How could enterprise best present the attributes

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Reference no: EM133201463

Assignment: Enterprise Rent-A-Car

I. In the 1990's, Enterprise Rent-A-Car was a highly-profitable and fast-growing market leader concerned about protecting their place in the market. Based on your knowledge of the rental car market, would you conclude that Enterprise was operating in a Red Ocean or Blue Ocean competitive environment? Frame your answer in the context of at least three of the descriptors used in the Red Ocean / Blue Ocean model (and discussed in class).

II. Given the competitive environment, why did Enterprise identify and focus on a specific set of purchase attributes (and why those attributes)? Frame your answer in the context of what a company must do to successfully sell their product/service in a competitive environment and how focusing on those attributes helps to accomplish that objective.

III. From a marketing perspective, how could Enterprise best present these attributes to their target audience to best influence their decision making process? HINT: Give specific examples of how Enterprise might market the attributes using the conscious or subconscious decision influencers we discussed in class.

Reference no: EM133201463

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