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MARKETING
Introduction
from those of rivals, creating a unique selling point (USP) that, in turn,
strengthens its brand. They also have to consider the scope of their
Ansoffs matrix
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might include:
increasing market share
growing sales/turnover
Market development
Increasing risk
Existing markets
New markets
Existing products
New products
Diversification
Increasing risk
Product
Market
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world are committed to reducing global warming through more ecofriendly technologies, while consumers are looking for different mobility
solutions. Enterprise therefore created WeCar, a membership carsharing programme which offers customers a car at an affordable
hourly rate. It typically uses fuel-efficient vehicles or hybrids to help
address concerns about the environment. Car sharing or hourly car
rental can also help to reduce the number of cars on the road. In this
way, WeCar members help to contribute to a cleaner environment.
Having the ability to respond quickly to the external environment
with new products and services is a benefit of being a privatelyowned business. Enterprise allows employees to make decisions
at a local level and has created an entrepreneurial spirit within the
organisation. This means that strategies are constantly reviewed to
ensure that Enterprise remains the market leader. New avenues of
In the car rental business, as all organisations are providing a
each other.
Customer service is our way of life.
Product development
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 Enterprises product development include its
unique Pick-up service. This helped to lead the market in this
product offering. Enterprises Flex-E-Rent service (a long term
vehicle rental solution designed to meet the growing needs of
todays businesses) and its Business Rental Programme (offering
customers a bespoke programme with special pricing) are
examples of product developments. These have widened its
service range to improve the customer experience and
strengthened its brand identity.
Factors in the external environment affect decisions about product
development. These are things taking place outside the business that
influence decisions within the organisation. Governments around the
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www.enterprise.co.uk
in the UK and the USA and Flex-E-Rent is only available in the UK.
sell on its vehicles. The future of the business was not certain
and so Enterprise diversified to buy Keefe. It was hoped that
Diversification
business did not make a profit. Therefore the company sold the
business but learned a lot from the experience.
This last example illustrates the risk that diversification poses. Just
because a business is successful, like Enterprise, it can never
guarantee success in every venture it undertakes. However, the
experience with Mexican Inn did not put Enterprise off later
acquisitions that were outside the car rental business, for example,
TRG Group which is a leading manufacturer of luggage,
backpacks and travel accessories.
Conclusion
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 enables new strategies to be
On the other hand, however, it provides the opportunity to explore
new avenues of business. This can spread the risk allowing the
organisation to move into new and potentially profitable areas
of operation.
They also identify its capability and competences. Its core values
strategies include:
(4 marks)
3. Show with examples how research into product
Exam-style questions