市场学Comprehensive Case 2Word文档格式.docx

市场学Comprehensive Case 2Word文档格式.docx

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市场学ComprehensiveCase2@#@ComprehensiveCase2@#@EnterpriseRent-A-Car:

@#@SellingtheDream@#@IntheFastLane@#@OnabrightJanuary1998morning,DeanPittman,EnterpriseRent-A-Car’sarearentalmanagerforDurham/ChapelHill,NorthCarolina,gotoutofhisDodgeIntrepidatEnterprise’snewofficeinDurham.HeadmiredthelineofcleancarsandthenewofficewithitsgreenandwhiteEnterprisesign.ToDean,itseemedthatdreamsreallydidcometrue.@#@Alittleoversixyearsago,DeanhadgraduatedwithadegreeinindustrialrelationsfromTheUniversityofNorthCarolinaatChapelHill.Whenhe’dfirstscheduledajobinterviewwithEnterprise,Deanhadbeenskeptical.Althoughhedidn’tknowmuchaboutthecompany,hewasn’tcertainthathe’dlikerentingcarsforalivingorworkingaretailjobthatincludedwashingcars.Buthe’sseenthepotentialtoadvancequickly,todevelopstrongmanagementskills,andtolearnaboutrunningabusiness.@#@Oncehired,Deanhadbeenpromotedquicklytomanagementassistant,thentobranchmanageratEnterprise’snewofficeinRockyMount,NorthCarolina.Ayearage,Enterprisehadmadehimanareamanager,givinghimresponsibilityfortheDurham/ChapelHillarea–supervisingthreebranchofficeswith22employees,495cars,andannualrevenuesofmorethan$3million.Deanfeltasthoughhewasrunninghisownbusiness.Enterprisegaveitsmanagersconsiderableautonomyandpaidthembasedonapercentageoftheirbranches’profits.Eean’sstartingsalaryhadbeeninlinewiththoseofhisclassmates,butwithinthreeyearshispayhaddoubled,andnowithadtripled.Therecouldn’tbemanyothercompanies,Deanthought,inwhichapersonhisagecouldhavesomuchresponsibility,sosuchfun,andsuchhighearnings.@#@CompanyBackground@#@Dean’sgoodfortunemirroredthatofEnterpriseitself.Thecompany’sfounderJackTaylorstartedEnterprisein1962withasinglelocationand17carsinSt.Louis,Missouri.Sincethen,Enterprisehadgrowndramaticallytobecomethenation’slargestrentalcarcompany.Infact,Enterprisehadgrownatacompoundannualrateof25percentforthelast11years.By1997,thecompanyhadmorethan3,000locations,325,000cars,$3.1billioninsales,$5billioninassets,and30,000employees.@#@AWinningStrategy@#@AnalystsattributeEnterprise’ssuccesstoseveralfactors.First,carshavebecomeamoreimportantpartinpeople’slives.Theyjustcan’tdowithouttheircars,evenforadayortwo.And,asmoreandmorefamilieshavebothadultsworkingoraresingle-parentfamilies,thereisoftennooneelseinthefamilywhocanpickpeopleupwhentheyhavecarproblems.Tiedintothis,thecourtsruledinthe1970sthatinsurancecompanieshadtooffercoveragesothatinsuredmotoristscouldrentareplacementcariftheylosttheuseoftheircar.Asaresult,thoseinsurancecompaniesbegantoofferrentalreplacementcoverageintheirpolicies.@#@Beyondtheseenvironmentalfactors,thecompany’ssuccessresultedfromitssingle-mindedfocusononesegmentoftherentalcarmarket.InsteadoffollowingHertz,Avis,andotherrentalcarcompaniesbysettingupbranchesatairportstoservenationaltraverlers,Enterprisebuiltanextensivenetworkofneighborhoodlocationsservingthe“home-city”market–peoplewhoneededrentalcrasasreplacementswhentheircarswerewrecked,stolen,orintheshopbeingrepaired.Becausethesecustomerswereoftenstrandedatabodyshoporrepairgarageandhadnoeasywaytogettoarentaloffice,Enterpriseofferedtopickthemup.@#@However,Enterprise’sfirstcustomerinthereplacementmarketisoftenthereferralsource–theinsuranceagentorautobodyshopemployeewhorecommendsEnterprisetothestrandedcustomer.FewofEnterprise’scustomersgetupinthemorningthinkingthey’llneedtorentacar–butthenthey’reinvolvedinawreck.So,employeesvisitthereferralsourcesfrequently,oftentakingthemdonutsorpizzaasawayofthankingthemfortheirbusiness.TheyalsocallonreferralsourceswhomaynotbedoingbusinesswithEnterprise.Theyalsokeepinsuranceagentsapprisedofacar’srepairstatus.@#@AutoRentalNews,anindustrytradepublication,estimatesthatthereplacementmarketisgrowingat10to15percentperyear（seeexhibit1）.Theentirerentalcarmarketincludingairportrentals,thetravelsegment,isabout$14.6billion.@#@Enterprise’srentalratesinthereplacementmarkettendedtobelowerthanratesforcomparablerentalsatairport-basedcompanies–someanalystsestimatedupto30percentlower.Thecompanytendedtolocateitsofficesincityareaswheretherentwasmuchlowerthanattheairport.Italsokeptitscarsalittlelongerthanthetypicalairport-rentalcompany.Thesetwofactors,andafocusonefficientoperations,helpeditkeeprateslower.@#@Asecondsegmentofthehome-citymarketthatEnterprisehasbeguntoserv