Page 1: Introduction
Enterprise Rent-A-Car is the UK’s leading car rental company. The company offers daily and weekend car rental for private and business use. It also offers replacement vehicles following an accident. Enterprise has over 370 locations throughout the UK and over 90% of the UK population are within 10 miles of an Enterprise branch.
Enterprise in the UK is part of a multinational company with 8,200 rental offices in seven countries including the United States, Canada, Ireland, Germany, France and Spain. Branches are managed in a decentralised way. This means that managers make decisions at an individual branch level to suit the needs of its customers.
Founded in 1957, by entrepreneur Jack Taylor, Enterprise is a privately-owned business. It is committed to providing excellent customer service in all it does. This is dependent upon the Taylor family’s commitment to its skilled employees. Enterprise’s philosophy is simple – ‘take care of our customers and employees and profits will take care of themselves.' Its dedication to its employees is demonstrated by the fact that 99% of all vacancies are filled internally. All staff have access to training and most begin in the Graduate Management Training programme to help career development. This helps progression from management assistant to assistant manager, branch manager and area manager.
Effective communication is fundamental to every aspect of a business. Enterprise has used a number of communication strategies to ensure its messages are received by a variety of stakeholders. These are both internal and external to the business. Its messages are tailored to suit the target audience to increase effectiveness. The challenge for Enterprise is to ensure it uses the best methods and channels of communication for each audience. These vary for its operational brand messages and its recruitment messages. For example, key messages for Enterprise include:
- communicating the brand values and culture
- informing customers or potential customers about the company and its services, for example, its unique pick-up service
- communicating company news, procedures and processes to employees
- creating awareness of the career opportunities available at Enterprise.
This case study will demonstrate how Enterprise Rent-A-Car uses a variety of communication strategies to create brand awareness amongst key stakeholders and ensure operational excellence.