Developing clear strategies to fulfil objectives within cultural aims and values
An Enterprise Rent-A-Car case study

Page 1: Introduction

Enterprise Rent-A-Car was founded in 1957 by Jack Taylor in St. Louis and is still operated by the Taylor family. Since its formation, it has grown to become an internationally recognised brand. It is part of the world’s largest car rental group which has 8,100 corporately owned rental offices in the United States, Canada, the United Kingdom, Germany, Ireland, France and Spain, and has...
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Page 2: Vision and values

Enterprise has combined its vision, aims and values to improve its customer service and market competitiveness across a range of markets. An organisation’s vision describes where the business wants to be. It should be ambitious, relevant, simple to communicate and capable of motivating employees. Values express an organisation’s core beliefs and...
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Page 3: Culture

Culture has been described as ‘the way we do things around here’. It refers to the attitudes and behaviours shown within the workplace by all employees, built up over many years. Culture, rather than simply being something hoped for or stated, is the culmination of the interaction of many elements, the main being: Company aims and objectives The behaviour of...
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Page 4: Vision, objective, strategy and tactic

It is one thing to state aims and have a set of core values that underpin the whole way a business operates, but success requires a business to make its vision a reality. To implement its vision, a company needs to set an objective, create a strategy and develop the tactics it needs to implement in order to achieve this goal. This is called the ‘hierarchy...
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Page 5: Monitoring and Evaluating

The whole success or failure of a business’s planning comes down to how well the leadership team keeps track of the extent to which its aims have been achieved. This monitoring process is vital and should be carefully completed. The four aspects, referred to as the ‘hierarchy of objectives’, are carefully monitored to determine how successful the...
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Page 6: Conclusion

Enterprise has established itself as a market leader through its clear focus on maintaining the highest standards in all that it does. At the heart of its success has been the setting and updating of clear strategies that all internal stakeholders are aware of. Its management has never rested on its laurels, but has remained focused on growth through clear planning...
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