Analyzing Enterprise Cars' Marketing Strategy Using the 7Ps Framework

This case study analyzes Enterprise Cars' marketing strategy, emphasizing the importance of marketing in today's business environment. It explores how companies use the marketing mix, particularly the 7Ps (Product, Price, Place, Promotion, Process, People, and Physical Evidence), to create and deliver value to customers. The analysis covers Enterprise Cars' approach to product development, pricing strategies including cost-based and value-based pricing, distribution networks, promotional activities, process optimization, the role of people in customer interaction, and the significance of physical evidence. The study concludes that Enterprise Cars should use the Expanded Integrated Marketing Approach to achieve its goals, focusing on customer satisfaction through a moderate premium pricing strategy, effective network layout, and motivated employees.

4004 1

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Marketing Methods and Ideas..............................................................................................1
7Ps of Enterprise Cars Marketing..........................................................................................2
Product........................................................................................................................................2
Pricing.........................................................................................................................................3
Place............................................................................................................................................4
Promotion...................................................................................................................................4
Process.......................................................................................................................................4
People.........................................................................................................................................5
Physical evidence.....................................................................................................................5
CONCLUSION............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Using a case analysis of Enterprise Cars, this document's primary goal is to
emphasise the value of the marketing strategy in the current corporate environment
(Anjaningrum, 2020). It has been thoroughly described how businesses use the
marketing mix notion when they launch innovative goods. To create, communicate,
distribute, and exchange products which are valuable to consumers, investors,
collaborators, and community in general, marketers use a variety of organizations and
procedures. The primary goal of the marketing strategy is to fulfil client's requirements.
Marketing is a management and sociological activity that assists consumers in obtaining
what they need through interacting with the goods. The goal of marketing as a client
related activity is to promote consumer consciousness and financial success of the
company. This paper outlined Enterprise Cars' marketing mix strategy, paying particular
attention to how it protects the ecology, community, and clients.
MAIN BODY
Marketing Methods and Ideas
In the marketing cycle, manufacturers offer goods and activities in accordance with
the preferences and requirements of the consumers. It is referred to as a mechanism of
trade among suppliers and buyers. A 5 stage procedure must be followed by
organisations in order to effectively launch an innovative good or operation. Companies
must comprehend consumer requirements, economic conditions, and client
expectations and desires (Bancroft and Nyirenda, 2020). This could assist the company
in creating a marketing-focused approach. Companies could effectively create plans
and provide clients with higher benefits via a customer-focused approach. As a result,
the foundation of the marketing approach is the development of solid client
relationships, which produce earnings for businesses while also leaving clients feeling
extremely delighted. Companies could simply build utility for their clients and bring in a
lot of money once they have successfully captured their worth.
Businesses employ the idea of the marketing strategy to succeed in the area of
marketing. Customer choices provide the foundation of the contemporary marketplace
notion. The marketing mix is composed of four components: the product, the pricing

policy, the advertising activity, and the delivery method. All of those components must
be used by the organisations as tools whilst creating their marketing strategies. The 4
Ps of marketing are another name for those (Wei, Song and Wang, 2017).
The term "marketing mix" refers to a set of several marketing selection factors that
firms employ to advertise the goods they create. It is derived from the solitary P of the
idea of microeconomics. The initial stage in marketing is to understand the industry and
gather basic data about it. The second stage is to guide market strategy with the goal of
satisfying client wants. An essential idea in contemporary marketing is the marketing
mix approach. This important factor aids in decision-making about positioning, targeting,
and segmentation (Bilos and Galic, 2016). The marketing mix notion has been criticised
by a number of people who claim that fresh ideas have begun to replace it in the
marketplace. McCarthy's model falls short in recognising the marketplace, as the four
Ps of the industry are focused on manufacturing. The marketing mix component of
Enterprise Ears has been covered in this paper. The expanded 7Ps of marketing serve
as the foundation for this marketing mix approach.
7Ps of Enterprise Cars Marketing
These are Enterprise Cars' expanded marketing mix initiatives.
Product
Marketing plan states that the physical aspect is not the item itself, but rather the
provider of worth which is provided to buyers. Enterprise Cars could offer that worth to
the clients in a number of diverse methods, such as a tangible item, pre-purchase
training and preparation from personnel members, assistance for item installations and
maintenance, financing strategies associated with merchandise purchases, word-of-
mouth recommendations, etc. Enterprise Cars' marketing executives could comprehend
such components of item conceptions in a variety of methods, giving the business a
chance to set its goods apart from those of rival companies (Briones, 2019). There are
various marketing strategy steps that fall within item administration, and they are as
following-
 Finding the possibility: Via marketing analysis, the requirements of the clients
were discovered, and Enterprise Cars was given the chance to meet those

requirements using its current and newly obtained assets (Samara and Arenas,
2017).
 Item development and evaluating as the business designs its goods based on
client demands. Client value offering, legislative standards, Enterprise Cars
expertise and capabilities, potential for differentiating branding, and viability are
the primary elements taken into account during the developing and
manufacturing processes (Cramer and Krueger, 2016).
 Choosing an item's pricing, developing a marketing plan, managing the
distributing channels, and setting up the equipment for the after-sale activities are
all part of the item introduction process.
Pricing
It is thought to be a very complicated operation that focuses on the other three Ps
of marketing that is product, place, and promotions. The theoretically observed worth,
however, is the cost that the client is ready to spend for the item in the specific
comparative situation. Enterprise Cars could base its pricing on a number of distinct
factors, including expense, values, brand recognition, industry segmentation, excellent
valuation, and competitiveness.
Cost-Based Valuations as depending on the necessary earnings, Enterprise Cars
could establish its cost. In an environment of intense competitiveness, this method may
proven less successful for the business. The rivals in the rental automobile market in
the UK. The finest illustration of cost-based charging is Uber, which generates billion-
dollar deficits by offering goods at cheaper costs when compared to personal cab
drivers (Daud, Ab Rahman and Adnan, 2020).
Value-Based Pricing as it is is determined by how clients perceive it. By taking the
industry's flexibility of demands and competition constraints into account, the
organisation could implement both real and qualitative advantages (Park and Song,
2020).
Pricing for Market Penetration as to introduce its new items into the marketplace,
the corporation could use a pricing structure that penetrates the industry by providing
goods at extremely cheap prices.

Pricing based on industry scanning as the business could concentrate on raising
the cost of goods with strong trademark recognition and marketplace attractiveness.
Another tactic is called "excellent valuation prices," and it could assist a business
boost consumer contentment by providing the right mix of item characteristics, reliability,
and services at a reasonable cost. GoPro employs this reasonable pricing approach. A
modest premium price will prevent new rivals from entering the market. However, highly
expensive pricing may bring in a number of new rivals that could hurt the firm's financial
performance (Elatawneh and Sidek, 2021).
Place
Enterprise Cars supplies its goods to clients via a procedure that is also referred to
as a distributing network (Mian, Sufi and Verner, 2017). The 2 separate pathways used
for this distributing network's evaluation criterion are as following:
Enterprise Cars must choose between primary, intermediate, and mixed networks
in order to effectively select on its distributing approach. The corporation may be
capable of reaching its clients immediately through a vertical distributing method.
Diverse suppliers, brokers, and merchants make up the informal network. The mixed
distributing network works well for the business since it makes it easier to manage the
important platform components.
Network Administration as the supervision of numerous authority sources and their
administration in accordance with the negotiating capacity of each aspect that are
associated with changes administration. 3 distinct factors form the basis of this network
administration.
Consumers' propensity to look up things online and to go to a retailer to make a
buy. Highly committed clients consistently display strong product commitment. For
these clients, Enterprise Cars could create advantageous regulations that will keep
people loyal to the business for an extended period (Freudenreich, Lüdeke-Freund and
Schaltegger, 2020).
Market expansion as it is among one of the key elements of network
administration is thought to be marketing expansion. Enterprise Cars must undertake
significant business advancement attempts to integrate new network associates with in-
depth industry growth experience (Leach, Lavallee and Charlton, 2018).

Promotion
Advertising, commercial offers, individual offering, corporate communications, and
commercial mail are some of the promotional strategies employed by Enterprise Cars.
The firm's ability to interact with its clients is greatly aided by all 5 communications
methods. The firm's primary goal is to increase company recognition by employing a
pressing approach and all of those promotional methods (Grizane and Jurgelane,
2017). The fundamental goal of promotions is to interact intrinsically and extrinsically
with people, communities, and organisations while also persuading the public to
purchase the company's goods.
Process
Any group's offerings could only be produced via processes. After enhancing the
consumer desire in the goods, it is critical to collect individual information for
promotional purposes. This procedure entails choosing a specific demographic segment
to perform a poll on. By completing such polls, Enterprise Cars could learn what its
consumers need. By giving users the goods of their choosing, this procedure will assist
the business increase client contentment (Himawan, 2019).
People
Human interaction is a crucial component of this expanded marketing mix since it
serves as a conduit among the item and the intended demographic. Workers of the
Enterprise Cars business function as a physical wall among the targeted market and the
business's goods. The firm's primary goals are to put the needs of its workers and
consumers ahead of its own financial interests. As a result, the corporation's personnel
are doing everything in their power to draw people to the firm's goods via expert conduct
(Hollensen, Kotler and Opresnik, 2017).
Physical evidence
Enterprise Cars provides actual goods that can be physically inspected. The actual
presence of Enterprise Cars had also elevated it to the position of major global
transportation service (Kader, Mulyatini and Setianingsih, 2019). The business provides
all type of services and offerings that are related to the automobile sector and that too in
a very precise format so that it can add value to the firm in the long term scenario. With

much more than 5000 outlets and 2 million workers spread over more than 80 nations,
the firm's system has grown many times and that too significantly. Only in the UK does
the corporation have offices and automobiles accessible per 20 kilometres, and over 93
percent of UK residents use the business and its services. The business is actively
contributing to ecological since it is committed to improving the globe. Mostly because
of the corporation's magnitude has it been able to establish a distinct place in the global
marketplace with increased development, cutting-edge analysis, and testing of market-
driven ideas (Katrin and Vanel, 2020).
CONCLUSION
In summary, it could be said that the Expanded Integrated Marketing Approach
must be used by the business Enterprise Cars to attain its goals. To raise customers'
perception of item contentment, it is crucial to establish a great client encounter. The
organisation will be best served if it uses a moderate premium pricing approach,
effective network layout, and network administration to maintain worker motivation and
then significantly boost consumer happiness.

REFERENCES
Books and journals
Anjaningrum, W.D., 2020, October. Efektivitas Digital Marketing dan Networks Dalam
Mendongkrak Kinerja Pemasaran UKM Di Masa Pandemi Covid-19. In SENABISMA:
Prosiding Seminar Nasional Bisnis dan Manajemen (Vol. 5, pp. 50-61).
Bancroft, S.F. and Nyirenda, E.M., 2020. Equity-focused K-12 science teacher professional
development: A review of the literature 2001–2017. Journal of Science Teacher
Education, 31(2), pp.151-207.
Bilos, A. and Galic, T., 2016. The role of digital marketing in university sport: An overview
study of higher education institution in Croatia. Ekonomski Vjesnik, 29(2), p.453.
Briones, C.L.T., 2019. Digital Marketing as a Communication Tool in Emerging Businesses. In
Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship
and Solidarity Economics (pp. 353-366). IGI Global.
Cramer, J. and Krueger, A.B., 2016. Disruptive change in the taxi business: The case of Uber.
American Economic Review, 106(5), pp.177-82.
Daud, R., Ab Rahman, R. and Adnan, A.W., 2020. Keberkesanan peta pemikiran i-think dalam
meningkatkan kemahiran berfikir aras tinggi (KBAT)[The effectiveness of i-think
thinking maps in improving higher order thinking skills (HOTS)]. AL-QIYAM
International Social Science and Humanities Journal, 3(1), pp.64-78.
Elatawneh, H.A.A. and Sidek, S.B., 2021. Structural Model of Teaching Quality Improvement
Factors for Academics Professional Develo Leigh, J.A. and Darvil, A., 2016. De-
mystifying role transition: a study to evaluate the preparation for role transition:
perspectives from final year undergraduate nursing students and stakeholders.
Freudenreich, B., Lüdeke-Freund, F. and Schaltegger, S., 2020. A stakeholder theory perspective
on business models: Value creation for sustainability. Journal of Business Ethics,
166(1), pp.3-18.
Grizane, T. and Jurgelane, I., 2017. Social media impact on business evaluation. Procedia
Computer Science, 104, pp.190-196.
Himawan, A.F.I., 2019. Digital marketing: peningkatan kapasitas dan brand awareness usaha
kecil menengah. Jurnal Analisis Bisnis Ekonomi, 17(2), pp.85-103.
Hollensen, S., Kotler, P. and Opresnik, M.O., 2017. Social media marketing: a practitioner
guide. Opresnik Management Consulting.
Kader, M.A., Mulyatini, N. and Setianingsih, W., 2019. MODEL PEMASARAN DIGITAL
MARKETING FB_Ads dan EMAIL MARKETING DALAM MENINGKATKAN
VOLUME PENJUALAN. Jurnal Ekonologi Ilmu Manajemen, 5(2), pp.299-305.
Katrin, K. and Vanel, Z., 2020. Strategi Pemasaran Komunikasi Digital Marketing Platform
(Cashbac) untuk Meningkatkan Daya Beli Konsumen. SOURCE: Jurnal Ilmu
Komunikasi, 6(1), pp.14-25.
Leach, C.J., Lavallee, S.L.P. and Charlton, R., 2018. 4 CPD, lifelong learning and preparing for
examinations. In Learning to Consult (pp. 257-269). CRC Press.
Mian, A., Sufi, A. and Verner, E., 2017. Household debt and business cycles worldwide. The
Quarterly Journal of Economics, 132(4), pp.1755-1817.
Park, G. and Song, M., 2020. Predicting performances in business processes using deep neural
networks. Decision Support Systems, 129, p.113191.

Samara, G. and Arenas, D., 2017. Practicing fairness in the family business workplace. Business
Horizons, 60(5), pp.647-655.
Wei, Z., Song, X. and Wang, D., 2017. Manufacturing flexibility, business model design, and
firm performance. International Journal of Production Economics, 193, pp.87-97.