Hertz Strategic Planning

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Executive summary Hertz is the largest international airport and general location Car Rental Company, with around 8,500 corporate and licensee branches in more than 150 countries in the 5 continents. Hertz is the airport market leader car rental brand in the United States market and is represented in 119 main airports in Europe. Furthermore, Hertz has sales and marketing centres in 60 countries which promote their business both locally and internationally. In addition to a very large product and service portfolio such as Hertz Gold Choice, Hertz number 1 Club Gold, NeverLost which is their customised satellite navigation systems, Satellite Radio, they also offer unique range of cars and SUVs categorised under the Adrenaline, Prestige and Green Traveller collections which gives them strong product differentiation competitive advantage. Hertz annual report (2011) In 2008, Hertz has started to diversify its activities by launching various projects known now a days as Hertz on Demand™; renting cars on hourly basis, HERC who provides rental equipment and sells equipment to small entrepreneurs as well as big industrial firms, Hertz Rent To Buy who rents cars to individuals allowing them to test drive the car before buying it, Hertz van Rental and finally Hertz Cinema equipment rental to name some. Hertz has also meanwhile on an international basis acquired Donlen Corporation, Advantage, Dollar Thrifty to expand their business scope, market share and geographic presence thus also reducing some direct and indirect competition and reducing costs due to economies of scale and economies of scope. Hertz annual report (2011) In This Strategic plan we will first have a glance at Hertz Vision and mission Statement, their set of Values and meaning and also Hertz actual strategies. We will then see how they implement their strategies and then proceed to the internal and

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