Principle of Marketing Tutorial: Week 2

Company and Marketing Strategy

There are 2 Exercises in this week’s tutorial.

Exercise 1: Enterprise Rent-A-Car Case Study [60 minutes]

Instructions:
1. You will be discussing the case of Enterprise Rent-A-Car, an international car rental
company.
2. Form groups of 2.
3. Watch the following videos to learn more about the company and its products.
 Enterprise CarShare 2013 Commercial - Freedom
 Enterprise Rent-A-Car CEO Andy Taylor interview
4. Read the case provided, complete the crossword puzzle and answer the following questions.
Discuss the answers within your group.
5. Share your answers with the class.
6. Recommended amount of time to spend, 60 minutes.

Note: This case study has been modified from http://businesscasestudies.co.uk/enterprise-rent-a-

car/marketing-and-product-strategies-for-growth/#teaching-resources

Question 1:

Using the Ansoff Matrix, describe how Enterprise Rent-A-Car grew its business from 1957 to 2005.

Question 2:

How has the company’s motto and core values contributed to its success?

Question 3:

Why is it important for a company to regularly monitor and change marketing strategies? Use
examples from the case study to support your answer.

Exercise 2: The Foods That Make Billions - Cereals [60 minutes]

Instructions:
1. You will be watching a documentary of how companies use marketing strategies and
concepts to create and sell products successfully to customers.
2. Watch the following video, take notes and answer the following questions.
 The Foods That Make Billions – Cereals
3. Discuss your answers with the class.
4. Recommended amount of time to spend, 60 minutes.

Question 1:

What did Kelloggs do to become a leader in the cereal industry?

 What marketing strategies did it use?
 What did it do from a Product perspective?
 What did it do from a Price perspective?
 What did it do from a Promotion perspective?
 What did it do from a Place (Distribution) perspective?

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