Enterprise Rent a Car Essay

1923 Words Aug 31st, 2008 8 Pages

Jack Taylor began his business of Enterprise Rent-A-Car in 1962 in St. Louis, Missouri. Following the successfully philosophy of, "Take care of your customers and employees first, and profits will follow", Enterprise grew steadily to become the nation’s largest rent-a-car company. What separated Enterprise from its other competitors such as Hertz, Avis, and Alamo was the fact that the company focused on two segments of the home-city market rather than appealing to the airport-rental market.

The first market was the replacement market that targeted towards local customers in the Enterprise neighbourhood locations who needed rental cars as replacements while their cars were being serviced. Enterprise employees would often
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Due to increasing competition, Enterprise needs to find a new target market to capture more of the market share, while maintaining its loyal customers.
The new target market for Enterprise should be to those customers who do not need a rental car due to repair or leisure, but rather those who do not own a car at all, but needs one to run errands time to time. Specifically, Enterprise should focus on the middle/upper middle class who live in the suburbs and have limited access to public transit. Because large families tend to own cars, Enterprise should target the single men/women aged 24-45 in this case.


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