Enterprise Case Study

Nova Southeastern University
Wayne Huizenga Graduate School of Business & Entrepreneurship

Assignment for Course: MKT5017- Delivering Superior Customer Value

Submitted to: Donovan McFarlane

Submitted by: Paige Chin- [e-mail] Date of Submission: July 25, 2012

Title of Assignment: Case Analysis 1- Enterprise Rent A Car

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Enterprise Rent-A-Car- Customer Value Funnel Case
Enterprise Rent-A-Car Company is a privately owned company that started in 1957, and has become the success that it is due to their business policies of listening to their customers needs and fulfilling them. This case analysis will show in detail how the first two tiers of Weinstein’s Customer Value Funnel (Weinstein, 2012) Macro Environment and Microenvironment relates to Enterprise and how it can help to create more value to its customers.
Macro Environment
Macro Environment is the factors that dictate a company’s or a business’s decisions and also affects its performance and strategies.
Society
The society that different people belong to may also affect the demand for rental cars. For example, here in Florida where we do not have the most advanced public transportation system and everything being further away, more people may find the need to rent cars to get from point A to B. Where as in a place with more advanced modes of transportation, or if living in a city such as New York people may not find

References: Weinstein, A. (2012). Superior Customer Value: Strategies for Winning and Retaining Customers (Third edition). Boca Raton, Florida: CRC Press-Francis & Taylor Group. Pg 235 www.enterprise.com . 2012. http://aboutus.enterprise.com/what_we_believe/supplier_diversity.html Grading Rubric A – MKT 5017: Customer Value Case Analysis 1 (CC1) Performance Criteria | Inadequate 0 | Developing 17.5 | Proficient 20 | Very Good 22.5 | Exemplary 25 | Scores | MacroenvironmentalAnalysis | Does not provide an analysis of global business environment | Provides a partial analysis of global businessenvironment | Provides an analysis of global business environment | Provides a comprehensive analysis of global business environment | Provides a well written, comprehensive and insightful analysis of global business environment | | Microenvironmental analysis | Does not provide an analysis of market environment | Provides a partial analysis of market environment | Provides an analysis of market environment | Provides a comprehensive analysis of market environment | Provides a well written, comprehensive and insightful analysis of market environment | | Total(50 points max.) | | | | | | | Comments: _______________________________________________________________________ _______________________________________________________________________