Marketing Strategy and Contemporary Issues Report: Rent-A-Car

This report provides a comprehensive analysis of contemporary marketing issues, focusing on the case of Rent-A-Car. The introduction highlights the significance of these issues in business operations, emphasizing product development, innovation, and management. The main body delves into Rent-A-Car's background, followed by an examination of its external and internal business environments using PESTLE and SWOT analyses, respectively. The report then explores the marketing mix, including product, price, place, promotion, people, process, and physical evidence strategies employed by the organization. Furthermore, it discusses the STP model, encompassing segmentation, targeting, and positioning. The evaluation section assesses the effectiveness of these marketing strategies, and the conclusion summarizes the key findings. Finally, the report includes a list of references for further study. The analysis demonstrates how Rent-A-Car adapts to the dynamic market conditions to enhance its market position and achieve its business objectives.

Contemporary Issues in
Marketing

Table of Contents
INRODUCTION .............................................................................................................................3
MAIN BODY ..................................................................................................................................3
Introduction to organization ..................................................................................................3
Marketing theory in relation to external and internal business environment.........................3
Marketing Mix .......................................................................................................................6
STP Model..............................................................................................................................7
EVALUATION ...............................................................................................................................8
CONCLUSION ...............................................................................................................................8
REFRENCES ................................................................................................................................9

INRODUCTION
Contemporary issues in marketing means those aspects which has been used in order to
deal with situations more effectively. The issue is based over various aspects of markets which
tends to effect business and its operations on large scale. Thus business has to face challenges
through these issues. These issues are based upon product development, innovation and
management. Also it tends to improve business by allowing its establishment on large scale with
success. The selected organization is Rent-a- car which has been formed in the year 1957 and has
been operating within United Kingdom. Also the report mainly explains about marketing mix
and various others theories regarding marketing.
MAIN BODY
Introduction to organization
The selected enterprise is Rent-A-Car which is an rental care organization operating as an
American rental agency having its headquarters in Clayton, Missouri, in Greater St. Louis.
Enterprise is the flagship brand of Enterprise Holdings. The organization has been operating
since 1957 . The organizations has been operating all over world which made renting of car easy
and flexible in nature. The organization is sub organization of Enterprise Holdings which
provides various kinds of transportation services on rental basis. This organization has large
network which makes business developed more effectively.
Marketing theory in relation to external and internal business environment
External business environment: This business environment means those aspects which
is used for developing business within particular market(Crabtree and Zhang, 2022). There are
various kinds of elements that is covered within business operations which deals with various
marketing techniques. In order to make sure that business organization are able to establish
within particular market PESTLE analysis requires to be used. It acts as tools helping business
organization to understand about political, economical, social, technology, legal and
environmental factors. Further, PESTLE in relation to Rent-A-Car has been conducted as
follows:
 P-Political elements These are the ones elements that is primarily based totally over
guidelines that has been shaped through authorities with particular country. These

policies impacts development of organization holding motive of expansion. The Rent-A-
Car has been facing problems due to change within tax policies that has resulted in
making sales of organization decreased(Bouchet and Sobry, 2019). The Rent-A-Car due
to rigid tax policies of government faced problem with positioning of enterprises.
 E-Economical elements: These factors are based upon economic development which is
used for making enterprise achieve economic goals and objectives set by an organization.
In this element perspectives like import and export, inflation and deflation with
unemployment is covered. This leads towards developing balance within enterprises
regarding there profit and loss ratio. Since there are strong situations of UK market which
has leads towards bringing high revenue generation for organization like Rent- A- Car by
uplifting its sales(Cannonier and Burke, 2022).
 S-Social elements: The factor is based over needs and wants pertaining within market
by an individual. This factor leads upon developing product and services by an
organization as per customers interest(Cannonier and Burke, 2022). Thus organization
like Rent-A-Car should understand about needs of customers for developing large
customer base.
 T-Technological elements Technological factor is an important aspect which relates
over various kinds of development that has been taking place within technology on daily
basis. The modern technological development helps organization in developing various
kinds of process present within an organization(Erkmen, Uslu and Kurbanoglu, 2020).
Technology has been enhancing in a way that techniques like cloud computing,
augmented fact and artificial intelligence developed making organizational operations
conducted easily. Thus for an organization like Rent-A- Car technological development
plays important role in terms of improving process of online payment and online tracking
of locations.
 E-Environmental elements Environmental factors are those factors which has been used
in order to deal with issues that has been existing within an organization. These factors
are developed for creating environment awareness. This elements is mainly used to
protect environment by using laws applied within it. Thus organization like Rent-A-Car
is required take measures leading towards protection of environment and must used more
if electric vehicles which reduces air pollution by reducing carbon emission. Also carbon

foot prints must be controlled by using electric payment methods making paper usage
less(Crabtree and Zhang, 2022).
 L-Legal elements Legal factors are those aspects which is required to be used in order to
understand about its various guidelines making organization achieve goals and objectives
more effectively(Erkmen, Uslu and Kurbanoglu, 2020). Rent-A-Car must follow all
guidelines regarding legal measures making legal structure developed related to
employment, contract and vehicles laws. This helps in creating marketplace stability for
operations within market.
Internal Business environment: The internal environment is based over various kinds
of aspects which impacts internal working of business. In order to make sure that these aspects
related to the environment is covered SWOT analysis is conducted. It is tool which is used for
analysing of strengths, weakness, opportunities and threats which leads towards business
structure formed more effectively. Thus SWOT analysis for Rent-A- Car has been conducted as
follows:
 Strengths: The biggest strength that has been posses by an organization like Rent-A-Car
is based over its GPS tracking accuracy which allows locations to be identified
immediately. It has helped in making rental services effective within the local market of
USA.(Flash and et. al. 2020). Also it holds strength in terms of leadership capacity which
is strong and has made organization like Rent-A-Car develop its hold within market. Also
productivity of employees increased which made organizations position within market
become strong. Its customer base is its strength being an new organization it is able to
capture customers within various cities of USA and has made itself established within
other countries.
 Weaknesses: The biggest weakness posses by Rent-A-Car is its customer service which
is not good. Since queries are not solved on time and at times customer has faced ill
behaviours of customer executives making business environment disturbed. Another
weakness its is brand image which is not strong enough making fluctuation caused within
its customer base. This leads upon make organization like Rent-A-Car face problem in
generating revenue within particular area(Flash and et. al. 2020).
 Threats: Increasing Competition With financial balance in UK, that brings growing
opposition with inside the market, in which the Rent-A-Car group faces large opposition

that negatively effect because the commercial enterprise losses its market to the and
present hospitality commercial enterprise with inside the market The multinational
company presenting costly and best offerings, clients regularly select such company that
consequences to predominant chance to the Rent-A-Car group(Gbadamosi, 2019).
 Opportunities Online presence With growing reliance over net platforms, on line
presence has come to be an crucial device for companies. the Rent-A-Car group Hotels
establishes its on line presences wherein exceptional clients book the offerings from any
region via the web platform, it additionally facilitates the commercial enterprise to assess
the feedbacks from the clients, supply the advertising and marketing message to persuade
and draws increasingly.
Marketing Mix
Marketing blend is a idea of advertising techniques that a commercial enterprise
organization desires for you to stand in a marketplace and achieve its commercial enterprise
goals. Rent-A-Car uses this device of advertising to to get explanation of what to produce, for
whom to produce. It additionally allows in information the organisation with the desires of
clients, promotional activities, marketplace location and different elements of advertising.
Description of advertising blend with the concept of Rent-A-Car are as below:
 Product: With the assist of this tactic, Rent-A-Car describes its product to be produced
to satisfy the middle desires of goal target target market(Gbadamosi, 2019). Rent-A-Car
gets explanation of producing mineral merchandise for sheep and farm animals with the
aid of using focused on clients from farm animals farms, sheep farms, etc.
 Price: Rent-A-Car uses aggressive primarily based totally approach of rate to decide its
product rate in marketplace. This approach works with the aid of using figuring out rate
of merchandise set with the aid of using aggressive opponents in marketplace. It is both
achieved with the aid of using barely boom in rate variety or lower in rate of a product
compared to its aggressive opponents(Mogaji, 2021).
 Place: Rent-A-Car sells its product now no longer simplest with the aid of using putting
in premises in marketplace however additionally with the aid of using launching
websites, android apple applications, catalogue, SEO, etc. Company makes use of its very

own private internet site for buying and selling merchandise on virtual
platforms(Radosavljevic, 2022).
 Promotion: Rent-A-Car uses special sort of promotional advertising strategies which
incorporates conventional advertising, social media advertising, advertisement, PR etc.
that allows in connecting with clients past geographical area (Sülük and Aydin, 2019).
 People: Rent-A-Car has some of employees, trainers, managers, designers, net
developers, income men and women to symbolize consumers, etc. Employees are
properly skilled to remedy customer queries concerning merchandise and troubles faced .
Digital crew works on monitoring income and connecting target target market of virtual
sites(Sülük and Aydin, 2019).
 Process: Rent-A-Car is concerned with inside the multi manner which incorporates
laboratory, manufacturing, warehousing, etc. Company makes use of the manner of
commercial enterprise partnering in which organisation combines with its providers and
farmers and stocks a part of earnings with them in return(Radosavljevic, 2022).
 Physical Evidence: Rent-A-Car simply does now no longer has bodily look as shops and
premises however additionally has a branding as a producer of mineral merchandise and
dairy merchandise with inside the marketplace of UK. Rent-A-Car additionally operates
with distribution of its merchandise to special distributes round UK(Mogaji, 2021).
STP Model
STP Analysis is the framework that scrutinize product and offerings with communicating
behaviour for advantage of precise client phase. It has three steps that facilitates the agency to
connect to precise client phase that saves time and money(Mogaji, 2021). Rent-A-Car is a
livestock feed agency that use this framework for promoting the product to their precise client
with out losing time on other. This has a few steps to attach the client which might be discusses
below:
 Segmentation: first step of this version is segmentation that primary intention is to create
diverse phase on the idea of agency product. Rent-A-Car agency produce livestock feed
that is ideal for livestock fertility then agency pick out that client who've livestock and do
commercial enterprise of dairy products(Gbadamosi, 2019).
 Targeting: It is the second one STP advertising version which primary intention is
decide the phase which have determined earlier than and make their favoured conversion.

In Rent-A-Car the phase is behavioural on that foundation goal techniques are
studies(Flash and et. al. 2020).
 Positioning: It is the ultimate step of version, wherein agency make efforts to make the
client everlasting with inside the aggressive marketplace via way of means of presenting
special benefits(Erkmen, Uslu and Kurbanoglu, 2020).
EVALUATION
Business issues are those issues which are based mainly upon aspects related to market
and marketing. In order to make sure that organization has developed itself within market
PESTLE and SWOT analysis is conducted which makes development done of organization
internally and externally(Radosavljevic, 2022). Then theories and models related to marketing
mix has been explained which made Rent-A-Car expand itself within various countries.
CONCLUSION
From the above discussion it can be concluded that contemporary issues of business are
based upon marketing and various aspects related to it. In this reports various models of
marketing has been discussed that has helped Rent-A-Car to develop understanding about
various marketing aspect. In this report various theories of marketing mix is discussed making
different elements in relation to market perspective is discussed.

REFRENCES
Books and Journals
Bouchet, P. and Sobry, C., 2019. Sports tourism: contemporary issues and new trends on a global
market. In The global sport economy (pp. 295-317). Routledge.
Cannonier, C. and Burke, M.G., 2022. Contemporary Issues Within Caribbean Economies.
Springer.
Cannonier, C. and Burke, M.G., 2022. Contemporary Issues Within Caribbean Economies.
Springer.
Crabtree, R.M. and Zhang, J.J., 2022. Challenges and opportunities of contemporary sport
marketing: Strategic perspectives. Sport Marketing in a Global Environment, pp.1-13.
Erkmen, C., Uslu, B. and Kurbanoglu, S., 2020. Contemporary Issues on Pharmaceutical
Researches. Combinatorial Chemistry & High Throughput Screening, 23(10), pp.990-
990.
Flash, A and et. al. 2020. Contemporary Issues in Business Economics and Finance. risk, 60,
p.136.
Gbadamosi, A., 2019. Marketing ethics, green and sustainable marketing. Contemporary Issues
in Marketing: Principles and Practice, 185.
Mogaji, E., 2021. Contemporary issues in brand management. In Brand Management (pp. 241-
255). Palgrave Macmillan, Cham.
Radosavljevic, G., 2022. CONTEMPORARY ISSUES IN ECONOMICS, BUSINESS AND
MANAGEMENT-EBM 2022. Ekonomski Horizonti, 24(1), pp.105-106.
Sülük, S.B. and Aydin, K., 2019. Marketing communications and experiential marketing in the
context of augmented reality. In Contemporary Issues in Behavioral Finance. Emerald
Publishing Limited.