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Strategic Leadership of Enterprise Holdings - Case Study Example

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The company that is the subject of this paper is Enterprise Holdings. This study "Strategic Leadership of Enterprise Holdings" analyses various aspects of the company’s operations to ascertain how it has managed to compete successfully in its business sector…
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Download file to see previous pages When it was established in 1957, the company entered an industry sector that was dominated by national companies such as Hertz and Avis that charged premium prices (Enterprise Holdings, 2016b). This was because these companies had the financial clout and locations to make their service available to the entire United States, and they offered the broadest range of vehicles in the sedan and premium categories (Berry et al, 2006). Whilst there were small local and state-based companies that offered car rentals, their vehicle stocks were not well maintained, nor were they large in terms of inventory (Berry et al, 2006). In addition, their facilities were not up to the standard offered by Hertz and Avis in terms of convenience, appearance or professionalism (Berry et al, 2006). The following six areas provide an understanding of how Enterprise Holdings has been successful. The first success strategy of the new company, that still applies today, is that it introduced low pricing for all of its vehicle lines (Markides& Oyon, 2010). One of the reasons that the company has achieved its success is due to its beginnings as a low-cost rental option for consumers as opposed to companies such as Hertz and Avis in the United States (Markides & Oyon, 2010). Enterprise offered clean, reliable vehicles at convenient locations and airports that undercut the prices of their rivals as a result of its aggressive leases with automotive companies and location cost savings (Markides & Oyon, 2010). The second aspect of the company’s success represented its founder having the foresight to establish a high market concentration of rental offices in key markets (Markides & Oyon, 2010). This increased convenience to customers who could access its rental fleet easier than the company’s competitors. For the period of the late 1980s through the late 1990s, the company also offered a pickup and delivery service outside of city locations as a convenience factor (Kotler, 2012). This represented a pioneering marketing technique that provided added consumer convenience (Kotler, 2012). The third success strategy used by the company is that it matched the convenience of the then-dominant auto rental leaders by establishing locations in business centers as well as airports (Kotler, 2012). In order to avoid the initial costs of this approach, Enterprise used garage locations to store its vehicles and set up offices in nearby in less costly lease locations (Kotler, 2012). This countered the strategies of the larger companies that leased expensive locations in office buildings that included the higher costs of the building’s garage spaces (Kotler, 2012). Instead of on-site airport rentals, the company used satellite airport locations that offered a shuttle service to bring customers to their offsite airport offices (Markides & Oyon, 2010). The low-cost location approach brings us to the fourth success factor that has continued to aid in the growth of the company. Since Hertz and Avis charged premium prices, they also understood the importance of customer service (Kotler, 2012). In order to convince and convert customers to not only try but continue to use its service, Enterprise understood the importance of satisfying customers through stellar service. Today, Enterprise is known for its industry-leading customer service where it has been ranked as number one or two since 2009 (Stoller, 2009; Stoller, 2012; AFC Auto Rental, 2014; The Business Journals, 2016). ...Download file to see next pagesRead More
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