The growth of our company has attracted the attention of our competitors. They are now beginning to focus more on the home-city segment of the market. In order to continue to grow, Enterprise must re-evaluate its marketing plan and find a way to continue to prosper and beat the competition. The objective is to increase revenues by 25% per year, every year. In order to accomplish this goal, the company will continue to offer the highest level of customer service available and attractive salaries and benefits to associates; the company will never abandon Mr. Taylor's founding philosophy. .
In order to achieve our goal, we must concentrate on: .
1. re-evaluating our target market.
2. positioning of the products and services.
3. promotion.
We have succeeded in capturing the majority of the home-city segment of the market. In order to accomplish our goal, we must continue to be the leader in this segment but we must also expand. Expansion of our target market should include the airport segment and the corporate/fleet segment. .
Opportunities to increase market share within the home-city segment still exist. Enterprise should continue to open stores in locations throughout the United States with the goal of being within 15 miles of 90% of the population (enterprise.com). We should continue to build positive, long lasting relationships with referral sources such as auto repair shops and insurance agents. Ongoing positive interactions, convenient services and satisfied customers will continue to build a customer base in this segment of the market. .
Another possible niche within the home-city segment includes the customer who needs a vehicle to serve everyday needs; this segment will see an average jump of 12.3% per year (Halliday, p.4). An example would be the use of a pick-up truck to haul home-repair materials or a passenger van for a special occasion. .
Enterprise should take an aggressive approach to open stores in 100 major airports throughout the United States.