Enterprise Rent A Car Essay

2308 words - 9 pages

SWOT With Enterprise, the customer always comes first. This is a major strength that the company has capitalized on in order to separate itself from the competition. Their "We'll pick you up!" slogan is the primary focus of the company's customer service aspect. After the customers, the focus is on employees. Good customer service comes from only the best employees and Enterprise wants all of their employees to be happy with their jobs. By offering a sense of ownership and incentives to advance within the company, Enterprise employees are often very satisfied with their positions.Enterprise is the largest car rental company with the largest fleet and the most rental locations. Because of this, they are easily accessible all over the country. Their main market focus is the home/city market segment and they are the industry leader in this segment with the most market share. In order to stay on top, Enterprise has kept up with technology and has formed many long-term alliances with insurance agents and car repair shops to produce referrals.Shifting to the weaknesses of the company finds Enterprise falling short in a couple of areas. Enterprise does not have the largest market share in the entire car rental industry. The company has established itself in the home/city market and has not entered the largest segment of the industry""airport rentals. As a result, they have low awareness in the industry. Another drawback is the lack of a frequent customer program. Most major car rental companies have these repeat-buyer clubs as they attract repeat business and create more customer awareness. Within the company, Enterprise is also having problems recruiting good employees. Because awareness of the company is low and the image of working for a car rental company isn't that glamorous, college graduates often overlook employment opportunities with Enterprise.The biggest foreseeable opportunity for the company to take advantage of is the airport market segment. This is the largest market segment of the car rental industry and it's been left untouched by Enterprise. Next would be the under 25 yr. old segment. Rental car companies often leave out possible customers in this segment by either not renting to them or adding large fees to the normal rental rates. Enterprise on the other hand, does rent to the under 25 segment and charges a small fee or no fee at all.The leisure rental market is another segment that Enterprise can expand into. This market is largely made up of people that want to rent more expensive cars (SUV's and convertibles) for the weekend. Another opportunity for the company is to expand its system of alliances with businesses and schools/universities. More incentives can be offered to this segment in hopes of opening up more business opportunities.Enterprise will have to watch out for threats in the industry to keep its competitive position. One of the threats is the opportunity for other car rental companies to enter the home/city segment,...

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