Question

Enterprise car club have identified an opportunity for growth and are looking to expand their service to a new city in the United kingdom.
As an Enterprise car club employee you need to create a recommendation of when to expand the service,as well as a marketing plan for the city you have chosen to launch in, using a budget of £50,000.

Answer 1

Enterprise Car Club is a rental, self-drive car service, which gives opportunity to the customers to rent a car by hour at affordable prices. The company is looking for growth opportunities and is planning to enter a new city in UK. In my views, the company must make the expansion before the holiday season. Various customers book for packages and holiday deals in the off season, for their trip in the holiday season. The company needs to tap on that opportunity and can offer great package deals to the customers. The company can opt for penetration pricing so as to develop a customer base in the new city. The service packages can be offered at prices lower than the market average. This can be marketed as the introductory offer in the city.

As the majority customers for the company will be millennials, the company can opt for digital as well as social media marketing. The company can develop an interactive website. Moreover the company can develop profiles on established social networks. This way, the offerings of the company can be communicated to the targeted customers quite easily. Moreover the company will be able to establish direct contact with the customers in the most cost effective manner.