Enterprise Rent-a-Car

“Pick Enterprise. We’ll Pick you up”

Presented by :

Rulli Ramadahayani – 01012622024016

Indra Kuspriyadi – 01012622024021
Nirwan Purba Lahardi - 01012622024029
 About The Company
• Founded by Jack Taylor.
• Based in St. Louis, Missouri with service in the US.
• in 1997, Private Car rental business with a fleet of more than 325,000 vehicles
• In 1997. The company had 3000 location, $5 billion in assets, and 30,000
employees.
• Their revenue was $3.1 billion.
• In 1996, ranked 37th of the top 50 privately held by U.S Firms.
• If it were public, Enterprise would be ranked about 390th among the Fortune
500.
• In generally most of the customer stated that they were completely satisfied
with the company
The goal of the company is to exceed customer
expectations. The company build loyal, long term
relationships with our customers and neighbours by
treating them fairly, meeting their needs and earning
their trust.
Marketing strategy
Market Segments:
Enterprise’s main activity is renting vehicles to
customers who
1.Need a car, because of an accident, mechanical repair
or theft.
2.Want to make a short business/leisure trip or who
need a car for special occasion
3.Need a car in town for a business purpose.
Price:
•Although competitive, Enterprise
offer prices which generally lower
and nearer location for their
costumers to make superior
customer satisfaction.
 Key Success
1. The branch offices are located in neighbourhoods, where customers live and work.
In fact, the company has a network of small, independent businesses-more than
3,000. The company offers “pick up” in case of car problems.

2. The company create friendly competition between branches. For example, each
branch can see revenue and profit information for neighbouring branches, so these
make manager have to develop ideas about expanding their businesses and serve
customers better.

3. The company has The 23 IBM AS/400 computers in St. Louis connected in satellites
to each branch worldwide in order to centralized component of the company’s
business as information system, to monitored each branch’s performance and to
allow customers to just call one telephone number and be connected to the nearest
Enterprise office.
•  
 Future
How does enterprises stand
out?
1. Two main competitors are: Ford and Chrysjen system and
Snappy car.
Competitors 1996 $ Revenue % Replacement Cars in Service
(U.S)
Enterprise Rent-A-Car $2.61 billion 78% 315,000,

Ford and Chrysler system 490 million 92% 82,500

Snappy Car $100 million 100% 15,500

- Enterprise is superior to either in more than dollars and much less
car replacement.
- The concept of picking up customer at their homes was a field
innovation. It is the one feature that most identifies and is therefore
priceless.
- Unlike airport-based rental car companies who never see a
customer again, enterprise agents are keenly aware that keeping
local customer “happy” is vital to the company bottom line.
2. The management trainee’s job
As we can see on paragraph 7, Management Trainee’s Job. Enterprise
recruiters often head to college campuses to build relationship with
students and find candidates for its Management training program
or Internship Program. However, many students do not know much
about Enterprises after meeting with employee who told “great
stories” about their career paths. That becomes major issues since
students is not really excited and little sceptical to see working for a
rent-a-car company as a good use of their college degree.
Meanwhile, the company need to find creative and good employee
to meet their goal targets and cover normal turnover. The company
is easy to add 40 to 50 cars to an office to meet demands, but they
can’t add people that fast. Notice, they need more than 5,000
recruits companywide. That’s huge number of employees.
 Recommendation:
1. Look for international markets:
They Should continue to increase the number of its international locations. With the continued
success it has experienced with its new international location such as in Canada., UK,
Ireland, and Germany. There is no reason for Enterprise not to continue its international
growth.
 
2. New markets segments:
Enterprise’s corporate website (Enterprise corporate website, 2005) admits that enterprise will
continue to develop its new market segments, including Fleet Services, Truck Rental dan Car
Sales.
 
3. Promotion:
Enterprise Rent-A-Car should do more promotion in order to make an awareness of customer
candidates to choose the company for their choice.
 
4. Recruitment.
The main issue that the company will get to deal is recruiting. Since college grands having many
choices to work and many candidates turned down the company offers or chose to leave, they
have to find new and more effective ways to recruits collage grands to meet their growth
goals. They can uses marketing techniques to solve their problem just as the use them to
develop strategies to serve their customers. They can sell “a dream”.
Presented by :

Rulli Ramadahayani – 01012622024016

Indra Kuspriyadi – 01012622024021
Nirwan Purba Lahardi - 01012622024029