Enterprise
Case
Study
By: Dhairya
Table of Contents
01
03
Introduction
Explain the main methods
that Enterprise uses to
overcome potential
barriers to its
communication
strategies.
05
02
Describe the key
stages in the
communications
process.
04
Analyse the benefits of
Enterprise using a
multi-channel approach to
communicate its
messages.
Evaluate the effectiveness
of Enterprise's internal
communications strategies.
01
Intro
HOME
Overview of Enterprise
Rent-A-Car
1.
2.
3.
4.
5.
6.
Founded in 1957 by Jack Taylor, Enterprise is
a privately-owned, multinational car rental
company.
Operates in seven countries, including the
UK, US, Canada, and several European
nations.
Over 370 locations in the UK, with 90% of
the population within 10 miles of a branch.
Core philosophy: “Take care of our customers
and employees, and profits will take care of
themselves.”
Focus on customer service, employee
development, and ethical practices.
99% of vacancies are filled internally,
emphasizing career progression and internal
promotion.
02
Describe the key
stages in the
communications
process.
HOME
1.
a.
b.
2.
Understanding the Receiver:
a.
b.
3.
Tailor the message to the audience’s needs (e.g., school leavers,
graduates, business customers).
Example: Enterprise uses different communication strategies
for B2B (business customers) and B2C (retail customers).
Selecting the Medium:
a.
b.
4.
Key Stages in
Clearly outline the purpose of the message (e.g., brand
the
awareness, recruitment, customer service updates).
Example: Enterprise’s objective when recruiting graduates is to
Communication
communicate that it is a great place to work.
Defining the Objective:
Choose the best communication channel (e.g., email,
face-to-face, social media, intranet).
Example: Enterprise uses its “Come Alive” recruitment website,
social media, and career fairs to reach potential recruits.
Feedback:
a.
b.
Ensure the receiver understands the message and provide
opportunities for clarification.
Example: Enterprise uses monthly customer satisfaction
surveys and social media monitoring to gather feedback and
improve communication.
03
Explain the main methods
that Enterprise uses to
overcome potential
barriers to its
communication
strategies.
HOME
Methods to Overcome Communication Barriers
Multi-Channel
Approach
Enterprise uses a mix of formal (e.g.,
emails, intranet) and informal (e.g.,
face-to-face discussions) channels to
ensure messages are received.
EXAMPLE
The Hub intranet allows
employees to share best
practices and collaborate,
reducing email overload.
Local
Knowledge
When entering new markets (e.g.,
France, Spain), Enterprise works
with local media agencies to
adapt its messaging to local
cultures and languages.
EXAMPLE
During the rebranding of Citer
(France) and ATESA (Spain),
Enterprise used local agencies to
ensure effective communication.
Employee
Training
Graduates and new hires are
trained in communication best
practices, ensuring consistent
messaging across the
organization.
EXAMPLE
The Graduate Management Trainin
Programme teaches employees
about finance, marketing, and sale
fostering clear communication.
04
Analyse the benefits of
Enterprise using a
multi-channel approach
to communicate its
messages.
HOME
Benefits of a Multi-Channel Approach
Increased
Reach
Enhanced
Engagemen
t
Tailored
Messaging
Different channels (e.g., TV, social
media, intranet) ensure messages
reach diverse audiences, from
customers to employees.
Formal and informal channels (e.g., The
Hub, team meetings) encourage
employee interaction and
collaboration.
Different channels allow for
customized messages for B2B, B2C,
and internal audiences.
Example: Enterprise uses TV and
press adverts for retail customers
and trade publications for B2B
customers.
Example: The Hub allows employees
to share best practices and discuss
ideas, fostering a sense of community.
Example: Retail customers receive
marketing emails about special offers,
while B2B customers receive
information about long-term rental
solutions like Enterprise Flex-E-Rent.
Benefits of a Multi-Channel Approach Cont.
Improved
Feedback
Brand
Consistency
Multiple channels provide more
opportunities for stakeholders to
respond and engage.
Consistent messaging across channels
reinforces brand values and culture.
Example: Enterprise uses social
media, customer surveys, and press
coverage to gather feedback and
improve communication.
Example: Enterprise’s core values (e.g.,
customer service, ethical behavior) are
communicated through the intranet,
company meetings, and external
advertising.
05
Evaluate the effectiveness
of Enterprise's internal
communications
strategies.
Effectiveness of Internal
Communication Strategies
The Hub
Intranet
●
●
●
Centralized communication
platform that allows
employees to access
company news, share best
practices, and collaborate on
projects.
Reduces email overload and
ensures consistent
messaging.
Example: Employees can
discuss ideas and share
meeting notes, fostering
collaboration and knowledge
sharing.
Onboarding
Program
●
●
●
New employees receive a
personal welcome letter from
the managing director,
reinforcing the company’s
family-oriented culture.
Letters are also sent to family
members, creating a sense of
belonging from day one.
Example: This strategy helps
new hires understand the
company’s culture and values,
setting the foundation for
long-term engagement.
Effectiveness of Internal
Communication Strategies Cont.
●
Graduate
Training
Program
●
●
Focuses on internal communication
and sharing best practices.
Employee
Employees are trained to run their
own business, fostering ownership Engagement
and engagement.
●
Regular company meetings, posters,
Example: Graduates learn about
and the intranet reinforce core values
finance, marketing, and sales,
and keep employees informed.
preparing them for leadership roles
●
High internal promotion rate (99% of
within the company.
vacancies filled internally)
demonstrates the effectiveness of
internal communication.
●
Example: Employees are motivated by
the clear career progression
opportunities and the company’s
commitment to their development.
References List
Enterprise Rent-A-Car UK. (n.d.). Enterprise Rent-A-Car UK: Car hire and rental services. Retrieved March 5
2025, from https://www.enterprise.co.uk/en/home.html
Raynor, M. E., & Ahmed, M. (2013, April). Three rules for making a company truly great. Harvard Business
Review. Retrieved March 5, 2025, from https://hbr.org/2013/04/three-rules-for-making-a-company-truly-great
Deloitte. (2023). Global marketing trends. Deloitte Insights. Retrieved March 5, 2025, from
https://www.deloitte.com/global/en/our-thinking/insights/topics/marketing-sales/content/global-marketing-t
rends.html
PoliteMail. (Oct 17, 2024). Navigating change: The impact of internal communicators on employee engagement
and clarity. Retrieved March 5, 2025, from
https://politemail.com/navigating-change-the-impact-of-internal-communicators-on-employee-engagement-a
nd-clarity/#:~:text=According%20to%20Gallup%2C%20when%20employees,communication%20has%20a%20
huge%20impact.
References List Cont.
McKinsey & Company. (n.d.). McKinsey research confirms omnichannel is the leading approach to B2B sales.
Retrieved March 5, 2025, from
https://www.mckinsey.com/capabilities/growth-marketing-and-sales/solutions/periscope/news/press-releases
/mckinsey-research-confirms-omnichannel-is-the-leading-approach-to-b2b-sales
Forbes Coaches Council. (2020, January 27). Why remote workers avoid video communication—and why they
should embrace it. Forbes. Retrieved March 5, 2025, from
https://www.forbes.com/councils/forbescoachescouncil/2020/01/27/why-remote-workers-avoid-video-commu
nication-and-why-they-should-embrace-it/