The use of information technology resources enables Hertz to facilitate its consumers through an efficient and sound online booking and reservation system. The business operations are expanded in more than 145 nations and there were nearly 9500 locations during 2009 - 2010. Nevertheless, USA, Australian and developed European economies are considered as its core markets unlike Asia and Africa. (Internet: Hertz.com)
Hertz Car Rental focuses heavily on brand recognition, awareness, brand equity, customer satisfaction and loyalty. The company is in a transformation process as it has been paying special attention to update internal structure and to meet contemporary business requirements and challenges. New company logo, employee uniforms and induction of technologically advanced fuel-efficient vehicles in fleets are all the steps towards differentiation and positioning to obtain clear and distinctive image in the minds of customers (Hein, 2009).
As far as other businesses of company are concerned, it has Equipment, Truck and Van rental and Car Sales units because of its business development strategy. The rental businesses deal directly with end-users; however, the Car Sales division is responsible to resale all used vehicles from company’s existing fleet of automobiles so that the old ones could be replaced by new ones. Safety, quality and reliability are the core principles of Hertz and the strategic planners never compromise upon these values for short-term monetary gains. Some of the major departments in the corporation are Finance, Sales, Process Improvement and Project Management, Marketing, HRM, Information Technology and Vehicle Maintenance. The top management is determined to facilitate internal communication and collaboration among employees, because information sharing is viewed as the actual asset in today’s workplace. The organization could not be called as absolutely complex in nature; however, complexity is observed at Hertz