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 78,000 employees.Enterprise Rent A Car 19 Image 3

In the UK, Enterprise has more than 370 branches, which means that more than 90% of the population lives within 10 miles of one of its locations. It specialises in providing daily and weekend car rental to business and leisure customers. Enterprise is also a leading provider of courtesy cars for customers who need a replacement vehicle after being involved in accident.

Enterprise’s market-leading position has been achieved by using effective strategic planning to monitor the markets in which it operates. By identifying trends in its markets, Enterprise has been able to identify opportunities to develop new services to meet its customers’ needs. These include car leasing, replacement rentals, car sharing, and hourly rental programmes.

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

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