1. Marketing and product strategies for growth

2. Introduction to Enterprise Rent-A-Car
Founded in 1957 in USA with 7 cars
Now with 7,000 offices in 5 countries and 68,000 employees
Annual revenues over $14bn
Still privately owned by family
A big company but with small business feel
Branches decentralised so local managers can respond to local needs
Company focuses on the customer

3. Setting marketing objectives
Marketing objectives include:
Increasing market share
Growing sales/turnover
Enhancing the strength of the brand
Creating loyal customers
Managing costs effectively
Increasing profitability

4. Growth Organic growth Inorganic growth Benefits of growth
Expansion of products or markets
May take time but lower risk
Inorganic growth
Acquiring/merging with another business
Quicker but higher risk option
Benefits of growth
Reduces costs through economies of scale
Improved buying power
The ability to recruit more specialists to improve decision making

5. Marketing strategies for growth
Market development – selling existing products/ services into new markets
Diversification - new products into new markets at the same time - the highest risk strategy
Ansoff’s Matrix helps to analyse marketing strategy options
Market penetration - selling more of existing products into existing markets
Product development - developing new products or services for existing markets

6. Values inform strategies
Strategies reflect values:
Entrepreneurial spirit
Focus on customers
Respond to global issues, e.g. energy efficiency
Services designed to meet specific market requirements

7. Market development Enterprise growth through:
Expansion within home country (USA)
Further expansion into new markets
Canada, UK, Germany, Ireland
Opening on-airport branches
Gives easier access to Enterprise services for business and leisure travellers

8. Product development New or extensions to product include:
Pick-up service – collects customers and takes to the car
Flex-E-Rent – long term vehicle rental for businesses
Business Rental programme – bespoke service and special pricing for businesses
We-Car – membership car-sharing scheme offering hybrid or fuel-efficient vehicles at hourly rate

9. Diversification Highest risk strategy
May require new skills/equipment and investment
Provides opportunity to move into new areas of business and spread risk
Enables response to economic uncertainty
Enterprise diversification includes:
Sales of used cars – relevant to core expertise
Keefe Coffee Company – outside expertise but to offset falling car sales
Luggage/travel goods – links to concept of travel
Packaged goods – early failure as outside core experience