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Case Analysis: Enterprise

Case Analysis:  Enterprise

The growth of our company has attracted the attention of our competitors.  They are now beginning to focus more on the home-city segment of the market.  In order to continue to grow, Enterprise must re-evaluate its marketing plan and find a way to continue to prosper and beat the competition.  The objective is to increase revenues by 25% per year, every year.  In order to accomplish this goal, the company will continue to offer the highest level of customer service available and attractive salaries and benefits to associates; the company will never abandon Mr. Taylor’s founding philosophy.  
In order to achieve our goal, we must concentrate on:  
1.	re-evaluating our target market
2.	positioning of the products and services
3.	promotion
	We have succeeded in capturing the majority of the home-city segment of the market.  In order to accomplish our goal, we must continue to be the leader in this segment but we must also expand.  Expansion of our target market should include the airport segment and the corporate/fleet segment.  
	Opportunities to increase market share within the home-city segment still exist.  Enterprise should continue to open stores in locations throughout the United States with the goal

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Word Count: 954

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