Enterprise Cars: Marketing Strategies and Contemporary Issues

This report examines contemporary marketing issues through a case study of Enterprise Cars, focusing on the marketing mix and its importance in achieving business growth. It explains the core concepts of marketing and the marketing mix (Product, Price, Place, Promotion), highlighting their significance in understanding customer needs and planning successful product offerings. The report details how Enterprise Cars can apply the 4Ps to develop new services, such as providing amenities for families traveling with babies and offering discounts for long-distance rentals, to enhance customer satisfaction and loyalty. It concludes by emphasizing the role of effective marketing strategies in maintaining a competitive edge and fostering brand awareness.

Contemporary Issues
in Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
An explanation on Marketing.................................................................................................3
An explanation of Marketing Mix..........................................................................................4
Introduction to new product/service.......................................................................................5
Application of 4Ps that are used by Enterprise Cars in developing new products and services.6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The concept of marketing is considered as a significant component for every organisation
within the existing scenario because there is cut-throat competition within the marketplace. In
order to gain competitive advantage, it becomes essential for an organisation to sustain within
the competitive environment (AMA, 2021). Contemporary issues in marketing is concerned with a
comprehensive, up-to-date as well as cutting edge resource which facilitates a coherent
understanding of the topical issues within the process of marketing. This report is based on the
case study of Enterprise Cars which will explain the nature and importance of the marketing mix
within the process of marketing. This kind of process is required by the respective company for
its effective growth as well as development within the marketplace. There will be discussion on
how marketing mix as well as other major marketing theory can influence the success of the
marketing activity in specific reference to customer satisfaction.
MAIN BODY
An explanation on Marketing
Marketing is defined as a process of advertising, promoting and selling of products as
well as services of an organisation to its potential customers within the marketplace. Within the
process of marketing, business is needed to appropriately examine the market regarding the
different needs and wants of the target market. This gives organisation a competitive edge which
leads to enhancement in the volume of sales and profit margins of the company. In context to
Enterprise Cars, marketing department of the company is required to conduct research and
development process in order to understand and adapting the changes that occur within
marketplace for fulling customer demands and providing maximum level of satisfaction to them.
For attracting a large number of customers towards products and services of organisation,
Enterprise Car is needed to consider the tool of marketing mix and its different key elements.
This will help the company in meeting the expectation level of the market share within the
market. As per the case study, the respective organisation is required to promote its products and
related services among customer-base which will facilitate in enhancing sales and profitability
level of business (Amjad, Rani and Sa'atar, 2020). It will also generate brand awareness among the
target market of Enterprise Cars regarding its products such as cars and capture more and more
customers. When customers want to buy car, they first think of the brand and its differentiated

and unique features as well as benefits and after that they purchase the car. This is how
generating the brand awareness among the market share can attract the customers towards the
products and related services of the company and its brand. In such way, Enterprise Cars is
required to maintain its effective and strong brand image within its markets so that it can gain the
trust of its target market.
An explanation of Marketing Mix
The tool of marketing mix provide assistance to an organisation in framing effective
marketing strategies for the purpose of fostering its brand as well as products and services among
the customers within the marketplace (Chakraborty, Mukherjee and Saha). There are different key
elements of the tool of marketing mix and these major elements consist of product, price, place
and promotion. The significance of marketing mix within the business facilitates in gaining the
understanding regarding what kind of product or a service can be offered to the target market and
also assists in planning a successful product offering. Another major importance of marketing
mix tool is that it helps the organisation in making use of its strengths along with avoiding
inessential costs that occur within business. The management of a company uses marketing mix
at time of developing its new products and services within existing or new markets. In such way,
the company can easily understand the customers perceptions and then plan accordingly for
satisfying their needs and wants along with maximising their satisfaction level. In relation to
Enterprise Cars, organisation can use and apply such kind of marketing theory for analysing
different requirements and demands of customer-base. It can provide assistance to the respective
company in capturing a large number of customers within the marketplace towards the products
and related services of the company such as cars. The different elements of the marketing mix
are described as follows in relation to Enterprise Cars:
 Product: The products of the Enterprise Cars are made or in the pipeline for attracting
more and more customers. As per this marketing mix element, the products of respective
company are not viewed as a tangible product but the source of value to be delivered to
the target market (CHERUKUR and PRIYA 2020). Value to the market-base of Enterprise
Cars can be delivered in multiple ways like point of sale equity, physical product,
convenience of availability, word of mouth references, financing plans to buy products
and many more. Such various ways help the organisation in understanding product

concept offering marketing managers of Enterprise Cars an opportunity for differentiating
its whole value proposition from that of rivalries.
 Price: Conceptually, the perceived value is considered as the maximum price that a
customer is willing to pay for the products of Enterprise Car in the given competitive
context. The respective organisation follows premium pricing strategy at time of selling
its products such as cars and related services (AJames, Garth and Perry, 2019). The
company is well respected and well-established within the marketplace therefore, it
fetches a slight premium over other rival brands. A slight premium price not only
concentrates on the features of products but also stops other key players from taking entry
into existing market segment. A high premium pricing may capture more entrants and
hence can lower the profit margins of the organisation.
 Place: It refers to distribution channel through which Enterprise Car delivers its products
and related services to its potential customers within the marketplace. The management
of the organisation is also required to make an analysis of the best location for the
business as it will directly influence organisation within marketplace. In case if place is
premium for the company then it will capture a wide number of customers and their
attention within the market. It will also become easy for the customers of Enterprise Cars
to reach organisation in an effective manner. Public Transport Facility must be accessible
to the market share which will bring efficiency within business.
 Promotion: This element of marketing mix facilitates an organisation in promoting its
brand and products as well as services among the customers in market. There are
different promotional tools which are at the disposal of Enterprise Cars and these include
sales promotion, advertising, personal selling, public relations, social media marketing,
digital marketing as well as direct marketing (Länsipuro and Karjaluoto, 2021). The
company can make use of these multiple promotional tools to persuade the customers and
communicating with them regarding existence of product and its price along with its
differentiating features as well as places where customers can purchase these.
Introduction to new product/service
Enterprise Cars is required to concentrate on the process of development of the new
services within the organisation that is required to analyse the demand of the market-base. It is
needed to satisfy the different needs and wants of the company within marketplace which leads

to increment in the number of sales and profit margins of the organisation. The management of
Enterprise Cars is introducing its new services to the potential market share within marketplace.
New services that are offered by this organisation to its target market include that when a woman
is travelling for long distance with its small baby/ies feel comfortable and provide equipment
within the car which entertains small kid/s. This will be the first company which will provide
such kinds of services within the marketplace (Malik, 2022). Another new service that will be
offered by Enterprise Cars is that when customer rents car for 300kms or over it then, they will
get get discount accordingly. Such kind of new service and effective strategy will help company
in maintaining customer loyalty towards organisation and its services. This will also provide
assistance in enhancing the level of satisfaction of the market share within the marketplace.
Application of 4Ps that are used by Enterprise Cars in developing new products and services
 Product: In context to Enterprise Cars, the products include the new services within the
organisation that will provide safety to small baby/ies at time of travelling. Another
service is related to discount factor in case when customer is rented for 300kms or more
then they will get discount accordingly. Such kinds of services will facilitate the company
in attaining more and more customers towards organisation which will enhance business
profitability and productivity.
 Price: Enterprise Car will not charge any hidden cost from its potential customers within
the marketplace. The company will charge extra cost at time of offering its new service
from its customers and will just be only for better experience of customers at time of
making use of such services and for safety of baby/ies while travelling. This will be the
effective and best way for the company to attract more new customers. At time of paying
amount to the company, customer wants that its satisfaction level must be fulfilled and it
becomes responsibility of the organisation that is required to be fulfilled for its customers
within marketplace.
 Place: new services which they offer to customers in the market. The promotion is very
important for organization because it help to create awareness of their new services in the
market, Then only customer use the services in the market (Wang, 2021). This is why
promotion is very important for organization in the market (Saarinen, Rogerson and Hall,
2019). If customer know then only they take privilege of the product and service of the
organization in the market. If customer is not aware of their new products or services,

then customer will not use in the market.The new services which is offered to customer
by the Enterprise car is available every where in the world wide. The customer can use
this service from anywhere. This will increase their customer support in the market . The
customer is also happy to work in the organization. This strategy is very effective for
management for run their organization process smoothly in marketplace.
 Promotion: The management need to promote theirtheir new services which they offer to
customers in the market. The promotion is very important for organization because it
help to create awareness of their new services in the market, Then only customer use the
services in the market (Shaari and Salleh, 2018). This is why promotion is very important
for organization in the market. If customer know then only they take privilege of the
product and service of the organization in the market. If customer is not aware of their
new products or services, then customer will not use in the market.

CONCLUSION
From this report it can be concluded that there is presence of contemporary issues in marketing
that helps in facilitating a coherent understanding of marketing. This above report is based on
Enterprise Cars that describes and explains the marketing mix along with its nature and
importance. This process is required for effective growth as well as development of the
respective company within the market. There is a complete discussion on marketing mix as well
as other major marketing theories.

REFERENCES
Books and Journals
AMA, A.M.A., 2021. Contemporary Issues in Social Science. Age, 395, p.396.
Amjad, T., Rani, S.H.B.A. and Sa'atar, S.B., 2020. Entrepreneurship development and pedagogical gaps
in entrepreneurial marketing education. The International Journal of Management
Education, 18(2), p.100379.
Chakraborty, T., Mukherjee, D. and Saha, S., Contemporary Issues in Sustainable Development.
CHERUKUR, R.B. and PRIYA V, P.A.D.M.A., 2020. A Study On Impact Of Digital Marketing In Customer
Purchase In Chennai. Journal of Contemporary Issues in Business & Government, 26(2).
James, F.A., Garth, D.H. and Perry, S., 2019. Policing and Minority Communities: Contemporary Issues
and Global Perspectives.
Länsipuro, H. and Karjaluoto, H., 2021. Data-driven marketing processes: Boundaries and how to
overcome them. In Contemporary Issues in Digital Marketing (pp. 22-31). Routledge.
Malik, M.A.A., 2022. Three Contemporary Issues in Development Economics (Doctoral dissertation,
American University).
Saarinen, J., Rogerson, C.M. and Hall, C.M. eds., 2019. Tourism planning and development:
contemporary cases and emerging issues. Routledge.
Shaari, H. and Salleh, S.M. eds., 2018. Contemporary Research in Brand Management (UUM Press).
UUM Press.