Enterprise Rent-A-Car
Memo assessing the success of the “local market” expansion planned by Enterprise’s competitors
Enterprise Rent-a-Car Inc. has been very successful as it focused on an entirely untapped segment of the car-rental market and created a niche for itself. Along the way, while its competitors slugged it out for the overcrowded airport traveler segment, Enterprise continued to prosper by expanding its inner-city operations.
With the rental car industry in the midst of a shake-out, Enterprise’s competitors are now eyeing the home-city use car rental market. However this expansion, while seemingly attractive due to the presence of just one dominant player (i.e. Enterprise) in what is the fastest growing segment of the industry, will not be as easy as anticipated. Hertz, Avis, and the like will find success difficult to come by, particularly due to the significant barriers-to-entry present in the local market segment.
The Enterprise model has been literally built......
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Approximate Word Count: 450
Approximate Pages: 2 (250 words per double-spaced page)
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