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.
- Case Overview
- Identify and summarize the key marketing strategy issues.
- Evaluate the key issues.
- Propose your own solutions/make thorough recommendations on how the issues should be handled.
- Justify your solutions.
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