CASE 1
ENTERPRISE: RIDESHARE

THE CLIENT
Founded in 1957 by Jack Taylor, a former Naval Aviator, Enterprise Holdings has grown to become a $12.6 billion dollar company that is still privately owned and operated. Enterprise Holdings encompasses Enterprise Rent-A-Car, Alamo Rent-A-Car, and National Car Rental as well as our Commercial Truck, Car Sales, Fleet Management, WeCar, and RideShare divisions. With over 68,000 employees Enterprise still promotes from within based on performance. We hire over 8,000 college graduates each year into our widely recognized Management Trainee Program. Nearly all of our employees start in this program including our senior level managers. Management Trainees learn our business from the inside out– taking care of customers, developing marketing plans and working with an energetic team of professionals as they progress through the company.

CASE
Founded in 1994 as a division of Enterprise Rent-A-Car, Enterprise Rideshare is a business service offered to companies, or individuals, with similar commuting needs. Enterprise RideShare provides commute alternatives to employees and employers. It is positioned as an employee benefit, providing flexible vanpool programs. Over the past 12 months RideShare began operating within the Baltimore-Washington Metropolitan markets, initially targeting military installations for vanpool programs. Rideshare would like to expand their current target audience by identifying and marketing to potential employers and employees within the private sector.

PROJECT OBJECTIVES

Outline and identify the ideal candidate for vanpooling from an employer perspective, as well as an employee perspective. Also research successful employer vanpool programs and identify common traits.

• Complete a SWOT analysis to directly compare Enterprise RideShare to our Competitors.
• Develop a multi faceted marketing plan (presentation materials, social media campaigns, office flyers, print ads, etc) to:
• Develop brand awareness from a consumer standpoint
• Sell employers on supporting vanpool programs
• Entice employees to attend formation meetings and join vanpools