Enterprise Car: A Contemporary Marketing Issues Analysis Report

This report provides a comprehensive analysis of contemporary marketing issues within the context of Enterprise Car, a UK-based taxi service established in 1957. It emphasizes the importance of marketing for organizational success, including understanding customer needs, promoting products, and achieving competitive advantage. The report details the marketing process, highlighting the need to understand market competition, customer preferences, and the setting of sales and marketing goals. A significant portion of the report is dedicated to explaining and applying the marketing mix (4Ps) – Product, Price, Promotion, and Place – to Enterprise Car's operations, with a focus on developing new services like in-car Wi-Fi and refreshments to enhance customer experience. The analysis concludes that effective marketing strategies, including adapting to customer needs and leveraging the marketing mix, are crucial for Enterprise Car to sustain and grow its business in a competitive marketplace. Desklib provides students with access to this report and other solved assignments.

Contemporary
Issues
In
Marketing
Table of Contents

INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Explanation on Marketing...........................................................................................................3
Importance of Marketing.............................................................................................................3
Process of Marketing...................................................................................................................4
Brief explanation on Marketing Mix...........................................................................................5
Introducing Product/Service........................................................................................................6
Conclusion.......................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is very important for organization because in this business do promotion,
selling their products and get their product delivered to their customers. It help organization to
achieve their organization objectives. This enhance their performance level of production of their
business operation. The marketing help management to generate profits and expand and grow
their business in marketplace. Then management is able to gain competitive advantage in market
from their competitors(Balcerzak, and Pietryka, 2019). This report is based on Enterprise Car
which was established in UK in 1957. This enterprise offer taxi service to their customer in
market.
This report includes brief explanation on marketing process that how it will impact the
business operation and marketing mix for developing their new products/ services in market.
TASK
Explanation on Marketing
Marketing is framework which management need to play their role in their organization.
In marketing, there are many different activity is involved which management need to perform
for their enterprise growth and development. Then only it is possible for their business that they
able to sustain their company for long term period in market. In marketing, organization of
management need to proper examine need and wants of their customers in market (Chon and
Zoltan, 2019). Then only they able to know about taste and preferences which is changed and
management need to choose and manufactured products accordingly in market. The Enterprise
Car need to do marketing activities which is very important for business in market. In Enterprise
Car, management need to prepare marketing strategy for Enterprise so that they able to beat their
competitors for long term period. This able to help management to capture attention of customer
in market towards organization.
Importance of Marketing
In organization, marketing have very big role in business operation because it helps
marketing team to developed product according to their customer needs and wants of customer.
This help management to sell their product in marketplace and deliver their product to customer.
Marketing also help management to do promotion of their products by using different platform
like social media platform, Print advertisement, etc. this all cab use to promote their activities of

organization. In Enterprise car, management need to prepare strategy for their organization that it
will not affect business operation activity (Hall, Seyfi, and Rasoolimanesh, 2022). The
management of Enterprise Car need to choose appropriate advertisement activity which will help
organization to make their brand awareness more in market. If brand promotion is done on large
scale then they will able to capture customer attention towards their organization in marketplace.
This will sustain their customer for long term in market and they able to make loyal customer for
organization. This help management to grow and expand their business in marketplace.
Process of Marketing
In marketing process, there are many steps is involved in company which management
need to follow and apply in firm to run their business operation smoothly. Let's discuss all
process of marketing in brief in below:
 Understand Market Competition: In this, market competition the management must
need to proper examine competition level in market. Then management can prepare
strategy according to competition level of marketplace. This help Enterprise Car to
choose products accordingly and sustain their customer for long term in market.
 Understand customer: The management need to understand their customer need for this
they need to do research and development process in organization. This is a responsibility
for Enterprise Car that they properly examine market so that they able to know about
their needs and wants of customer (Jorge Alberto and Cristian Armando, 2021). Then
management need to full fill those needs and wants of customer. So that they gain
customer loyalty in market for their company.
 Market Niche: The enterprise of management set their different target markets within
marketplace according to different market segments such as age, gender, behaviourism,
location, etc. Enterprise Car need to set their target market in UK, so that they able to
categorised their customers into different groups. It became easy for firm to generate
revenue in organization.
 Set Sales and Marketing Goals: This very important for management to set marketing
goals and set sales of their organization. The management can measure their success level
in organization. Enterprise Car need to set sales of organization so that they know what
to achieve and prepare strategy accordingly. Management of Enterprise Car applied
SMART goals in organization for measuring the success level.

 Develop marketing Budget: The budget is also very important factor which
management need properly analysed and set budget of each activity of their organization
accordingly. This improve performance level of their organization and they try to reduce
over budget problem in organization. Enterprise Car need to set budget for their
marketing activity. This able to know management about their budget of everything, So
that they try to avoid over budget in organization and they work effectively in market.
Brief explanation on Marketing Mix
The marketing mix is the frame work which is used by the marketing management in
organization. In marketing mix the 4Ps is include which help organization when they developed
their new products and services. The 4Ps includes the Price, Place, Product and Promotion. This
all will required in the firm for manufacturing the product and run their business operation
smoothly in the market (KANAGARAJU and BALAMURUGAN, 2021). The Enterprise Car
need to apply the marketing mix in their business process so that they able to make effective
strategy for developing their new products in the market. Enterprise Car marketing team make
effective decision making for their enterprise.
Marketing Goal:
The management need to set the goals when they are establishing their business in
market. Then management will know what to achieve and how they are going to achieved. The
management need to prepare effective strategy for organization for accomplishing objectives.
The marketing team of company need to perform their duties with more responsibility then only
business can accomplished their objectives. The Enterprise car need to set objectives of an
enterprise then only marketing team prepare strategy that how they are going to achieved the
firm goals (Kovalčík, 2021). Enterprise car can also measure success level of organization by
comparing with objectives of business in marketplace and they also find out the problems which
is raised in business so that they unable to accomplished goals. The marketing goals of
Enterprise Car is grab customer and sustain their customer for long term in market.
Applying 4Ps of Marketing Mix
The 4Ps of marketing mix are briefly explained below:
 Product: The product is a thing which is offered in market by organization for sale in
market for customer and product help customer to satisfy needs and want of customer. If
product will not satisfy customer needs and wants in market then product need to be

changed by enterprise and developed accordingly to customer in market. In Enterprise
car, management need to choose product according to the marketing needs and wants of
customer in market of UK. This help management to fulfil needs and wants of customer
in market (Kumar, 2022). If product is not according to market needs and demands. Then
the will not able to run their business operation smoothly in market.
 Price: In market, price which customer is willing to pay for products to satisfies their
needs and wants of customer. The price is very important thing in organization which
management need to set according to the competition level in market. In Enterprise Car,
marketing team need to set effective price for their products which help enterprise to
capture customer and able to beat their competitors in marketplace.
 Promotion: The marketing management need to prepare strategy for doing promotion of
their organization products. The organization of product sales is based on the promotion,
if promotion is done on large scale then it become easy for customer to know about the
brand and product (Lien. and Hong, 2020). If promotion is not done properly, then in
market customer will not able to recognize brand product easily and customer don't trust
on the product. Enterprise Car need to do effective promotion for their organization
which will help hem to generate revenue and grab customer attention towards the brand
of the products in the market. The company of Enterprise Car use social media platform,
Print advertisement, etc. for doing promotion for their organization.
 Place: In market, organization need to choose and select premium location for their
organization, so that it become easy for customer to reach the store easily. In
organization, marketing team need to check that the location which is select must have
public convenience which help customer to reach their outlet in market. Enterprise Car
need to proper examine the place which is easy to find for customer and reach. The
location must be premium which they select so there customer is easily reached and if
customer don't have personal vehicle then they have public convenience facility to reach
the outlet.
Introducing Product/Service
Enterprise Car, developing the new product in marketplace which satisfy the needs and
wants of the customer in market. This is very important for Enterprise Car organization that they
need to make changes in their business operation which will make their customer more feel good

and comfortable when they used their services. The service which they provide to their customer
while they are using their services in market that management provide Wi-Fi in car because
when people travelling they face network issues so they don't used any online services properly
and refreshment meal like water bottle, candies, etc. which will help customer to make journey
more simple (Liu, and Dong, 2021). This both will easily grab the customer attention in the
market and they will able to gain competitive advantage in market.
Applying 4Ps of Marketing Mix to their selected products/services:
The Enterprise car need to apply the marketing mix for their product or service which they are
going to developed in their enterprise. This marketing mix help management to established their
new product/ service successfully in marketplace. Explain all 4Ps of marketing in brief in below:
 Price: The price which is followed by Enterprise Car enterprise is the customer's
perception of its value and type of product which will retain their customer for long term
(Thanh, and Huong, 2020). The management of Enterprise Car don't charge extra price
for their new product/service which they provide to customer in market.
 Place: This new service is available everywhere of the organization of market so that
customer will also take the advantage of this new services. This will able to capture more
customer in market (Van Esch, Black, and Ferolie, 2019). The customer of different place
easily use only Enterprise Car services in market and this will directly impact on the
enterprise revenue.
 Promotion: The Enterprise car need to do promotion of their new product/ service so that
customer will also aware about their new product/ service which is offered by company
in market. Enterprise Car used social media platform and email advertisement for
promotion of new product and services in marketing.
 Product: The product which is offered to customer by Enterprise Car must be fulfilled
their needs and wants of their customer when they are suing the services (Villi, 2021).
Enterprise car provide new services like Wi-Fi and refreshment service to their customers
when they do travelling because when people travelling they faced problem of
networking so this will now resolve and customer can easily use online services.

Conclusion
From this above report it has been state that the marketing is very important for organization for
gaining competitive advantages in the market. This report concludes the marketing importance
that how it will affect business process and it also consist of marketing mix that that how
organization is going to apply marketing mix so that they developed new product effectively in
market and this will help to gain competitive advantage in market.

REFERENCES
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Hall, C.M., Seyfi, S. and Rasoolimanesh, S.M. eds., 2022. Contemporary Muslim Travel
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