Marketing Plan For Enterprise Rent-A-Car In Brisbane, Australia
Make a plan for the launch of a ENTERPRISE RENT A CAR cab service which is well established in 7 countries making going to start the business in BRISBANE AUSTRALIA with a 500,000 AUD.
This report was basically a marketing plan for Enterprise Rent – A – Car which is going to launch its services in Brisbane, Australia. The organisation was first time launching its services in Brisbane city. During the first year of the business, Enterprise Rent- A – Car aimed to achieve the target of enough popularity in the market so that it can be a leader of car rental services in the Brisbane City. It also aimed to gain the 0.6% market share and wants to perform the business of $1,000,000.For marketing strategy, the online marketing was preferred to reach maximum people in Brisbane city and to utilize the opportunities and to overcome the threats and weaknesses. The company used various other strategies like launching other services and populate them using various marketing strategies.
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The company provided the cars and other vehicles on rent. The special service that the company was targeting to start is providing the one way rental service as this has become a weakness for the company. Thus, the company provided the vehicles on rent for various purposes. This basically targeted the people of age group 15 to 65 years. For private bookings and for organizational bookings it targeted the orphanages, old age homes etc. Initially, the prices of the services were very low for attracting people. The distribution of the services was both online and on call service. The payment will be done by online and on delivery of service.The company tried to achieve all the targets by implementing the marketing plan described in the report. Basically, the company used the online marketing, magazines, newspapers, direct mails for the marketing purpose to attract a large group of people.
Enterprise Rent-A-Car is based in UK and currently provides its services in seven countries worldwide. The company provides its car rental services for both private and business purposes. The company currently has more than 8,200 offices worldwide and 370 offices in the UK itself. The company also provides the vehicle replacement. It even replaces the accidental vehicles. The company was founded in 1957 and the founder of the company is Jack Taylor (About Rent-A –CAR, 2014).
The company is dedicated to their customers for providing the excellent services. Its dedication towards their employees and customers can be observed from the fact that 99% of the job vacancies is filled internally by the employees itself.
The current situation of the company can be understood by three analysis, i.e. internal analysis, external analysis and market analysis.
The mission of Enterprise Rent-a-car is to provide the commercial and automotive truck on rent. The company provides the leasing and sales services in cars according to the need of the customers and expectation for the quality service and values (Enterprise rent a car mission, 2014). The company works with various resources and contracts with the car owners, who want to provide their car on rent. The company offers various offers and services in terms of car rent and truck on rents. The company has a strong workforce to work. The internal environment of the company supports the growth of the company. Employees of the company are well satisfied to work enough. Overall, the company is strong enough to establish new market in Brisbane, Australia.
About Enterprise Rent-A-Car
The company uses latest technology to reach their customers. Company supports the use of updated, improved technology present in the market. Economically, the company is strong to establish its new market. The main issue faced by the company will be the political or legal issues, to understand the legal issues in Australia, the company needs to perform various researches in the Australian market as the company is new in the Australian market and is not habitual to the laws and regulation of Australian government. If we talk on the cultural influences, then the Australian people are very sensitive about the culture. Thus, while marketing, these factors should be analysed and handled properly. Natural environment is very much favourable for the business and the small problems will not affect the business. Enterprise Rent- A – Car is recognised for its quality service throughout the market (Customer Service, 2014).
The marketing analysis includes the market of Brisbane city of Australia as the company wants to start its business in this city. For analysing the market let us consider the below graph.
Rent vs. Own property data statistics of Brisbane City (Property Data, 2014)
According the above graph, 18% of the people have their own property. 24.8% of the people are thinking to purchase their own property. Other people use the resources on rent as described. Thus, the market has a great scope for car rent business (Kotler, 2010). There are various car rental companies which are available in the Brisbane city which provides its best services in the Brisbane city of Australia. Among those, the best car rental providing companies are Thrifty car rental fortitude Valley, Avis, Vista hire and Vroom (Thrifty, 2014). The main competition of the company will be with Vroom and Vista hire as the people of Brisbane likes the services of these company a lot but the company has various advantages. In this, the main competition is that the company provides a wide range of vehicles at a wide range of rental prices. Customers of Brisbane city wants the luxury services in form of rental car at reasonable prices (ibisworld, 2010).
SWOT analysis of the Enterprise Rent-A-Car is as follows: