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Enterprise rental car logo

An Acquisition Drives Growth

Defining a portfolio strategy for Enterprise

Sklar Wilton was in on the beginnings of this opportunity… with analysis and support.

- John F. MacDonald, VP Analytics, Loyalty & Insights, Enterprise

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Situation

In 2007, Enterprise completed the largest acquisition ever in the car rental business by buying National and Alamo. As Hertz had Thrifty and Avis had Budget, Enterprise now had brands to sharply position across end use. It seemed quite logical that National be the “business” brand, Alamo the “vacation” brand, and Enterprise the “everyday” brand. Research was requested to measure the North American drivers of purchase (both consumer and business) and the clarity of offer across all major brands.

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Process

Sklar Wilton conducted a comprehensive North American market study. The drivers of purchase for both consumer and business were identified. The perception of all major brands was also captured.

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Insights

While the research confirmed many ingoing hypotheses, a massive but risky opportunity emerged. The opportunity was the power of the market leading Enterprise brand. Customer ratings were passionate and there was every indication they would pay more for the Enterprise experience. The current pricing had Enterprise at entry level with Alamo priced higher. The research recommendation was to implement a “price swap” with confidence in the equity of Enterprise and the value orientation of the Alamo customer.

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Impact

After a field test, the swap was executed system wide. After one month Alamo volume was up 50%(!) and Enterprise was up 11%. The annualized impact was estimated at 3-4 share points in a market where each point is worth $100M.

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Land Acknowledgement

Sklar Wilton is based in Toronto (Tkaronto). We acknowledge the land we stand on today is the traditional and unceded territory of many nations including the Mississaugas of the Credit, the Anishnabeg, the Chippewa, the Haudenosaunee and the Wendat peoples and is now home to many diverse First Nations, Inuit and Métis peoples from across Turtle Island.  

We are grateful to have the opportunity to work on this land and recognize that we all play a role in the process of Truth & Reconciliation, including our ongoing journey to educate ourselves. Whose land are you on? Find out here

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