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Enterprise Rent-A-Car Selling the Dream Objective of the Assignment The objective of this assignment is to answer the given questions in the case study, reflecting to what was learned through marketing classes and analyze it using the case study Company background Enterprise is the largest car rental company in North America, which is a $6 billion company with 600,000 vehicles, more than 50,000 employees and over 4,800 locations in the U.S., Canada, Germany, the United Kingdom and Ireland. Activities include renting of vehicles, fleet acquisition, and vehicle maintenance and vehicle disposition through wholesale vehicle channels. In addition to car rentals, Enterprise also offers other services which include Corporate Class(r), which is the discount program for local business vehicle rentals. Car Sales, which offers quality, pre-owned cars with "haggle-free buying, worry-free ownership, fleet Services, which provides complete fleet management services for small and large companies seeking leased vehicle fleets and rideshare supplies vans to...

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