Copyright 2011, Pearson Education Inc. Publishing as Prentice-Hall
Hertz and Aviswere historically #1 and #2 incar rental market. In the late
1990’s Enterprise became #1
in revenues, profits, locationsand cars, and is currently 50%larger than Hertz.
How Did They Do It?
Enterprise catered to the
city” market via rental
sites in neighborhood areas.
Enterprise’s offer to pick
customers up at repair shops,accident sites, etc., becamethe theme of its valueproposition.
Enterprise Leaves Competitors in the Dust!
Growth at Enterprise
Tapping New Markets:
Enterprise expanded distributionto the airport market, andacquired Vanguard Car Rental
group in 2007. More recently,
Enterprise has ventured into the
sharing” and hourly rentalmarket, called “WeCar,” in
densely populated areas where
many don’t own vehicles.
Customer Satisfaction is Key:
Enterprise uses the ESQi(Enterprise Service Qualityindex) to measure satisfaction;
managers aren’t promoted
unless customers are satisfied.