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) 1. Identify and summarize the key marketing strategy issues. 2. Evaluate the key issues. 3. Propose solutions/make thorough recommendations on how the issues should be handled. 4. Justify your solutions. 5. You should apply marketing concepts/theories introduced in this course or you find from external sources. Case write-ups should be 3 – 5 pages not including cover page and reference page, double spaced, 12 font size in Times New Roman. Please submit it in MS Word format.[unique_solution]
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) 1. Identify and summarize the key marketing strategy issues. 2. Evaluate the key issues. 3. Propose solutions/make thorough recommendations on how the issues should be handled. 4. Justify your solutions. 5. You should apply marketing concepts/theories introduced in this course or you find from external sources. Case write-ups should be 3 – 5 pages not including cover page and reference page, double spaced, 12 font size in Times New Roman. Please submit it in MS Word format.