MARKETING
Enterprise Rent-A-car Case Study
MARKETING
Enterprise Rent-A-car Case Study

Enterprise was considered the world’s largest rent-a-car company by its executives because of its laser-like focus on customer satisfaction and because of its concentration on serving the replacement market. By operating in this market and by defining that the key to success is to make their customers happy, the quality and the speed of the service are the main concerns of this company. And that’s why Enterprise is investing in researching (which they’re doing through a survey) so that they can act and take measures according to the results of the survey so they can improve their customers satisfaction.
This motto by which the company is governed, was first implemented by its founder, Jack Taylor, whose advice was: “if the company took care of its customers and employees first, profits would follow.”.
The company’s top managers decided to use the survey results to calculate an overall average ESQi score for the company and a score for each individual branch.
The survey’s first question took care of that overall average ESQi score for the company as it pretends to analyse its customer overall level of satisfaction with the service, using a satisfaction scale. Followed by an open-answer question trying to obtain suggestions for improvement so that Enterprise can continuously match to their customer needs and wants, and always investing in the company-consumer relationship. The next question addressed any problems that the customer might have had with the service so that the company can focus on solving the existing problems quickly and efficiently.
The next questions were used to calculate a score for each individual branch of the firm. This way, the company is able to more especifically identify what caused a customer’s insatisfaction and which departments or areas need improvement.
In question 4, the company is testing its telephone answering service. In question 5, the company’s offices and in question 6 the employee’s performance.
Questions 7 and 8 involve the speed and quality of the service and in the end of question 8 they also evaluate the performance of the employee that took care of the paperwork and the conditions of the rental car.
In question 9 the company approaches the inventory and in question 10 they try to obtain a study of the market demand and try to understand in which segments is Enterprise operating.
It’s question 11 that defines if actually the customer was satisfied or not with the whole process because a person may have been satisfied with the service but find a better one in the competitors and therefore still not renting cars of this company besides having been satisfied.
At last, questions 12 and 13 gives them an idea of the dimension of their market when comparing to other companies.
By doing this, Enterprise is showing to its consumers that their opinion and their needs matter to the company and are being placed as their first priority. The company is giving the consumers a sense of importance, is transmiting the idea that the company is there to serve and please them, establishing a great enterprise-consumer relationship.

Enterprise was considered the world’s largest rent-a-car company by its executives because of its laser-like focus on customer satisfaction and because of its concentration on serving the replacement market. By operating in this market and by defining that the key to success is to make their customers happy, the quality and the speed of the service are the main concerns of this company. And that’s why Enterprise is investing in researching (which they’re doing through a survey) so that they can act and take measures according to the results of the survey so they can improve their customers satisfaction.
This motto by which the company is governed, was first implemented by its founder, Jack Taylor, whose advice was: “if the company took care of its customers and employees first, profits would follow.”.
The company’s top managers decided to use the survey results to calculate an overall average ESQi score for the company and a score for each individual branch.
The survey’s first question took care of that overall average ESQi score for the company as it pretends to analyse its customer overall level of satisfaction with the service, using a satisfaction scale. Followed by an open-answer question trying to obtain suggestions for improvement so that Enterprise can continuously match to their customer needs and wants, and always investing in the company-consumer relationship. The next question addressed any problems that the customer might have had with the service so that the company can focus on solving the existing problems quickly and efficiently.
The next questions were used to calculate a score for each individual branch of the firm. This way, the company is able to more especifically identify what caused a customer’s insatisfaction and which departments or areas need improvement.
In question 4, the company is testing its telephone answering service. In question 5, the company’s offices and in question 6 the employee’s performance.
Questions 7 and 8 involve the speed and quality of the service and in the end of question 8 they also evaluate the performance of the employee that took care of the paperwork and the conditions of the rental car.
In question 9 the company approaches the inventory and in question 10 they try to obtain a study of the market demand and try to understand in which segments is Enterprise operating.
It’s question 11 that defines if actually the customer was satisfied or not with the whole process because a person may have been satisfied with the service but find a better one in the competitors and therefore still not renting cars of this company besides having been satisfied.
At last, questions 12 and 13 gives them an idea of the dimension of their market when comparing to other companies.
By doing this, Enterprise is showing to its consumers that their opinion and their needs matter to the company and are being placed as their first priority. The company is giving the consumers a sense of importance, is transmiting the idea that the company is there to serve and please them, establishing a great enterprise-consumer relationship.

There are 3 types of research objectives: exploratory research, descriptive research and causal research. The survey used by this company shows us an organized, well structured and descriptive research, whose data is statistically easily treated. So we can conclude that the company is in a phase of Descriptive Research (used to better describe the market potential for a product or the demographics and attitudes of consumers), which seeks to determine the wants and needs of the consumers , the characteristics of the market in which it is operating and the level of customer satisfaction at the different stages of the process.
There are also 3 types of research approaches: observational, survey and experimental. Obviously, the one chosen by this company was the survey research, which consists on asking people questions about their knowledge, attitudes, preferences, and buying behavior.
The ESQi scores are taken into consideration when evaluating managers and employees of all branches for a promotion. This strategy gives employees motivation to a better performance since their promotion is depending on how satisfied are the customers. In this way, Enterprise is able to ensure that its managers and all its employees will focus on satisfying the company’s customers.

There are 3 types of research objectives: exploratory research, descriptive research and causal research. The survey used by this company shows us an organized, well structured and descriptive research, whose data is statistically easily treated. So we can conclude that the company is in a phase of Descriptive Research (used to better describe the market potential for a product or the demographics and attitudes of consumers), which seeks to determine the wants and needs of the consumers , the characteristics of the market in which it is operating and the level of customer satisfaction at the different stages of the process.
There are also 3 types of research approaches: observational, survey and experimental. Obviously, the one chosen by this company was the survey research, which consists on asking people questions about their knowledge, attitudes, preferences, and buying behavior.
The ESQi scores are taken into consideration when evaluating managers and employees of all branches for a promotion. This strategy gives employees motivation to a better performance since their promotion is depending on how satisfied are the customers. In this way, Enterprise is able to ensure that its managers and all its employees will focus on satisfying the company’s customers.