In order to achieve our goal, we must concentrate on:

2. positioning of the products and services

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

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.

The main ingredient in the future growth of the company is promoting the products and services we offer through concentrated marketing efforts. In order to launch the proposed campaign the marketing budget must be increased from $22 million to $30 million (Halliday, p.4). We must take strong steps to deliver and communicate our commitment to the highest quality of customer service, differentiating ourselves from our competitors by focusing on the “We’ll pick you up” attribute. The major focus of this campaign will be to attract the everyday user and to promote the high quality of customer service offered. Additional promotional efforts will be made to attract the infrequent airport traveler; these ads will include airport bus signage and travel magazines. The goal of these promotional efforts is to increase awareness of the company from 30% to 80% of the population.

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,

Some topics in this essay:
, segment market, customer service, home-city segment, promotional efforts, quality customer service, target market, quality customer, continue offer, home-city segment market, quality service convenience, continue build, service convenience, quality service,