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Word Count: 655
Enterprises 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 Enterprises look at a new segment of the car rental market other competing companies have now dabbed into new bases for segmenting the rental car marketThe 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 todays 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 rental cars occasionally therefore most look for comfortable quality economically sound cars that they can trust Finally psychographically the car rental market has the bases of the middle class up to upper class appeal with those that are achievers and strivers for work and excellenceMarketing changes that Enterprise could make are many Enterprise could expand into the airport region and even next to other transportation industries Setting up franchises next to companies like Amtrak and Greyhound would give consumers an option of driving themselves
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