordinated marketing mix is crucial for success and highlights the importance of understanding customer needs and adapting strategies to meet market demands. The Expectancy Disconfirmation theory is also mentioned as a model for measuring customer satisfaction. The report emphasizes that effective marketing is essential for implementing business techniques and driving revenue.

Contemporary Issues in
Marketing

Table of Content.
MARKETING..................................................................................................................................3
MARKETING MIX.........................................................................................................................3
THEORETICAL EXPLANATION OF 4PS MARKETING MIX.................................................3
INTRODUCTION OF PRODUCT/SERVICE................................................................................5
APPLICATION OF 4PS MARKETING MIX TO THE SELECTED PRODUCT/SERVICE......5
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
MARKETING
Market basically act as a passage between the consumer and producer for dealing of
goods and services according to the consumer needs. Market can be a physical sales outlet or it
also can be a virtual place of business which includes online selling through websites. Marketing
is basically the group of actions performed by a company to promote the service or good of a
company, that will help company with immense sell. Main centring goal of marketing is to first
set their target audience, then execute campaigns or advertisement to gain target audience
attention. This also includes that marketer should guide the target population about the
importance of service or product and influence them to take the purchasing decision for the
organisation. Marketing consist of all the actions which enhance the selling or promotion of the
product or services which includes sending old clients mails, making extra discounts for the
members of brand or conducting campaigns for interaction to the customers directly. Target to
conduct marketing is to ensure the customers demand and incorporating it in services furnish or
to discover the issues customers lining while availing the product or service utilisation (Hyde and
Mitchell, 2021).
MARKETING MIX
Marketing mix is a group of various strategies which administration uses to promote or
advance their brand in the market. It is consider as a very important concept for marketing
management as the organisation focus to earn maximal earnings and also to meet the customer
needs. Marketing mix helps the business executives to analyse demand of their product in their
market, what innovation need to be make to satisfy the customer demands. Mainly the focus
should be towards understanding the customer demands by analysing the fact about customers
expectation from the organization. This is also followed by identify organization competitors and
competitors strategies or significance of their product that is provided through Rent-a-car
organisation. Rent-a-car includes these points by analysing the customised feature competitors
supply through renting their car (Nwankwo and Richards,2020).
THEORETICAL EXPLANATION OF 4PS MARKETING MIX
Marketing mix consist of 4P's which includes Price, Product, Promotion and Place. It
helps the organization to ensure that the company is providing its customers the accurate product

with right quality at the right place in given time for the right price too. Nowadays, there are
addition of more P's for marketing which includes promotion, packaging and place. These all
helps the organization to make strategies from the conceptualization of idea to the execution of
the service (O’Cass and Wetzels, 2018).
Different marketing process used in marketing mix are first is the identification of the
customers demand and needs which then assistant with making of customer driven marketing
strategy followed by which the marketing plan is formed to make relationship with customers. It
is important to ensure their stock of customers in the market. Marketing mix also helps the
organization to decide whether the product or service is actually benefiting customers or not
(Guinn and et. al., 2021). Marketing mix helps the marketer to understand that what significance
can company product or service offer to its customers. Through these analysed layouts they can
assist the organisation to develop the publicity strategies which might includes product or service
design or creativity sneak previews. These are also assistant through encouraging customers
towards the product by setting attractive contests or giveaways through company page or the
famous bloggers collaborations. This can also be avail by customised emails to their customers
and through blog or social media posts. Marketing mix also help organization to analyse their
risk. It involves that through marketing mix organization can easily determine their possible risk
or competitors, can evaluate the factors that might be responsible for and they will focus towards
to control the risk by making proper planing program for it. It also helps the organization to
acquire that how to promote their product or service in effective way to their potential customers
(Bouchet and Sobry, 2019).
Product is the good or services that company offers to its customers, where goods are
symbolize as a tangible product and service is symbolize as intangible products.
Price is the value that the customers wage in return of the product or service received by
the organisation. It is the monetary value of the merchandise or the service provided by the
company.
Place is the process or the action through with the products or services are distributed to
its customers. It signifies the availability of their products in different geographical areas.
Promotion is the factor through which the company qualify their brand value to
population while providing the significance of the product or service they are providing
(Argintaru, 2018).

INTRODUCTION OF PRODUCT/SERVICE
Various services that Enterprise Rent-A-Car provides its customers are basically the
rental cars. They primarily provides service to the individuals who need conveyance service for
temporary use. The charge for the rented transport is charged in the basis of services customers
demand and the amount of instance they need it for. Usually these rental services are provided
for local outs. Their focus is to provide their customers their choice of rentals and facilities they
demand. Aim for this company is to provide lease cars facilities but later they also starting the
motor sharing, different minibuses and many more. This brand is accepted as a global leader in
the car rental commercial organization. Their main is they rides around the quality and
wholeness to its customers (Mangan, 2019).
APPLICATION OF 4PS MARKETING MIX TO THE SELECTED
PRODUCT/SERVICE
Marketing is the process of exploring, creating and delivering value to meet the need of
target market in terms of good and services which satisfy the customer. The marketing mix is set
of controllable, tactical marketing tool that a company uses to produce a desired outcome from
its organization. It can also a tool to help marketing planning and execution (Law, 2020). The
marketing mix is associated with action as well as providing solution to meet customers’
requirements and fulfil the company marketing aims. There is various marketing mix action plan
for the Enterprise Rent-A-Car which will helpful in success of marketing activities are as
follows: -
Product: - Product in marketing mix refers to as goods or services produced to deliver in
the market and satisfy the customer needs. It’s the quality of product and services that increases
the brand value of a company in the market. A product should fulfil the customer demand and
choice for which they are willing to pay (Baidya and Maity, 2022). Enterprise Rent-A-Car sells a
large variety of the service of the rental cars which includes local and airport rental, temperature
controlled vehicle, accessible minibuses and motor vehicle sharing. It started with seven cars in
St. Louis and now it has a collection of two million transport in over 7900 locations in 100
countries because their brand value increases in marketplace which results as a profitable
turnover to the organization.

Price: - Product pricing is one of the most important element for determining success of
the business. There are many factors which consider for pricing decision such as competitor
pricing model and pricing strategy also depends on the business and customer's expectations.
Enterprise Rent-A-Car approaches to the pricing was based on competition. This company is
ensuring that price never become a reason for customers to choose any other company for rent
car. This company manufacture the top class car model and offer satisfied price for the services.
Product pricing is an important part of marketing mix because it will lead the business on the
path of success (Pramesti, Hidayati and Basalamah, 2021).
Place: - Place in marketing mix is the geographical location in which the company sell its
products and provide the high quality services to the customer. The organization should position
and distributes its product in a place that is easily accessible to its potential customers. It is a
method and procedure in which service and goods reach to the consumers. Enterprise Rent-A-
Car provides its service in entire UK along with other countries such as Ireland, Germany,
France, Spain, United State and Canada. It also provides the car sharing offer hourly for rent. It
provides these services over 7900 locations in 100 countries. It has employees more than 100000
people which operates more than 10000 branches in all over the world. Location is the most
important market strategy. Placement is referring to advertising the product at the right place
where customer easily get the opportunities and find the product and services (Eti, I.A., 2020).
Promotion: - The goal of promotion is to communicate to consumer, analysis their need
and promoting a product, service r brand among the targeted customers. Promotion encompasses
advertising, public relations, and the overall media strategy for introducing a product. Promotion
will help in success the business because its aim is to build the reputation of the organization
among the customers and satisfy the customer by providing the high quality product and
services. Communicating with customers is most important part of marketing because without
making the about the product, a company cannot attract customers. Promotional activities
involve spreading awareness about the product and brand. Enterprise Rent-A-Car give the many
deals, promotion and provide travel partners on car and van hire. It gives the many rewards when
hire a car with this and use one of the first rate travel partners. Marketer tend to tie promotion
and placement elements together to reach their core audience. Enterprise Rent-A-Car also give
the car club membership and provide 5% discount for club members. It provides many deals

such as Email offers and tips for getting the lowest prices on car and van rentals (Ooi and
Ramlee, 2021).
The four marketing P's once mixed properly which can generate coordination and
becoming powerful in marketplace, it can also help to increases the profitable turnover of the
company. The Expectancy Disconfirmation theory is the popular model and theories used in
service marketing for measuring customer satisfaction and helps to grow the business more
rapidly. The judgement of evaluation makes regarding the product and services known as the
disconfirmation of beliefs. Disconfirmation mediates the relationship between performance of
product and services and customer satisfaction. Marketing mix and this theory is helpful for the
organization to their successful business activities. The more enhanced the customer satisfaction
and better the market growth of Enterprise Rent-A-Car.
CONCLUSION
From the above project report it has been concluded that the role or marketing or
marketing mix in an organization. Marketing mix have crucial importance as they are prudent for
company to make a decision making according to the customer needs. It is essential for
organization to offers services or goods which meets the customers demand to the full and return
it will help the organization to generate the good revenue. Marketing is very important to impose
business techniques effectively. Also deal with the importance of different 4p's in an
organization. Major benefits of marketing mix are discussed which includes it helps the
organization to analyse the customer demands and how much the product or services provided by
the company is twinned customer needs. It also provides company to plan the strategic program
for the promotion and selling of the goods or services. Here also talk over about all the 4P's of
marketing process in context of the Enterprise-rent-a-car.

REFERENCES
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