Analyzing Contemporary Marketing Issues: A Case Study of Enterprise

This report analyzes Enterprise Rent-A-Car's marketing strategies and how the company addresses contemporary marketing issues. It details campaign objectives, measurement of success, and the role of social media platforms like Facebook, Instagram, Twitter, and YouTube in enhancing brand awareness and customer engagement. The report reflects on the effectiveness of these campaigns, including the use of digital tools for mobile access, expansion, interactivity, and affordability. It also provides examples of other companies like Tesco, Marks & Spenser and Dove leveraging digital marketing to grow their business. The study concludes that Enterprise Rent-A-Car's strategic use of marketing and technology has been crucial for its success in meeting customer needs and expanding its market share. Desklib provides this and other solved assignments for students.

Contemporary issues
in Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Campaign objectives..............................................................................................................1
Measurement of success.........................................................................................................1
Campaign plan........................................................................................................................2
Communication 1: Facebook..................................................................................................2
Communication 2: Instagram.................................................................................................2
Communication 3: Twitter.....................................................................................................3
Communication 4: YouTube..................................................................................................3
Communication 5: Website....................................................................................................3
Reflection on Campaign.........................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The act of purchasing and reselling goods and services within or outside of a nation's borders is
referred to as marketing. In order to increase their profitability, marketers must find solutions to a
number of problems that arise when purchasing and selling goods at the appropriate price
(Nwankwo and Richards, 2020). In the UK, Enterprise Rent-A-Car organises and provides
vehicles for rent to the public. People can rent a car from this company if they only need it for a
short time. This paper details the campaign's goals, metrics for measuring success, plans, and the
part social media sites played in its success.
MAIN BODY
Campaign objectives
Everybody puts out effort to fulfil specific aims and objectives. Companies launch a
number of marketing initiatives to raise awareness of their brand and the goods and services they
offer. Campaigns were run by Enterprise Rent-A-Car to raise awareness of the services they
offer. Some of the objectives are mentioned below:
• Identifying Needs - Enterprise Rent-A-main Car's campaign's objective was to pinpoint
its clients' needs so that they could better service them.
• Popularize - In order for any organisation to be effective, it is crucial that the public is
aware of it and how it operates. In order to accomplish this, Enterprise Rent-A-Car uses
vehicles and banners in the campaigns (Gbadamosi, 2019).
• Improvement in Services Offered - The interest so generated will assist Enterprise
Rent-A-Car in improving the services they offer.
• Interest and Desire - People are more likely to be interested in and want to utilise
Enterprise Rent-A-services Car's when the company is well-known.
Measurement of success
The enterprise is regarded as being quite successful if the aims and objectives are
accomplished by the company within a fair amount of time. Despite being a small business,
Enterprise Rent-A-Car is thriving (Grasser, Loufrani-Fedida and Oiry, 2021). The following
metrics are used by the entity to gauge its success:
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• Enterprise Rent-A-Car established modest, short-term objectives and met them. The
entity aids in monitoring progress by comparing the amount of time it took to fulfil the
goal with the previous one (Grima, Özen and Boz, 2021).
• The effectiveness of the entity's campaigns and other events is measured.
• Measuring performance is aided by the success of accounts on social networking sites
like Twitter, Facebook, Instagram, etc. The likelihood of the firm succeeding increases as
more people become involved.
Campaign plan
A thorough proposal that is created in such a way as to accomplish the desired purpose or
objective is referred to as a plan. Planning is crucial to reaching the goal and is highly useful.
Goal achievement is a process with several steps, and strategic plan is one of them. Enterprise
Rent-A-Car creates a campaign strategy that aids the organisation in achieving goals like money
raising. With the use of these efforts, they may draw in more clients and increase revenue to
successfully run their business (Phillips and Moutinho, 2018). To reach a large audience, such
advertisements might be established on online platforms as well. Entities must create plans for
these campaigns if they are to be successful.
Communication 1: Facebook
• Awareness - Facebook aids Enterprise Rent-A-Car in educating the public the about
services they offer. Facebook's stories feature is used by Enterprise Rent-A-Car to do this.
• Interest - In order to pique people's interest in checking out services, Enterprise Rent-A-
Car needs to make sure that the stories displayed are interesting and appealing.
• Desire - When curiosity about a service develops into a desire to try it, that is when it is
called desire. By emphasising similar features, Enterprise Rent-A-Car encourages clients
to attempt their services with the use of Facebook's stories feature.
• Action - This is the final phase where clients can get in touch with the business through
Facebook Messenger.
Communication 2: Instagram
• Awareness - Instagram is among the most well-known social networking sites, as well as
its reel feature is popular. This function is used by Enterprise Rent-A-Car to raise user
awareness.
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• Interest - Reels can be made in a variety of appealing ways to catch customers' attention
and pique their desire to test the service.
• Desire - When reels while using the program, its benefits, and client praise are produced,
these reels assist the entity in fostering a desire among consumers to use the services.
• Action - The general public can assist the entity by contacting it using Instagram's
message service.
Communication 3: Twitter
• Awareness – Twitter is perhaps the most well-known social networking site. The
platform is used by Enterprise Rent-A-Car to publish tweets that assist the business
connect with a large audience of customers.
• Interest - Positive responses to the tweets assist the entity in piqueing public interest.
• Desire - The qualities of the products assist the organisation pique people's interest in
using them.
• Action - Users are influenced to test the company's services by the comments and
reviews.
Communication 4: YouTube
• Awareness - YouTube promotions assist the organisation in raising user awareness.
Shorts, films, and Vlogs on YouTube aid in promoting the services.
• Interest - Attractive interstitial advertising foster consumers' interest in the services.
• Desire - Shorts and V logs are useful in enhancing people's interest in the provided
services.
• Action- Enterprise Rent-A-Car broadcasts videos to its YouTube channel, where viewers
can contact the company by leaving comments.
Communication 5: Website
• Awareness - One of the finest methods to make the most of technology is to create
websites. For the purpose of advertising and promoting its services, Enterprise Rent-A-
Car has a website of its own.
• Interest - Websites assist in expressing the benefits of a service more effectively and
foster interest.
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• Desire - Attractive adverts on websites assist businesses in catching clients' attention and
generating a desire for them to use their services.
• Action- With the use of these websites, Enterprise Rent-A-Car can interact with clients.
Reflection on Campaign
Campaigns are crucial for any business because they help spread the word about their goods
and services. When customers need cars for a brief period of time, Enterprise Rent-A-Car is a
company that offers cars on rent. To meet the needs of all types of consumers, the company
offers a variety of vehicles (Minowa and Belk, 2021). The variety of cars aids in the growth of
the company by helping to meet the needs of numerous customers. The business was able to
meet all of the clients' needs because to the variety. With the aid of the entity's advertisements
and promotions, all of this was made possible. To draw more consumers, Enterprise Rent-A-Car
launched a number of initiatives to raise awareness of the services they offer. To give the
consumers a better sense of the types of vehicles they would be receiving and how they would be
maintained, cars were showcased. For instance, whether the model is the most recent, whether or
not there is a dent, etc.
The organisation ran campaigns on social media sites such as Facebook, Twitter, YouTube,
and others in addition to offline initiatives. These platforms for social media made it possible for
businesses to quickly contact with a million individuals and persuade them to utilise their
services. The Enterprise Rent-A-Car website is crucial to growing their clientele and brand
recognition. This raises its market share, which aids the organisation in achieving its goals. One
of the best strategies to expand the consumer base is through digital marketing. Every firm
strives to use technology as effectively as possible (CHERUKUR, 2020). With the use of
digitization, Enterprise Rent-A-Car also addresses the problems in modern marketing. Digital
tools are utilised for this for a variety of reasons, some of are mentioned below.
• Mobile Access- Nowadays, many people have access to mobile devices, and many others
use them often. They also rely on their mobile devices for little things. When the
opportunity arose, Enterprise Rent-A-Car saw it as a chance to expand their consumer
base and set up shop online as well.
• Expansion- Platforms on social media are useful for quickly disseminating news. To
increase income, Enterprise Rent-A-Car has expanded its operations. Through these
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platforms, the organisation was able to contact one million people and inform them of the
services that they provide. This promotes client attraction and business growth.
• Interactivity- Organizations can communicate with their customers directly thanks to
digital tools. This makes it much easier for Enterprise Rent-A-Car to recognise and
comprehend the needs of customers. This will enable them to successfully run their
business by providing customers with the products of their choosing.
• Affordability- These tools are inexpensive and more cost-effective for the organisation
and the customers. Online advertisements are both reasonably priced and time-efficient.
Direct communication with the entity, on the contrary hand, allows customers to cut
down on both the cost of middlemen and the time spent travelling.
Enterprise Rent-A-Car's of digital tools enables it to grow its company operations. Some
additional motivations for using these digital technologies are listed above. Using tools is not
harmful; in fact, it helps the company by broadening its consumer base. People's regular use
of technology offered a chance for the corporation. Below are a few instances of how
technology aids various entities:
The most well-known and substantial supermarket in the United Kingdom is Tesco. The
company is a well-known grocery store that offers a variety of products to its clients. The
organisation has established online stores so that clients may place orders while sitting at
home just using social media platforms to boost their business. Additionally, the company
offers home delivery services, which helps clients save time and helps the company grow
because customers find these services to be highly helpful. One of Tesco's strongest
strategies is producing TikTok videos (MARKETING, 2019).
Marks & Spenser sells the newest items in fashion. The company can draw clients by
posting photographs on social media, reading reviews of people, creating accounts on
websites like Amazon, etc. One of the easiest ways to draw buyers is through videos of
models showcasing their outfits.
Another example to be considered is the being known as Dove. It is a well-known UK
company that sells shampoo, conditioner, and soap products. Social media platforms make it
possible for businesses to engage with millions of people instantly and sell more by taking
their orders.
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Thus, it is evident from the examples above that practically every entity makes use of
technology to grow their business and increase productivity. By selecting these channels for
the development and advertisements, Enterprise Rent-A-Car made the appropriate choice that
worked out well (Cannonier and Burke, 2022).
CONCLUSION
The above report has led to the conclusion that marketing is a difficult job that entails not
only the selling and exchange of goods and services and also their promotion and advertisement.
An organisation strives to meet its objectives and establish a solid reputation in the marketplace.
Another factor that motivates the entity to exert sufficient effort to achieve corporate success is
profitability. One of the finest ways to raise awareness of the company's line of business is
through campaigns. These ads might also be run using online channels.
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REFERENCES
Books and Journals
Cannonier, C. and Burke, M.G., 2022. Contemporary Issues Within Caribbean Economies.
Springer.
CHERUKUR, M., 2020. A Study On Impact Of Digital Marketing In Customer Purchase In
Chennai. Journal of Contemporary Issues in Business and Government, 26(2), pp.967-
973.
Gbadamosi, A., 2019. Marketing: the paradigm shift. Contemporary Issues in Marketing:
Principles and Practice, 1.
Grasser, B., Loufrani-Fedida, S. and Oiry, E. eds., 2021. Managing competences: Research,
practice, and contemporary issues. Taylor & Francis.
Grima, S., Özen, E. and Boz, H. eds., 2021. Contemporary Issues in Social Science. Emerald
Group Publishing.
MARKETING, C.G., 2019. Digital Focus 2.1. Contemporary Issues in Marketing: Principles
and Practice, p.32.
Minowa, Y. and Belk, R. eds., 2021. Consumer Culture Theory in Asia: History and
Contemporary Issues. Routledge.
Nwankwo, S. and Richards, D., 2020. Contemporary issues in entrepreneurship marketing:
Sustainability, ethics, and social responsibility. In Entrepreneurship Marketing (pp.
337-358). Routledge.
Phillips, P. and Moutinho, L., 2018. Contemporary issues in strategic management (pp. 159-
177). Routledge.
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