Read the Case: Enterprise Rent-A-Car and complete the case analysis.
With the rise of ride-sharing services (i.e., Uber and Lyft), car rental companies are losing customers today. Use the information from the case and conduct your own research to discuss the following:
What should Enterprise do in this competitive market? (Hint: Enterprise’s competitive advantage)
Please include the following in your case analysis.
1. Case Overview
2. Identify and summarize the key marketing strategy issues.
3. Evaluate the key issues.
4. Propose your own solutions/make thorough recommendations on how the issues should be handled.
5. Justify your solutions.
6. You should apply marketing concepts/theories introduced in this course or you find from external sources.
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