Enterprise Case Study Essay

1744 Words May 21st, 2013 7 Pages
Nova Southeastern University
Wayne Huizenga Graduate School of Business & Entrepreneurship

Assignment for Course: MKT5017- Delivering Superior Customer Value

Submitted to: Donovan McFarlane

Submitted by: Paige Chin- paige.chin@live.com Date of Submission: July 25, 2012

Title of Assignment: Case Analysis 1- Enterprise Rent A Car

CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledge and disclosed in the paper. I have also cited any sources from which I used data, ideas of words, whether quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course.
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Microenvironment is the factors that affect a company’s or a business’s operations.
Enterprise Company works together with insurance companies, and this helps to bring in a lot of their profits. Insurance companies will pay the cost of a rental car, but then Enterprise will use this opportunity to then rent to the customer an upgraded car for an extra cost, which is how they are able to make an additional profit. This is a good ‘partnership’ and is a great benefit to Enterprise as insurance companies are filtering in a steady and constant customer flow. The reason why this has been able to be such a success is the fact that enterprise has so many locations, and this benefits the consumer because they will almost never have to go out of their way to rent a vehicle and as added value Enterprise will even pick the consumer up.
Enterprise has become the largest rent a car company however two of their biggest competitors are Avis Car Rental and Hertz Car Rental. Avis has the upper hand over Enterprise because they also very responsive to customers needs and wants for example they have created self-service check-in options at airports as they also have apps on iPhone and iPod Touch application in addition to satellite radios and GPS systems.

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