Market Penetration
Market Penetration
Product Development
To customers benefit from a local pick-up service to take them to the branch to collect their car. It is this level of customer service that makes Enterprise different from its competitors.
Enterprise’s product development includes its unique ‘Pick-up’ service. This helped to lead the market in this product offering.
Enterprise’s Flex-E-Rent service (a long term vehicle rental solution designed to meet the growing needs of today’s businesses) and its Business Rental Programme (offering customers a bespoke programs with special pricing).
Market Development
Diversification
From 1957 – 1993 Enterprise concentrated on expanding its operations across the USA. In this time it opened over 1000 rental branches. Throughout the 90s Enterprise developed into markets in Canada, the UK, Germany and Ireland.
To provide superior customer service, Enterprise locates its branches as close as possible to its customers.
The convenience of this service gives Enterprise a competitive advantage over its rivals. However, in response to customer needs, Enterprise opened its first on-airport location in 1995. The demand for this service was so great that by 2005 Enterprise had over 200 on-airport branches.
Car Sales was established by Enterprise in 1962. This business involves selling used cars to both the public and businesses. It is now one of the largest sellers of used cars in the USA.
Enterprise relied on that market to sell on its vehicles. The future of the business was not certain and so Enterprise diversified to buy Keefe. It was hoped that acquiring small, underdeveloped businesses, would generate more opportunities for Enterprise.
An example of applying the Product Market Expansion Grid
An Enterprise Rent-A-Car
Product Development
To customers benefit from a local pick-up service to take them to the branch to collect their car. It is this level of customer service that makes Enterprise different from its competitors.
Enterprise’s product development includes its unique ‘Pick-up’ service. This helped to lead the market in this product offering.
Enterprise’s Flex-E-Rent service (a long term vehicle rental solution designed to meet the growing needs of today’s businesses) and its Business Rental Programme (offering customers a bespoke programs with special pricing).
Market Development
Diversification
From 1957 – 1993 Enterprise concentrated on expanding its operations across the USA. In this time it opened over 1000 rental branches. Throughout the 90s Enterprise developed into markets in Canada, the UK, Germany and Ireland.
To provide superior customer service, Enterprise locates its branches as close as possible to its customers.
The convenience of this service gives Enterprise a competitive advantage over its rivals. However, in response to customer needs, Enterprise opened its first on-airport location in 1995. The demand for this service was so great that by 2005 Enterprise had over 200 on-airport branches.
Car Sales was established by Enterprise in 1962. This business involves selling used cars to both the public and businesses. It is now one of the largest sellers of used cars in the USA.
Enterprise relied on that market to sell on its vehicles. The future of the business was not certain and so Enterprise diversified to buy Keefe. It was hoped that acquiring small, underdeveloped businesses, would generate more opportunities for Enterprise.
An example of applying the Product Market Expansion Grid
An Enterprise Rent-A-Car