Analysing Marketing company "Rent-a-car"

Résumé du document

Enterprise Rent-a-car is the biggest car rental company in Northern America. It has over 5500 local branches in Canada, the US, Ireland, Great Britain and Germany and regulates around 600.000 cars worldwide. It offers car rentals to its customers for time periods from one day up to three months. The Enterprise mainly concentrates on customers, who are mediated by insurance companies, repair shops or big car-dealerships, with whom it has a tie-up. Thus, for example, if a customer's Renault has electronic problems, the customer brings it to the Renault office where he bought the car. The office then calls Enterprise for a replacement vehicle for the duration of the repair time. If the repair is within the warranty time, the office pays the rental fee. But if the warranty is over, the customer has to bear the cost. The same procedure occurs with the independent repair-shops, which are located within the working range of each Enterprise branch.

Extraits

[...] We can say that the tip of the iceberg is the physical evidence whereas the hidden part of it includes all the invisible procedures. In other words, a company's processes, at the back stage are the basis and the balance of the good functioning of the company. It helps to bring the effective service delivery. Let us dive into the company's process. As we have said before, the customer only sees the physical evidence in the front stage; several procedures are not seen by him. Let's discuss more deeply the invisible actions of the blueprint from the organization's point of view. [...]

[...] We gathered all the information, visible and invisible actions into a chart. Third group meeting Date: May 14th 2010 Duration: 1h30 We met to discuss and suggest different recommendations to improve the company's service. We then reviewed each question all together to see if we could add more information or improve the answers. Fourth and Final meeting Date: May 25th 2010 Duration: 1h We gathered all our questions, designed the layout and reviewed each question for the last time. We will pick you up! [...]

[...] Berry Marketing Services: Competing Through Quality. 1st Ed. Texas. Free Press Leonard L. Berry Discovering the Soul of Service: The Nine Drivers of Sustainable Business Success. 1st Ed. New York. Free Press. Mickael Baker & Susan Hart.2003.The Marketing Book. 6st Ed. [...]

[...] Concerning the website, we decided to offer a unique option for our most loyal customers. They will have a special account number enabling them to access a private section of the website. There, they will find a virtual catalog of cars from which they will be able to choose their car for their next booking. They will find information on each car, the characteristics (the speed, the fuel used, type, dimensions, colors ) and the availabilities of the car. Instead of choosing a class as other customers do, they will have the opportunity to choose a specific car, obviously depending on the availabilities. [...]

[...] The company has also to maintain both cars and the file inventory. The maintenance of cars ensures that they stay in good conditions whereas the maintenance of the file inventory informs about the availabilities of cars. Concerning the accounting file, it allows having information about the inputs, outputs and return of investment in other words profits. Thus employees can know where they can cut prices in order to be more effective and make more profits All those little specifications will help the company know the expectation of customers, what they liked and what they didn't. [...]