Company Overview: Hertz Rental Car

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Hertz Rental Car Executive Summary The Hertz Corporation, a subsidiary of Hertz Global Holdings, Inc. (NYSE: HTZ), is the world's largest airport general use car rental brand, operating from approximately 8,650 locations in 150 countries worldwide. The mission at Hertz is to be a global leader in mobility and equipment solutions. To continue to follow the organizational mission, it was identified that the company must quickly evolve to industry pressures. These pressures include developing a new model that is referred to as car sharing and has proven successful in certain markets around the world. Hertz could quickly position itself to be a leader in this developing industry. Furthermore, Hertz should also quickly embrace sustainable technologies and electric vehicle infrastructure to ensure it stays ahead of demand as consumers become more aware of environmental concerns. Contents Executive Summary 2 Introduction 4 Situational Analysis 6 Segmentation Targeting & Positioning (STP) 7 SWOT 9 Strengths 9 Weaknesses 9 Opportunities 9 Threats 9 SMART Analysis 10 Recommended Marketing Strategies 12 Conclusion 12 Introduction The Hertz Corporation, a subsidiary of Hertz Global Holdings, Inc. (NYSE: HTZ), is the world's largest airport general use car rental brand, operating from approximately 8,650 locations in 150 countries worldwide. Hertz also operates one of the world's largest equipment rental businesses, Hertz Equipment Rental Corporation,

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