Module 1 L6

1. Enterprise rent-a-car “We’ll pick you up.”

3. What marketing recommendations would you make to Enterprise to guide its growth?

4. What opportunities and threats does Enterprise face?

7. The company was named number 9 on Business Week's top 25 companies customer service list

8. Enterprise is currently number 16 on the Forbes “500 Largest Private Companies in America” list

10. The Company’s Marketing Mix Product:

11. Place: Branches are located in neighborhoods, where customers live and work. There is an Enterprise branch within 15 miles of 90 percent of the U.S. population. Price: Prices are generally more than its competitors. But, offers superior customer service. Promotion: Word-of-mouth marketing is the major way of marketing its brand. Online and TV adverts are also part of the promotion.

13. As the number of new and repeat customers grows, so does the company - offering employees plenty of opportunities to expand their responsibilities and advance their careers.

15. Company’s Message "Take care of your customers and employees first, and growth and profits will follow.“ Jack Taylor

16. The words of the CEO… (showing that customer satisfactionis truly at the heart of the company) So, in these days of "Customer No-Service," it is refreshing to experience the following: • To be offered cold drinks on a hot summer day. • To be recognized and addressed properly by your last name ... pronounced correctly, by the way. • To be telephoned the day after you rent a car just to make sure everything was okay. • And to be treated in an extremely professional and personable manner during the entire experience.” "All of your systems have to be customer focused and probably more important, your people need to be customer focused," he explains.

17. “The goal of the company is to exceed customer expectations.We build loyal, long-term relationships with our customers and neighbors by treating them fairly, meeting their needs and earning their trust. “

18. Customer Service in Action

19. When the business was smaller, Jack Taylor really wanted to know his customers personally. He would keep track of who was taking delivery of cars, so we could call and thank them. He started the business because he thought he could give customers a better experience. But, as the company grew, it started having more and more complaints. In 1994 the company created a measurement called ESQi (Enterprise Service Quality index). It is a customer opinions survey taken monthly, at every branch. There are two questions. The first asks about the customer's satisfaction level, with five answers ranging from "completely satisfied" to "completely dissatisfied," and the second asks how likely he would be to return to Enterprise.

21. Enterprise’s "We’ll Pick You Up" service, spares customers the hassle of getting a cab to the rental office, is likely its most visible customer service effort

25. Two main competitors are: Hertz and Avis Enterprise's true equity market value is probably in the neighborhood of $17 billion, while Hertz is estimated at $7.5 Billion Enterprise is superior to either in more than dollars - not nearly as cyclical (because it has very little exposure to the volatilities of air travel), much less leveraged, and sounder all around

27. The concept of picking up customers at their homes was a field innovation. It is the one feature that most identifies Enterprise and is therefore priceless

28. Enterprise also offers the world's largest fleet of fuel- efficient cars, including more than 440,000 vehicles that get better than 28 miles per gallon on the highway This is far more than any of its rivals.

29. Now that you have watched the video clip and have viewed the Enterprise power point presentation. Answer the following questions. Each answer should be at least one paragraph.What is Enterprise's marketing strategy?What recommendations would you make to help Enterprise continue to grow?What opportunities and threats does Enterprise face?How does the nature and characteristics of a service affect Enterprise's strategy?