Contemporary Marketing Issues: An Analysis of Enterprise Rent-A-Car

This report delves into contemporary marketing issues, emphasizing the crucial role of marketing in promoting products and services within today's globalized business landscape. It highlights the significance of a well-defined marketing plan and explores the marketing mix, particularly the 4Ps (Product, Price, Place, and Promotion), as essential tools for effective marketing strategies. The report uses Enterprise Rent-A-Car as a case study to illustrate the practical application of these concepts, examining how the company utilizes the marketing mix to promote its car rental services and adapt to market demands. The analysis covers various aspects of marketing, including product commercialization, pricing strategies, distribution channels, and promotional activities, ultimately demonstrating how integrated marketing efforts can contribute to a company's success and customer engagement. The report concludes that marketing is the most significant tool for promoting products and services.

Contemporary issues in
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................2
MAIN BODY...................................................................................................................................3
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is a tool which outlines various advertising strategy that every organisation
utilize to implement to track and target market for its product and services. An effective
marketing requires a marketing plan with detailed measures and strategies and its expected
outcome which will be undertaken for a certain period and its effects while initiating the
measures of marketing plan. At present, the marketing considered to be the most significant tool
for encouraging the promotion of a products and services. In the contemporary business world,
there are many standing issues relating to marketing which affects the business productivity and
its product and services due to poor marketing approach(Ahmad2018). The contemporary
marketing has set its standard at global level and has impacted global economics. Marketing
created a curiosity in the market which influence the customer to try the product or services
offered in market. Marketing tool helps in designing effective action plan for an organisation win
order to promote their goods and services in a targeted market. To support this report an
Enterprise rent -A-Car is taken to illustrate relevant knowledge and understanding of the
marketing process and understand different concepts of marketing mix and their implications on
new products and services in the contemporary business context.
MAIN BODY
A preposition of marketing
Marketing signifies a process or an activity which assist a company to promote the
practices of buying and selling of various products or services. Marketing covers business
activities of buying , selling, advertising or delivering goods or products to customers. Marketing
is a critical task, to initiate effective marketing professionals are hired by giant corporations.
There is a separate independent cell of marketing in corporations which targets the market and
audience to seek their attention by advertising. Marketing also involve endorsement in which
celebrity is hired to promote products and services in stylish way which easily catch the attention
of audience. Celebrity endorsement elevated the reputation of product and gets effective
exposure with the help of digital media. The significance of marketing in business activities
depends on ascertaining customer preferences and developing better products or services with
reasonable pricing to meet consumer expectations(Gesualdi 2019). A product is commercialised

with the object to reach product to customer therefore it is very imperative to develop effective
marketing plan to promote products and services in market (Gopal2021).
Marketing Mix
It refers to assessment of product or services and customers expectations. Marketing mix
comprises of four Ps which includes different factors which ascertain the consumers desire and
want in respect of product and services when marketing is initiated. It assists how a product or
service can be perceived or perform in the market. In the competitive market how a product can
make its stand with other products and whether the product can make effective intersection with
the customers( Jenner,2018).
A hypothetical explanation on marketing mix.
The factors involved in marketing are customer's preference, market trend, marketing
strategy, products or services and process of marketing. The idea of marketing mix is to
illustrates the routs which a company may use different advertising strategies to connect with
their customers.
A company while proceeding with marketing needs to identify the correct collection of
elements which enable them to gain benefits against their competitors in market. The collection
of this factors are the four Ps of marketing mix by way of which a company can control and
provides worth to its targeted customers. The application of important factors of marketing mix
can built strong customer base for a company by following the essential factors which together
fulfil the organisational targets. A product is a commodity which is commercialised by
introducing it in market to meet the customer needs and the brings profit to an organisation. A
company introduces a product for customer in consideration of monetary value(Kim and Kim
2018).
Marketing mix assist in finalizing the product value at which it can be offer to the
customers and the market. For introducing a product in market company needs to spend huge
money for its promotion and marketing. Companies are more focused in the advertising which
can compel the market and the customer to attract towards the product and infuse customer to
buy the product. Therefore a company needs to take due care and cautions when introducing its
product in the market. Proper marketing plan and strategies needs to be apply in order reach
product to the customers(Kitchen2020).
Introduction to product and service

For a business its product and services are its revenue generation source, a product or
services are essential for business and without them no business can survive. Products are the
commodity which are tangible in nature whereas services are the intangible which has no shape.
The company produces its products at large level which can meet the market demands. The other
thing the company needs to consider is the promotion and distribution products or service to
maintain the demand and supply(Tseng and Lu2018). Market is uncertain and full of
competitions , a company needs to take care of its competitors and adopts unique business plan
which could bring profit to the company. Company can produce a product but to make it
consumer friendly it neds to follow creative and smart strategies to make customer preference, it
can only be done by effective marketing and advertising which gives bring a affirmative output.
Similarly, there is a company named Enterprise Rent-A-Car which offers rental services of car at
local level, the company offers different models of cars, the rental charges are varied from the
type of car which the customer wish to choose. The same company also offers business solutions
for technical vehicles. It claims to give best rental services with wide varieties of options to its
customers. Enterprise Rent -A-CAR emerged as global enterprise in the car rental segment
business.
Application of 4Ps in Marketing Mix to the selected product and services.
Market is a space where business enterprises can introduce their product for
commercialisation, market welcomes all the products but the success of a product entirely
depends upon its marketing and reputation in the market. The performance of the protect can be
measure by the customer acceptance. Even after mass production and distribution a product can
not survive in the market if its marketing and promotion is not affirmative(McNaught2021).
Considering the tough competitive market there are range of products which are offered by
different organisations at different rates, the quality and price of product varies from brand to
brand. Generally, local product is not preferred by the customer because of low recognition on
the other hand a company which has a worldwide reputation has a less chance of its product
failure because such companies have strong customer and financial base which helps in
maintaining the stability of the company(Yuruk-Kayapinar2020). Therefore, marketing plays
very significant role in success of product or services, in the same way Enterprise Rent-A-Car
needs to adopt effective marketing strategies including essential factors of marketing mix which

are 4Ps to meet the company's target and goals. The marketing mix important factors are as
follows:
Product: it is a commodity which are created by the company for consumers. A product
is a need which fulfil the market demand. A market space is a window where various verities of
product are offered for certain price and customer is free to buy any thing as per his/her
preference. The term product includes various items such as, food items, cloths, furniture, cell
phones and services etc.
In case of Enterprise Rent-A-Car, it provides rental services of cars locally along with drivers.
The services which it offers are, airport rental services, well maintained vehicles including,
minibuses, motor vehicles, different segment cars and vans. This company is situate in ST.
Louis which is London based firm. It also offers specialised and customised vehicles such as
HGVs. Its a leading transportation solution service provider across the globe. The history of
Enterprise Rent-A-Car is not rich , it has begin its rental service business with seven cars and
subsequently it has develop its market and business. Now it has the assets worth of two million
and has spread its operations in hundred countries.
Price: it is the most significant factor of Ps which decides the value of product. Company
decides the price for its product and offers to the customer. Price is a consideration which needs
to be paid by the customer for the value of the product(Palmatier and Steinhoff2019). There are
various factors which company follows before deciding the price for its product and service. The
company also offers certain schemes and discounts at certain times for its customer to sell out its
products and services which are left.
Whereas, Enterprise Rent-A-Car determines its price by considering the market competition and
its service provide proficiency. Considering the status of the Enterprise Rent-A-Car, which is
recognised at global platform and it is operation in 100 countries effectively. This makes clear
that this company has no price issues because it provides lavish experience to its customers. The
company offers top class services by offering up market segment cars to its customers.
Place: it refers to location of business establishment including other branches where the
company operates it business activities. Place is also one of the essential factors which covers in
marketing mix. It is a beginning point from where the the product take shape and from there
itself it reach to the market(Wacker and Samson2021). The movement of product from its
creation to delivery to the customer.

Enterprise Rent-A-Car is UK based firm which offers its services throughout the world. The
workforce employed in this firm are nearly 100000 people which are deployed at 10000 branches
all over the world. It offers rental car service which a sharing options and charge on hourly basis.
Promotion : the last important factor of marketing mix which directs an organisation to
bring more concern in respect of company's products and services. Effective use of this factors
enables company to built its brand strong and reputed. It is a tool which is essentially needs to
follow by the company with the view to promote its product and service to the market and to
bring in the knowledge of customer. Promotion must be effective and compelling which must
create a buzz in the market. There are various process and modes by way of which a promotion
can be made, it includes digital promotion, social media promotion, public promotion, individual
selling, mouth to mouth promotion and many more which helps making product popular. Thus,
promotion play an important role in promotion which compel the customer to buy the product
and services.
Enterprise Rent-A-Car offers deals and schemes which is a part of promotion, it has established
association with other travel service providers who promote each other. The another effective
way promotion is giving discounts on rides or on digital payments. Developing digital
application also bring easy access with customer . The company can make direct connection with
its customer whoever subscribe to their application. Tie up with hotel and clubs also helps in
promotion which elevates the reputation the company. In this way promotion helps in elevating
the entire business which is a inseparable part of the marketing.
CONCLUSION
From the above report it can be concluded that marketing play very significant role in
exposing the products and service of an organisation to the customer. Marketing is the
documental plan of operations which a company designs for advertising its product or services
and its impact on the growth of the company. Marketing mix is another essential tool which
provides four factors which help in marketing and promotion of an organisation. These factors
are also know as 4Ps of marketing mix. Therefore, it can be concluded that marketing is the most
significant tool for promotion of product and service.

REFERENCES
Books and Journals
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Gesualdi, M., 2019. Revisiting the relationship between public relations and marketing:
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Gopal, A., 2021. Evolution of Marketing Concepts Post Covid-19. Issue 3 Int'l JL Mgmt. &
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Jenner, M., 2018. Netflix Marketing: The Binge and Diversity. In Netflix and the Re-invention of
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Kim, M.S. and Kim, J., 2018. Linking marketing mix elements to passion-driven behavior
toward a brand: Evidence from the foodservice industry. International Journal of
Contemporary Hospitality Management, 30(10), pp.3040-3058.
Kitchen, P.J., 2020. Marketing communications. In A reader in marketing communications (pp.
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McNaught, D., 2021. The state of the nation: contemporary issues in Indigenous language
education in Taiwan. In Taiwan’s contemporary Indigenous peoples (pp. 128-
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Palmatier, R.W. and Steinhoff, L., 2019. Relationship marketing in the digital age. Routledge.
Tseng, P.H. and Lu, C.S., 2018. Contemporary issues and challenges for the Taiwanese maritime
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Wacker, J.G. and Samson, D., 2021. Beyond supply chain management: jointly optimising
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Yuruk-Kayapinar, P., 2020. Basic Marketing Strategies and Marketing Mix in Small-Scale
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Management (pp. 147-173). IGI Global.