1.The company which we will be studying is Enterprise which is engaged in the business of car rentals and also various other rentals and used auto business. The industry has been growing at a healthy rate and when we see the US car rental industry we will see that the revenues has grown from $20.08 in 2012 to around $40 billion in 2014.The United States represent have of the total revenues in this industry with Europe leading for the second position.
The company Enterprise have expanded their leasing business to the buying of the new cars and using them along with the selling them to the public as used cars. They entered the daily rental business and also the truck rental businesses. Overall they have several business units which can be differentiated with the mode of doing business. They are the off-Airport market which deals with the travelers and the holiday packages. The On-Airport market deals with the business travelers through exclusive ordering facilities and express check out. The After-market deals with the selling of the used cars which they have bought from the manufacturer. This has reduced the cost of reverser logistics.
The country in question for market entry will be HongKong.HongKong have been growing as the major business hubs of the world with the technology and computer software industries (Carroll & Grimes, 1995). The car rental industry is in the nascent stage with some of the companies starting operations. The auto industry is highly developed which will help Enterprise to buy the cars and then resale them. The demand of rental services is also high in this country as there is less cars due to lack of parking spaces and high fuel costs. The reasons for the selection can also be justified by the Enterprise model of providing services to the universities and this gives them the necessary branding. Now Hong Kong has also a university