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.

Note that: do not rely on the information provided in this case alone. When the case study was first published, Uber and Lyft were not threats to the rental car industry. You need to conduct your own research on the current situation.

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. A dropbox will be available for your submission in Module 2.

Attachments:Enterprise-20….pdfMKT-20701-20C….pdf