Enterprises selective segmentation Essay

This essay has a total of 666 words and 3 pages.

Enterprises selective segmentation



Enterprise’s Selective Segmentation
The rental car market was once only focused on national travelers. Enterprise brought in
the segment of neighborhood, setting up branches in for people who needed rental cars as
replacements when their cars were wrecked, stolen, or in the shop. With Enterprise’s look
at a new segment of the car rental market, other competing companies have now dabbed into
new bases for segmenting the rental car market.

The bases for segmenting the rental car market can be broken down from the four categories
of geographical, demographic, behavioral, and psychographic segmentation. From a
geographic segmentation aspect, staying in the United States, the car rental market can be
found in almost every town, region, and climate. People are at a lost in today’s world
without a car, therefore rental car companies can establish a franchise anywhere
geographically, with the exception of highly secluded villages. Demographically,
individuals between the ages of 18-64 are the prime target age. Any individual, from the
single male or the married female with four children can find a use for a rental car,
whether it be for a long business trip, or for the family to car-pool to a regional soccer
tournament in a van. College students and parents of college students are known to be a
target market. Students need to rent cars from the airport to drive to campus, as do
parents when they visit, or take the long voyage from home. Behaviorally, consumers use
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