Enterprise Rent-A-Car is among the largest rental cars companies in North America. That specializes in featuring customers temporary or a replacement unit vehicle.


Jack port Taylor founded the company in 1957 in which he started Venture Rent-A-Car because an Executive Leasing Firm with just seven cars. The company started leasing vehicles for longer times. Later on exec leasing released itself being a short-term local rental operation with 17 automobiles plus a car sales split. That’s when the company improved its name from Executive Rental to Enterprise Leasing.

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Established in St. Louis, Missouri, their number of rental units began rising and by the mid 70’s the number of rentals hit 5,000. Enterprise also started offering fuel, maintenance and insurance products.

In the 90’s, Enterprise expanded its operations into the UK and Canada. In 2004, Enterprise started its Month or More service to both business and retail consumers with rental vehicles. Then in 2007, Enterprise expanded into Puerto Rico and the Caribbean. In addition, Enterprise purchased Vanguard Car Rental; National Car Rental and Alamo Rent a Car businesses from Cereberus Capital Management.

In 2008, Enterprise and the St. Louis Car Sharing Cooperative launched WeCar which is an environmentally friendly car sharing program.

Enterprise now operates more than 713,000 vehicles including more than 120 different makes and models. It also has more than 8,000 rental offices and operates 230 on-site airport locations throughout the United States, Canada, UK, Germany and Ireland.


1. The strategy Enterprise is using and its components

Business Strategy

Enterprise’s strategy is to achieve and fulfill its mission by Jack Taylor’sphilosophy: “Take care of your customers and employees first, and profits will follow Key elements of Enterprise’s strategy involve long-term loyalty, motivation & promotion. Enterprise employees try to build long-term relationships with customers by over delivering on their promise. Motivation acts as a key component of Enterprise’s strategy. Enterprise motivates its employees to provide exceptional customer service by developing, providing opportunities for growth and giving incentives for their achievements. Enterprise promotes managers from within, which creates a hardworking & motivated work force. Their business motto is to hire smart, motivated individuals and give them the tools to run a business by delivering customer service. Delivering exceptional customer service results in repeat customers, which results in growth at each of the local branches. Following business growth, Enterprise’s strategy is to open more branches and create new opportunities for its current employees. Overall, Enterprise’s strategy is to satisfy its customers and motivate its employees to achieve long-term profitability

Product and Market Strategies

Enterprise has a management plan that separates them from others providing them with a significant competitive advantage. Enterprise made a decision to sustain a decentralized, professional, and entrepreneurial approach to management. Decision powers are given at the branch level where the employees are also offered unique training programs. Management trainees and interns start at the bottom learning the different aspects of the business and also experiencing different management styles. After working as a management trainee or intern, an individual has the opportunity to be promoted. Promotions are based off of performance and not on seniority.

Process is Management Assistant >Assistant Manager (Begin to train, supervise and mentor employees) >Branch mangers >Location manager

Foreign Involvement

Enterprise international operations are located in: Canada, UK, Ireland, Germany and Muelle Rico. Additionally , the company has more than 900 international car rental branches. The Canadian operation of the company operates a fleet of a lot more than 55, 000 vehicles in 500 spots (80 airport locations). Euro operations for the company are located in the UK, Germany and Ireland.

Analyzing these strategies, Organization appears to be taking on a growth strategy. Their approach entails presenting new locations, adding new features to existing products.

Examining the Market

Porters Competitive Forces

There are many factors that drive competition within the car rental industry. Price competition may not be the only factor; as companies are focused on putting into action a value program and permanent profitability. In addition , most companies will be gradually decreasing their focus on their air travel operations and focusing on leisure time rentals.

Risk of potential entrants can be low considering that the established rental cars companies include continued to improve their business. Plus, all their competition is definitely fierce within the car rental sector. Alternatives to Business Car Rental include online video conferencing, virtual teams, collaborative software, personal cars and public transfer. Supplier electricity within the car rental industry is low. Suppliers do not have a tremendous influence in supplying cars as there are many.

SWOT Research


Market Recognition leading to a strong brand image

Large number of vehicles

Large scale of operations

Robust monetary performance within the company

Top performer in Customer Service


Focus of assets

Routine service and expense of repairs

No visible rentals

Very capital intensive businesses


Latest initiatives

Growing global car rental market

Elevating use of the internet

Greater presence in airports


Intense competition

Large labor costs

Increasing Interest rates

Increasing energy prices







Firm Cars


Taxes & Duty


Eager competition, political issues with certain corporations and high taxation due to the express


Surplus Capacity

Economies of Scale


Mergers and strategic forces

Environmentally safe cars

Diversification among competitors


Car Culture

Clothing and Taste


Consumer taste differentiation




Plant Effectiveness

Online Car Rental Reservation Systems

Overall Industry Attractiveness

The general market charm for the auto rental sector is fairly eye-catching

Consumers can continue to travel and leisure and require rental automobiles for insurance replacement leases and car sharing

With low flights numbers recently, the car rental industry has received a slight decrease. Consumers will begin to travel since the economy begins to recover from recession. On the flip side, non-airport locations will be continuing to grow in revenue from people taking local vacations and insurance clients (Appendix 1 indicates income for Business went up during recession). Small rental cars companies would have to focus on market markets or perhaps risk personal bankruptcy.

As demonstrated in the analysis above, you will discover multiple politics issues which include legislation, income taxes and duty and company cars. A few consumers would get frustrated with all the high taxation E. g. Fuel Taxes, Environment Taxes and Airport Tax. Monetary factors demonstrated above incorporate: Excess capability, economies of scale, diversity and mergers and tactical alliances. Social factors happen to be when consumers tend to have distinct tastes upon vehicles which will cause them to favor different models and makes. Technological elements such as E-Commerce, safety and plant efficiency plan is an important part too.

The overall marketplace attractiveness is usually high since consumers will certainly continue to travelling in out of your country and would need to lease vehicles.

Buyer Analysis

There are four main types of consumers: leisure, business, sharing and leasing. These types of consumers most have another type of perspective for the business and what they visited purchase. Amusement consumers might be interested in purchasing an affordable, cost-effective car while a business tourist would select the luxury model.

2 . The actions administration has taken up implement technique, including important policies and procedures, support systems and management methods The management of Venture Rent-a-Car provides taken various actions to implementtheir technique. From employing educated, competitive, social employees, giving them sense of control, encouraging these to be pioneeringup-and-coming, and giving its managers autonomy in operating their locations. To supporting corporate and business innovation to be able to identify best practices and apply this knowledge throughout the company, as they would with their renowned sloganWe’ll decide on you up. Development of activities such as the Business Rent-a-Car Ethnical Compass, to help guide their particular service focused employees in interacting with the customer, each other, and the local community. Personnel who used the principles of the social compass had been recognized because of their work and encouraged with the Jack Taylor Founding Ideals Award and a grant for a local non-profit cause.

Enterprise Rent-a-Car developed the Enterprise Support Quality Index (ESQi), which supplies a report for each branch based on their particular customer service satisfaction, in order to increase customer satisfaction, and managers were hosted publicly responsible for their results. Enterprise employed compensation and career advancement offers along with the ESQi to inspire and encourage employees, as long as their location’s ESQi rating was at or above the company average might they be eligible for promotion. Organization Rent-a-Car, likewise used the Automated Rental Management System (ARMS), a system which usually linked every one of Enterprises places together in order to automatically update and also give vehicle status reports to insurance companies, and in 2006 joined with FIX AUTO Network to provide more efficient ways of sending collision repair and rental status reviews to be monitored by insurance agencies. Although Business Rent-a-Car prompted autonomy amidst its manager, and its staff to be gumptiouspioneering, up-and-coming, it nonetheless administered several corporate control of individual places to ensure persistence and to apply and accomplish its desired goals. Enterprises actions in all six of the market sectors:

1 . Off-Airport Market- Supplied great customer satisfaction with great prices, which in turn appealed to leisure travellers and worth minded organization travelers.

2 . On-Airport Market- Offered prices at airfields that were on average 20% under the industry common.

3. After-Market/ Used Automobile Sales- Established a haggle free shopping for policy, advertising cars under the Kelley Blue Book outlined retail worth. Also all Enterprise’s applied cars handed a 109-point inspection by an ASE-certified technician together a 7-day repurchase contract.

4. California Vanpool Services- Prices diverse according to van size, round-trip range, and products included.

5. Rent-a-Truck- Provided great customer support, customized payment, and 24-hour roadside assistance.

6. Intercontinental Operations-Enterprise chosen locally, bought cars locally, and dedicated to off airport terminal markets just like providing corporate and business travel automobiles, replacement autos, and navy management.

The assessment of culture plus the role it plays in the success of Enterprise

Venture Rent-a-car culture is based on their core ideals and what the company lives by. Plug Taylor would not talk about starting values when he started up his business in 1957 ” he and his team just existed by all of them. They be an example through a personal commitment for the company as well as its customers. These values have served while the foundation for his or her growth and success for over five years. And today, this simple, yet powerful group of beliefs is more critical than in the past to their continued success; its how they carry themselves responsible everyday. Once Jack The singer founded Venture, he obviously articulated his business philosophy. “Take care of your customers as well as your employees, and profit will take care of itself.  “Treat customers the way you would want to be treated as being a customer.  “Repeat customers are the fastest way to develop a solid foundation of business.  “Never promise what you can’t deliver; deliver much more than you promise.  “After dealing with all of us, we want buyers to say, ‘This is the best place I’ve ever done business. ‘

Enterprise has remained faithful to these basic principles. Taylor’s beliefs is also reflected in a device called the Enterprise Ethnic Compass, proven below:

The business developed the compass to steer service-oriented personnel in performing business and in interactions with each client, each other, and the local communities. The compass was as well intended to aid employees in focusing on key areas throughout the organization. To increase the beliefs depicted in the compass, Business developed an award called the Jack Taylor Starting Values Honor, which supplied winners which has a grant via theEnterprise Rent-a-car Foundation that could be used for certified non-profit triggers in the winners’ local communities. Employees had been expected to adhere to these rules in all with their business negotiations. A failure to accomplish this could result in disciplinary action or dismissal.

Business Rent-a-car’s Ethnical Compass Priorities

Operations ” Enterprise evaluate the performance of their operating organizations based in huge part on how their businesses maintain a balance among customer satisfaction, worker development, navy growth and profitability. They know that keeping a healthy equilibrium between these crucial factors is essential to stable, long-term growth. Diversity ” Enterprise prides itself in understanding and embracing their differences in ways in which drive advancement, connect them completely with their communities and make their company a location that is pleasing to all. A diverse supply chain allows their particular company to foster progress and opportunities for historically underutilized suppliers, while likewise mirroring the communities through which they work. Work/Life Harmony ” Business is providing an atmosphere that challenges all employees to perform their best job helps all of them achieve good careers and supports them in their efforts to maintain a normal work-life harmony. Sustaining all their strong workplace reputation is important to their ability to attract and retain the greatest people.

Helping their staff achieve higher satisfaction and engagement can drive lower absenteeism, larger productivity, better retention and also other outcomes that contribute to all their overall achievement. Business Techniques ” Business takes pride in exemplifying the very best moral requirements. They know that they can be held dependable by their activities and their popularity, they stick to the strictest accounting rules and the greatest ethical criteria, and those specifications apply to each and every individual. Venture takes pride in holding themselves accountable for this sort of high criteria because they know that they are simply as solid as their reputation that each of these maintains for customers, potential clients and workers.

Community Relationships and Philanthropy ” Business is a regional company that just happens to have a presence in thousands of neighbourhoods across five countries. That they actively support thousands of agencies and donate millions of dollars each year to a variety of causes. They know that business can not be a visible street; goodwill makes sound judgment. Government Relations ” Venture acknowledges it is only with the support of key community stakeholders that they can continue to grow their organization and enhance their standing as a dependable corporate resident and highly valued member of the city. They must build and reinforce these invaluable strategic relationships on a countrywide, regional, and native scale.

Enterprise values large standards and regard can be and personnel, one can evidently see why they have been winning a lot of awards for customer satisfaction and setting themselves as one of the best organisations to be employed by in Canada. Their very own culture is dependent on the all their mission, beliefs and substantial standards intended for customer satisfaction and employee associations. They base their firm on how their particular founder resided by and so they believe their very own actions are what set them apart from other companies. Many of these combined are what perform a key role in the success of their organization. Having this sort of immaculate criteria for themselves is helping them be this successful with so much competition. Their customers know that they “will not guarantee more than they can deliver and they’ll always deliver more than they promise. 

4. The recommendations for the management

1 ) Enterprise could easily decide to assess the need of an organized alliance or perhaps potential mix with one of its competitors. A potential alliance will allow Enterprise to stay to execute business as usual but will allow them have a larger competitive benefits among the main opponents. A merge between Business, a medium to large company on the market will allow Venture to meet it is current problems. This will allow these to match up having its current competition which has lately acquired companies in the automobile rental industry and is among the most second and third most significant auto leasing company in the marketplace. Such a merge will eradicate the recent increase of the Dollar Cash conscious Automotive Group and Price range Rental Group. As well, a merge will allow enterprise to improve its market share with its main competitor inside the airport part of the market, Hertz. The previously mentioned merge allows Enterprise to grow greatly as a company, it has enormous market stocks in the off-airport market, nevertheless , lately they have focused on producing their on-airport market, containing lead Organization to gain some market share in that segment, Hertz has begun to adopt notice and challenged Business in the off-airport market.

Seeing that Enterprise previously has a huge lead in the off-airport market it might be hard for Hertz to cope up to Organization but they can easily surely trouble Enterprise. By merging having a company it will allow Enterprise to meet those challenges go on, they can have enough off-airport shops to smash the potential regarding Hertz as well gain on-airport outlets, which could lead to attaining and removing market share by Hertz. installment payments on your Enterprise ought to strengthen marriage with insurance firms it works with. They can strengthen that relationship by offering individuals companies special deals because of their customers. They will offer less costly pricing for the local rental of their vehicles in case of a major accident. By reducing their profit margin, Enterprise can improve the loyalty of the current insurance carrier they have combined with. Too such eye-catching pricing may pursued with current insurance providers that have went with Hertz to reevaluate and analyze the potential of Business as a company who they may use for his or her customers which have been in need of a vehicle. By doing this they will defeat the actual growth of Hertz in the insurance segment with the markets.

3. Enterprise will need to invest some cash in their technology department. Trading money in the introduction of technology, Venture can have a head start in the dependence on their customers and develop an app to make it easier for them to both rent a car, find a full location or book a consultation for an Enterprise employee to pick these people up for an auto rental delivery or a leasing return. Simply by developing a great app they shall be getting before its key competitors and definitely will increase their customer care. Customer satisfaction increases since it is definitely the company’s primary culture and business model. Going into the iphone app market will increase the positive understanding currently and new customers have of the customer satisfaction that is offered by Enterprise. Business will have moved into a market, which will had not yet been tapped into. They may increase their existence in the food part of the industry by providing an easier way due to its consumers to gain access to their companies.

4. Venture should develop or take up a advantages system that other companiesare using in order to stay competitive. Their competitors, such as Nationwide and Price range are currently applying rewards software like surroundings miles. Organization should choose this prize system as well; it will be necessary for the company for this. First of all, as previously discussed, it will allow them to stay competitive, it will let Enterprise to tape into a specific niche in the market in which it objectives customers who also are in that air a long way program currently or are fascinated by the fact that they want to participate in a reward plan, where they will receive issues in return for by using a product. By simply taping in this specific market there could be substantive profit growth since not many companies are supplying such applications. Enterprise previously has a enormous off-airport market share. A program, such as air kilometers will only enhance their location in the off-airport market; as well it can enhance their growth in the on-airport industry.

Enterprise should also continue emphasizing growth inside the company and focus on employing one of the next strategies:

Marketplace Penetration

Though Enterprise previously has promotions for television that they could focus on a different strategy instead of just using the motto, “We’ll pick you up such as focusing the commercials around the weekend exceptional deals.

Product Development

Enterprise could introduce new models and expand prove luxury car selection. Market Development- Business could continue their global expansion and increase air-port locations.


Enterprise could establish a service called “Rent-A-Bike We think that Enterprise should certainly step away from their safe place and implement a diversification strategy. We expect creating “Enterprise Rent-A-Bike is going to gain involvement in consumers and in addition expand about annual earnings for the organization.


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