Page 1: Introduction
The external environment is continually changing, which means that to remain competitive and continue to satisfy both the needs of the market and its customers, a business needs the ability to respond quickly to these changes.
Enterprise Rent-A-Car is one such company that has successfully continued changing to meet market demands, always with the customer at the heart of its operations.
In 1957, Jack Taylor founded Enterprise. His visionary idea was that customers would see the benefits of leasing cars rather than buying them. He started the business with just seven cars and two employees, with the belief that by always taking good care of his customers, he could build a successful business. From its earliest days, Jack Taylor knew that the success of his company depended on one thing: its reputation.
“We’re a brand that’s recognised as a worldwide leader in the car rental industry. We value our employees and customers as much as a member of the family. Today, Enterprise continues to drive success through a simple, yet powerful set of beliefs to become a leader in mobility, as well as in sustainability and innovation.”
Today, Enterprise Holdings -- which owns and operates Enterprise Rent-A-Car -- is the largest car rental service provider in the world. And Enterprise is now a household name for frequent travellers, road trippers, businesses and replacement customers.
Enterprise has over 7,200 locations in 40 countries in Europe and the Middle East. In 1994 Enterprise opened its first branch in the UK, and the company now has more than 420 branches across the UK with over 4,500 employees.
In 2014, Enterprise Rent-A-Car acquired Burnt Tree Vehicle Rental, which at the time was the UK’s 2nd largest provider of commercial vehicles to businesses and public sector organisations. This acquisition added 17,000 commercial vehicles to Enterprise’s existing commercial vehicle fleet and the combined business is now known as Enterprise Flex-E-Rent. With the combined Flex-E-Rent business, Enterprise is uniquely placed to offer the widest range of vehicles of any UK rental company.
This case study explores the integration process of the two businesses and how merging cultures is an essential aspect of managing change. It will show how leadership and effective, open and transparent communication was an important part of this process.