A niche market strategy that's hard to be emulated

Enterprise Rent-A-Car started with 17 cars in the early 1960's and today is a leading niche player  (largest fleet 350,000 and higher profits ) in the car rental market in the U.S. The company engages in 3 key market segments - cars rented for business and  cars rented for travel and recreation, as well as for emergency unanticipated rentals (due to accidents and theft) Enterprise Rent-A-Car has developed and  serves its own niche (emergency unanticipated rentals). Having accepted the dominance of Hertz and Avis in  airports, concentrated on emergency rentals and became a niche leader.  The niche is very lucrative and serves approximately 75 % of market.  But  what competitive advantages Enterprise Rent-A-Car created, that difficult to be emulated by competitors? 3100 offices away from airports to avoid airport taxes has its own booking system so do not pay commissions to travel agents or fees for use of other reservation system . has a cost effective database of fleet management and maintenance that affords her substantial savings has developed great skill in buying and selling cars; keeps a car for about 18        months , unlike its competitors approximately 6 months. decentralized system of local branches, networked "with local garages, insurance offices and a friendly and fast service advertises very little  has an extremely high level of service and is renowned for special care of customers. Enterprise Rent-A-Car hires executives strong entrepreneurial spirit, dedicated to friendly customer service. The company has its own tough management training program.  Summing up, Enterprise Rent-A-Car has chosen to rent cars quite different from competitors, manage and monitor their large fleet, create local links, and provide friendly customer service. The Verdict: Devotion to niche and specialization in service. Good strategy and effective execution.  O2ibm Visit this Open Forum