Situational Analysis (STP)
Enterprise Car Club company is a company that provides it audience and its client with self-service rentals. the company has its branches in a total of 26 different cities all over the United kingdom and offers access to over 1500 cars (Enterprise). With the company offering its services 24 hours a day, 7 days a week, 365 days a year, member of the service provided can reserve cars and vehicles by the hour and book their rental services vis online, pone or through the company app. Members of the service are able to gain fuel, repairs, breakdown cover, servicing, MOT’s and insurance as part of their rental service package. The company mains to provide its member seamless contact experience and allow them to access all their vehicles through their app or through a contactless access card.
The basis of the segmentation of the Enterprise Car Club can be broken into four categories. On the geographical segmentation basis of the Enterprise Car Club its services only in the United Kingdom (Enterprise). Enterprise Car Club offers it services in only 26 cities in the UK with over 9000 locations within these 26 cities. On the basis of the demographical segmentation, the Enterprise Car Club aims to the cater to all customer and demography who are the age of 18 years and are below the age of the 60 years (Enterprise). This demography makes up the prime target of the Enterprise Car Club. This is to ensure that the member who avail the car rental service are of legal driving age and also physically healthy and capable to drive the rental cars and ensure the reduction of car relate accidents and risks. As per the psychographic and behavioral segmentation, any individual in the UK, male, female, elderly or young, who does not have a car are may not be able to access a vehicle can avail the services of the Enterprise Car Club for a multitude of reasons like for long business trips, family car-pool, or a solo vacation across the country.
Enterprise Car Club has its target market that focuses on the residents of the that the UK cities in which the company has it branch in the 26 cities (Enterprise). the target market consists of those who may be in need of a car service due to nit having their own car or being in unprecedented situation where there is a need of a vehicle. The target market of the company focuses on those who might need to travel a long distance or in a group for trips, vacations and even car-pooling.
Campaign Objectives
The main means through which the company attempts tot differentiate its service is through the provision of the addition al service of fuel, repairs, breakdown covers, servicing, insurance and MOT’s whilst being able to avail the tented rental service. The company aims to position itself in the market by providing these additional which would other wise be responsibilities these their customer or member would have to bear when avail other car rental services. This helps reduce a large amount of the stress and anxiety from the shoulders of the member and make them perceive the company more positively.
The primary campaign objective of the Enterprise Car Club is to be able to establish the means through which the company can bring about growth in the company but providing the citizens of the United Kingdom with better and more elevated car rental services. The campaign objective of the company also consists of the boosting of brand awareness through the implementation of the effective marketing strategies.
The initial part of this expansion and growth campaign optimal use and implementation of effective marketing strategies on order to boost brand awareness among the UK population. The comp any can achieve this through the promotion of company’s services and benefits and advantages through advertising, social media promotion and advertisement campaign in areas that have not been actively targeted by the company promotion programs (Martínez-López, Merigó, Gázquez-Abad and Ruiz-Real, 2020).
The company also aims for the promotion of the rental services to this student demography of The Aston University in Birmingham. The Enterprise Car Club aims to appeal to the students of the Aston University through the provision of quick, cheap and ecofriendly option for traveling. As a means through which to appeal to the the population at Birmingham, the Enterprise Car Club can also promote the its eco- friendly promotion through the advertising the low emission rates from the three dentalcare that the company provides (Naoui-Outini and El Hilali, 2019). Through this the company can aid in the addressing of the issue of excessive emission in the Birmingham and the need to the reduces it. This additionally would allow in the boosting of the brand awareness and brand image in the Birmingham areas Ans also appeal to the theta more modern and environmentally conscious, young student demography of the Aston University.
For the application and achievement of the campaign objective of the company, the # Ps theory shall be used as a means of the strategic approach. The 3p theory focuses on the purpose, principle and the priorities of the company, through the following of the following of the three Ps the Enterprise Car Club shall be able to effectively establish its brand image and bring about the the increase of brand awareness among the student demography of the Aston University in Birmingham. through the following of the 3 P strategy, the Enterprise Car Club will be to gain an s plan of action which can be followed which also help clarify the goals and objectives of the company and also help lay down the means which the goals and objective can be achieved (Pasquier and Villeneuve, 2018).
Outline Strategy and General Rationale for The Selected Tools
The purpose of the Enterprise Car Club is to provide the active demography of the United Kingdom with affordable, quick and reliable car rental service. The company primary aim of the company is to offer the UK citizens with a reliable option for gaining transportation while also being beneficial, cheap and stress-free in its maintenance. The company plans of expanding its operations to a ,majority of the cities in the United Kingdom (Zimmerman and Blythe, 2017).
The mean principles on the basis of which the company aims to act is through the development of a reliable and trustworthy brand image through the appealing to target demography while also being able to increase member base through the taping of the student population frothed that Aston University in their little Birmingham scheme.
The main priorities of the Enterprise Car Club are to be able to promote the service of the company to the student population of Aston University through the means of the media promotion and marketing tool like the social media marketing, school radio shows, influencer videos and online advertisements. Through the use of these tools the company aims to expand their customer base and increase the boundaries of their customer segment and target market.
The main demography of the students of the Aston University consists of young students who are highly technologically proficient (Decker and Stummer, 2017). These young students are also on the cusp of being professionals which increases the chances of the young students to being employed or to being an internship. This would make them the ideal demography who would be in need or a car rental service, this particular demography is also fast in uptalking of technology which make them more idea of promoting the company’s car rental app and contactless access card (Foroudi, Gupta, Nazarian and Duda, 2017). Additionally, being more conscious of the environment the student population at Aston University would be more likely to try an alternative mode of transportation.
For the promotion of the company services and benefits to the student demography of Aston University in Birmingham, the company will focus on the implementation of the marketing tools of Social Media Marketing and Public Relations (Chernev, 2018).
Social media is a massive and effective means through which the company will be able to appeal to the student demography of Aston University. The students of the university are extremely technologically savvy and heave a strong social media network (Foroudi, Gupta, Nazarian and Duda, 2017). Through the advertising and feasibility of the company and their car trental services through online social media posts and media adverts, the Enterprise Car Club can better reach out to the student population and be able to appeal to them. other social media advertising through the means of website promotion and print media will greatly increase the visibility of the car services. Promotion and marketing through social media would also aid the company to gain more shareability among the student population at the university. Through the promotion of social media, the company will successfully be able to increase brand awareness and improves search engine rankings through targeted search engine optimization in popular search engines like Google. The advertising and marketing through social media will also increase the rates of conversation and interaction between the students and the company webhosted thereby increasing traffic. Most importantly, social media marketing and advertising would be able to help the company bring about greater customer satisfaction (Rapaccini Saccani, Kowalkowski, Paiola and Adrodegari, 2020). Through the communication and exposure of the brand intention and new services through social media, the company will be able to gain valuable insight to the likes and dislike of the student demography and the capitalize on the scheme and promotions to which the student body of Aston University positively respond to.
Tactics and Actions (Marketing Tool Plans)
The Aston University has already set up a campaign with the city of Birmingham about an initiative in reducing the amount of emission from cars, and lorries through the attempted restricting of the number of cars on the road. This has been done in an effort to reduce the overall carbon footprint. The university has taken many steps to promote the use of alternative transportation as a means of personal locomotion ad transport. This falls in line with the values of the Enterprise Car Club and its value of reducing emission. Through the means of public relation via radio shows, the company can double down sentiment of reducing emission and the initiative that the university has been taken through the promotion of the shared sentiment of reduced emissions from cars. Through the use of such public relation measures the company can establish a partnership with the university,. This partnership fostered through the means of public relation can help the company be specifically established as the preferred means of their alternative mode of transportation that can be availed by the students. Additionally, the company can participate in the programs and awareness campaigns hosted by the university, as a sponsor or beneficiary can greatly help in the building of brand awareness and can help attract the student demography and make it apart of the target market of the company (Kotabe and Helsen, 2020). The company also its promotion and support for the campaigns and initiatives to the local press. This would help increase the attraction and brand perception of the students towards the company and help improve the brand image in the community of Birmingham as a whole. Through the effective application of public relation and marketing strategies, the Enterprise Car Club can also reach other segments of the society which may be deemed harder to reach du e to their lack of the technological ability (Foroudi, Gupta, Nazarian and Duda, 2017).
As discussed above, the concerned brand emphasizes on gaining organizational sustainability, in order to gain a competitive edge from the market. The objective of this brand is to target customer base residing in Birmingham and use the car rental service by Enterprise Car Club that has been launched as means of ensuring beneficial alternative modes of transportation along with the partnership with the Aston University. In addition to that, the brand will be promoting their services through public relation marketing approach and through social media campaigns (Šedík, Horská, Skowron-Grabowska and Illés, 2018). Hence, the objective towards establishing sustainability will be achieved through the integration of marking communication approach where the marketers will share their business intention and means of the operation for the establishing of the business sustainability in the market which has its locus in Birmingham.
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Figure 1- Gantt Chart for Enterprise Car Club
(source: Author)
Week 0 to 1:
In week 1, the data was collected with the aid of both primary and secondary means of data collection. The primary methods of data collection were done through the implementation of online survey, questionnaire, and through the observation and analysis of customer buying patterns (car rental services). On the other hand, secondary research has been conducted through the means of the analyzing journals, books articles and additional research paper in the buying patterns of the customer related to the car rental services and the correlation between them. In addition to that, the brand has developed an effective brand research and development department which has allowed them to understand different demographic trends and customer requirements (Kotabe and Helsen, 2020).
Week 2 to 3
In week 2 to week 3, the concerned brand ECC (Enterprise Car Club) focused on the analysis of the data that was retrieved from the primary and secondary data collection methods. From there, it was observed that the added concern about the environment brought about by the recent Covid-19 pandemic reinforced this environmental concern of the students of Aston University. Hence, the brand has managed to the improve their business sustainability measure and methods which will be father promoted through public relation and other marketing approaches that have been mentioned in detail above.
Week 4 to 5
In order to a achieve all the aims and objective that has been mentioned in the discussion above, ECC will focus in the development of an appropriate and optima budget which will allow them to increase and maximize the overall profit margin. As such, it can be assumed that the developed budget, and its subsequent application will allow then to achieve their long-term goals and objectives as well as address their short term and essential priorities as well.
Week 6
In this week, the brand will implement corporate strategies with the help of managers and skilled worked (rental car branch managers), which ell help the company gain a competitive edge in the market. This will be followed by an observation and elation of the success of the strategies and the managers shall highlight the key issues and implement appropriate measures to address and overcome the identified obstacles to increase business performance.
Reference List
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Decker, R., and Stummer, C., 2017. Marketing management for consumer products in the era of the internet of things. Advances in Internet of Things, 7(3), 47-70.
Enterprise Holdings, I. Enterprise Car Club. Retrieved 31 March 2022, from
https://www.enterprisecarclub.co.uk/gb/en/home.html
Foroudi, P., Gupta, S., Nazarian, A., and Duda, M., 2017. Digital technology and marketing management capability: achieving growth in SMEs. Qualitative Market Research: An International Journal.
Kotabe, M. M., and Helsen, K., 2020. Global marketing management. John Wiley and Sons.
Martínez-López, F. J., Merigó, J. M., Gázquez-Abad, J. C., and Ruiz-Real, J. L., 2020. Industrial marketing management: Bibliometric overview since its foundation. Industrial Marketing Management, 84, 19-38.
Naoui-Outini, F., and El Hilali, N., 201. Innovative suppliers and purchasing function interaction: An exploratory research in the car rental sector. Journal of Innovation Economics Management, (1), 171-192.
Pasquier, M., and Villeneuve, J. P., 2018. Marketing management and communications in the public sector (p. 274).
Rapaccini, M., Saccani, N., Kowalkowski, C., Paiola, M., and Adrodegari, F., 2020. Navigating disruptive crises through service-led growth: The impact of COVID-19 on Italian manufacturing firms. Industrial Marketing Management, 88, 225-237.
Šedík, P., Horská, E., Skowron-Grabowska, B., and Illés, C. B., 2018. Generation marketing in strategic marketing management: case study of honey market. Polish Journal of Management Studies, 18.
Zimmerman, A., and Blythe, J., 2017. Business to business marketing management: A global perspective. Routledge. Pasquier, M., and Villeneuve, J. P. (2018). Marketing management and communications in the public sector (p. 274).
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