Hertz By: Daraine/Michelle/darryle


Current Financial/Market Situation

  • Poor Forecasting leads to a decrease in market shares and equity value
  • Depreciation
  • Uber taking away business at airports

Major Competitors

  • Enterprise
  • National
  • Avis
  • Budget

Key Consumer Segments

  • Travelers(Business/Family)
  • Car buyers
  • Contractors
  • Loaner Cars
  • Entertainment

Primary Products & Services

  • Sales/Rentals
  • Insurance
  • Shuttles
  • Entertainment/Equipment
  • Moving


Intermediaries and SC Partners

  • Various Airline Partners
  • Amtrak Guest Rewards
  • IHG Rewards Club and Marriott Rewards Program
  • Luxe
  • Various Service Partners
  • Spot Hero

Major Features Of The Supply Chain

  • The Lighthouse Project (2009)

- The Lighthouse Project is a program developed by Hertz Car Rental in 2009 that looks for ways to continually improve and streamline their car rental process from the vantage point of the customers

Major Features

  • How many cars to own/deploy


-Fleet Utilization


Major Features

  • Advanced Purchasing
  • Intrapool/Interpool Transfer of Cars
  • Segmented Product Offers

Major Features

  • Decentralized Inventory
  • Demand Forecast
  • Overbooking

Potential Problems

  • Safety Recall Risk of Manufacturers
  • Railcar Shortages
  • Upfitters Experiencing Challenges
  • Quality Holds

Recommendations For Improvements


  • Better Forecasting
  • Recalls: Keep the customer informed at each step(Transparency)
  • Direct Communication
  • Make contingency plans


Daraine Jr. Designs

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