Marketing and product strategies for growth
An Enterprise Rent-A-Car case study

Page 1: Introduction

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As an organisation develops a strategy, it is not making short-term decisions. Instead, it is creating a pathway that leads to a long term goal. Strategic managers have to make many decisions. For example, they have to differentiate their activities from their competitors. This means making their products and services distinctive and different from those of rivals, creating a unique selling...
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Page 2: Ansoff's matrix

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According to the Chartered Institute of Marketing, ‘Marketing is the management process responsible for identifying, anticipating and satisfying consumer requirements profitably’. To do this, organisations require a marketing strategy. A marketing strategy is something that affects every part of an organisation. It is about using everything that a business does to create value for...
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Page 3: Market development

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In 1957 Jack Taylor was a 35 year-old sales manager interested in the unheard-of practice of leasing cars. This was then a new and affordable alternative to running a car. Jack Taylor’s background in the US Navy made him realise the importance of taking care of those around you. His motto was, ‘Take care of your customers and employees, and the profits will follow’. Customer...
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Page 4: Product development

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Product development strategies have helped Enterprise to develop services in a market where it was already an established and profitable business. This was considered to be a medium risk strategy. Examples of Enterprise’s product development include its unique ‘Pick-up’ service. This helped to lead the market in this product offering. Enterprise’s Flex-E-Rent service (a...
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Page 5: Diversification

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Diversification strategies involve widening an organisation’s scope across different products and market sectors. It is associated with higher risks as it requires an organisation to take on new experience and knowledge outside its existing markets and products. The organisation may come across issues that it has never faced before. It may need additional investment or skills. On the other...
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Page 6: Conclusion

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A marketing strategy is something that constantly evolves, adapting to changing market conditions. Within Enterprise, the outcomes from its many different types of business are constantly reviewed and evaluated. Judgements are then fed into the decision making process. This enabled new strategies to be developed to improve operations.However, while strategies change, one aspect of the business has...
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