Recommendations

Enterprise is one of the leading names in the auto lending industry, but even they have some flaws that could be fixed. Utilizing ARMS more efficiently can help Enterprise have more of a competitive edge its leading competitor Hertz. 

Enterprise could also boost its customer service department through ARMS by adding additional employees who are trained with ARMS procedures in their branches to speed up the process of lending out cars. There are several times when there are too many customers at one branch of Enterprise, but not enough employees that are knowledgeable with ARMS. By adding more employees there will be less complaints about waiting too long to be serviced. Enterprise's customer service has great ratings and reviews, but fewer lines and faster service would give them an upper edge on their competitors. 
 Also, Hertz seems to have used differentiation within the market by using a lower price than Enterprise.  Enterprise has more of a luxury setting to their product which Hertz doesn't have but lowering the price may change people's minds or make them think second about just choosing the lower price brand.  Enterprise also offers a navigational system with every rented car, but the cost of it is an extra $20 a day on top of the rental fee. Once customers hear that it's another $20 they say, "I'll just use my smartphone for that price”. By lowering the price of the navigation system they would be able to sale a lot more to customers.

In addition, Enterprise Rent-A-Car also has multiple contracts with companies such, as BMW, Chevrolet, Chrysler, Subaru, and Volkswagen. These companies distribute cars to Raritan Enterprise, but not enough.  It is extremely common for Raritan Enterprise to run out of cars on their parking lot and then are unable to rent to customers. Enterprise should get new contracts with these dealerships, which makes them dropped off more cars to the Raritan fleet. By doing this, they are able to service more customers and keep everyone happy.

The final recommendation is that Enterprise should start to deliver cars to more than just corporate workers homes using ARMS. There are many instances when customers call and ask if they can have a car dropped off at their home, but Enterprise doesn't allow it. That's one of the reasons why their slogan is, "we will pick you up". By taking car's to more than just corporate customers, they will start to evolve ARMS and even more in the rental car industry and have an even higher edge on competition.