What is the group philosophy for setting leisure rates compared to the competition?

The group philosophy for setting leisure rates compared to the competition focuses on positioning the rates at one dollar below the competitive offerings. This strategy is designed to attract more leisure customers by making Enterprise Rental Car an attractive option without compromising the brand's perceived value. By pricing slightly lower than competitors, it encourages customers to choose Enterprise for their rental needs, boosting market share and driving volume.

This pricing tactic aligns with a common business strategy where the goal is to create a competitive advantage through price. Customers are often influenced by pricing, and a small difference can sway their decision in favor of the more affordable option. Additionally, this approach can effectively position the company in the minds of price-sensitive consumers.

In contrast, equal pricing, pricing above the competition, or solely basing prices on customer feedback does not align with the objective of gaining a competitive edge through attractive pricing. Equal pricing would not distinguish Enterprise from the competition, while pricing higher could push potential customers towards other options. Basing rates purely on customer feedback may not consistently ensure competitive pricing, as customer perceptions can vary widely and can be subjective rather than market-driven.