Marketing Class PP2
Transcript of Marketing Class PP2
Enterprise Rent-A-Car
In AustraliaA Marketing Research Presentation By:
Five StarConsult
ants
Introduction
Founded by Jack Taylor in 1957
Headquartered in St. Louis, Missouri
Over 8,000 locations
More than 700,000 vehicles
Many awards and recognitions
Enterprise Rent-A-Car Enterprise is known for its exceptionally low rates, neighborhood convenience
and its outstanding service, including picking up local customers at no extra cost.
The company’s business line has expanded and also includes Enterprise Fleet
Management, Enterprise Car Sales, and Enterprise Commercial Truck Rentals. It is unparalleled in size, strength and stability.
Enterprise has achieved a 20% growth rate of annual revenue over the past 25 years.
Ranked number 18 on the Forbes Top 500 Private Companies in America. In addition, Enterprise has ranked highest in customer satisfaction among airport rentals in nine out of the past 10 years, according to J.D. Power and Associates Rental Car Satisfaction Study.
Has offices located within fifteen miles of ninety percent of the U.S. population.
Australia
Australia
Western Australia New
South Wales
South Autra
lia
Queensland
Northern Territory
Victoria
Tasmania
-Great Barrier Reef:
World’s Largest
Coral Reef (2,000
Kilometers)
-Total Land Mass: 7,617,930 Square Kilometers
-Mount Augustus:
World’s Largest Monolith
-Australian Outback: Includes
Alice Springs &
Kings Canyon
-Would Famous Sydney Opera House
Official Name: Commonwealth of AustraliaCapital City:
Canberra (pop- 325,888)
Currency: Australian
Dollar
Official Language:
English
Population: 21,262,641
GDP Per Capita:
$38,100
Growth Rate: 3.6%
Inside Australia
Australia’s Economy
The Australian economy could fall
into recession in 2009 after 17 years
of growth, according to the
IMF.
10% Goods and Services Tax
Unemployment Rate of 4.6%
Currency: Australian Dollar ($A or A$, AU$ or
$AU, AUD)
Australia has grown at an
average annual rate of 3.6% for over 15 years.
The service sector of the economy,
including tourism, education and
financial services, constitutes 69% of
GDP.
GDP per Capita - $38,100
(2008 est.)
Working Practices in Australia
- Meetings start on time.
If you are going to be
late you should let
your Associates
know.- Australians are relaxed
and informal and will be on a first-name basis very
quickly.
- In the corporate world,
conservative suits are standard. Women wear
skirted suits or suits with pants,
ensembles, or skirts with blouses, or dresses and
jackets. -Australia is second only to the United States in the number of women who are directors on large company boards.
Working Relationshi
ps in Australia
Distribution Must be direct and cost effective!
Who helps Enterprise?
Travelocity renewed its alliance with Enterprise with a new multi-year agreement.
The relationship will allow Travelocity to maintain its role as a preferred online distribution partner of the car rental company’s product and service.
Customers will receive :1.Special promotional offers2.Instant confirmation at the time of reservation3.Dedicated customer service to handle member issues4.Access to all Enterprise locations around the globe
Enterprise Rent-A-Car S.W.O.T. Analysis
Strengths:- Powerful Strategy-Wide Geographic
Coverage-Global Alliance w/
Eurocar-New “Green” Technologies
-Meets Broad range of Customer Needs
-Strong Brand Name & Reputation
Weaknesses:-The poor economy has
revenues down-Consumers can not
drop off cars in different states or
regions-The company is
experiencing a decline in the resale value
Opportunities:-Room for more
geographic expansion in new markets
-Ability to serve additional customer
groups or market segments
-Room to expand on going green
Threats:-Slowdowns in market
growth-Economic recession is
driving down demand for rental services
-Other car companies moving into cities
Enterprise operates in
Competition
Drive Away Rental was created in 1988.
Currently Australia’s foremost rental service.
Offer fully equipped motorhomes.
Excellent brand recognition.
Competition S.W.O.T. Analysis
Weaknesses: -Drive Away relies on
many suppliers.-Obtaining
international driving permit.
-Pre-booking is essential.
Opportunities:-Acquire more transportation
services.-Have a structured tour
guide service.
Final Analysis & Conclusion
Should Enterprise Rent-a-Car enter the Australian Market?
YES- because it would be a great success and generate huge profit
They already have a well-established name
Great customer satisfaction
With information technology growing day to day, Enterprise is a perfect match for this economy!
Cost Efficient Productive Reliable
This Presentation Has Been Brought To You By:
Five Star
Consultants
Jason Noel
Margarita Keyser Mark Mears
Brittany Nickerson