About the Case 4 : Enterprise Rent-A-Car
Have you ever heard about 'rent a car' service? In many companies, this service has been gave. And, this case is about rent car company's success. First, there is the story of the man named Kevin.
Kevin had had his own car but he faced car accident. His car was towed to repair shop. At that time, his assurance agency recommended Enterprise Rent A Car
Rent-A-Car 사무실의 전화번호를 가르쳐 주었다. 그 보험회사 직원은 그의 회사가 자동차의 대체를 위해 Enterprise를 이용하도록 추천해 주었다는 것을 적어두었고 케빈의 보험은 하루당 20달러로 상향 조정되었다. 케빈은 수리점에 그의 차를 맡겨 두었고 필요한 준비를 하면서, Enterprise office에 전화를 했다
Our mission is to fulfill the automotive and commercial truck rental, leasing, car sales and related needs of our customers and, in doing so, exceed their expectations for service, quality and value.
We will strive to earn our customers’ long-term loyalty by working to deliver more than promised, being honest and fair and “going the extra mile” to provide exceptional personalized servic
rent-a-car ] 란?
대여자동차 및 영업소.
단기적으로 사용자의 필요에 따라 대여한다. 1년 이상을 계속 대여하는 경우는 리스카(lease car)라고 한다. 이 제도는 1920년대 미국에서 처음 실시되어 전세계에 보급되었다. 사용자가 직접 운전하는 셀프드라이브(self drive)와 운전자를 포함해 자동차를 빌리는 쇼퍼
Rent-A-Car delivers vehicles to customers’ homes/workplaces
ex) Disney offers FastPass at a premium price to avoid waiting in long lines
odd-even pricing
The strategy of setting a price at an odd number to connote a bargain and at an even number to suggest quality
ex) $99.95/$49.95(odd numbers) make consumers feel paying less
prestige pricing
The strategy of increasing the