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The Car Rental Industry

  • The automobile rental industry is a multi-billion dollar sector of america economy. The usa segment of the industry averages about $18.5 billion in revenue per year. Today, around 1.9 million rental vehicles that service america segment from the market. Furthermore, there are several rental agencies in addition to the industry leaders that subdivide the entire revenue, namely Dollar Thrifty, Budget and Vanguard. Unlike other mature service industries, the rental car market is highly consolidated which naturally puts potential newbees at a cost-disadvantage given that they face high input costs with reduced chance for economies of scale. Moreover, the majority of the profit is generated by a number of firms including Enterprise, Hertz and Avis. For that fiscal year of 2004, Enterprise generated $7.4 billion in total revenue. Hertz started in second position about $5.2 billion and Avis with $2.97 in revenue.


    There are lots of factors that shape the competitive landscape with the rental car industry. Competition emanates from two main sources during the entire chain. About the vacation consumer’s end with the spectrum, levels of competition are fierce not simply because the market is saturated and well guarded by industry leader Enterprise, but competitors operate at a price disadvantage together with smaller market shares since Enterprise has established a network of dealers over 90 percent the leisure segment. On the corporate segment, alternatively, level of competition is very good in the airports since that segment is under tight supervision by Hertz. Because the industry underwent an enormous economic downfall in recent years, they have upgraded the scale of competition within a lot of the companies that survived. Competitively speaking, the car rental industry is a war-zone since many rental agencies including Enterprise, Hertz and Avis one of the major players participate in a battle in the fittest.

    In the last number of years the rental car industry makes a lot of progress to facilitate it distribution processes. Today, around 19,000 rental locations yielding about 1.9 million car rentals in the usa. As a result of increasingly abundant number of car hire locations in the US, strategic and tactical approaches are taken into account to be able to insure proper distribution through the entire industry. Distribution occurs within two interrelated segments. About the corporate market, the cars are given to airports and hotel surroundings. Around the leisure segment, alternatively, cars are distributed to agency owned facilities which might be conveniently located within most major roads and locations.

    Previously, managers of rental car companies accustomed to depend upon gut-feelings or intuitive guesses to make decisions about how exactly many cars to get inside a particular fleet or utilization level and gratifaction standards of keeping certain cars a single fleet. With that methodology, it was very difficult to have a degree of balance that will satisfy consumer demand as well as the desired degree of profitability. The distribution process is fairly simple through the entire industry. Firstly, managers must determine the volume of cars that really must be on inventory each day. Just because a very noticeable problem arises when way too many or not enough cars are available, most rental car companies including Hertz, Enterprise and Avis, use a "pool” the band of independent rental facilities that share a fleet of vehicles. Basically, together with the pools set up, rental locations operate more efficiently because they prevent low inventory or else eliminate car hire shortages.
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