External communication strategies underpin how a business connects with stakeholders outside of the organisation. These messages influence external stakeholder’s opinions about a brand and its products or services. Enterprise’s external communication strategies are focused on its customers, potential customers, potential recruits and local communities.
Enterprise’s customer base can be divided into business-to-business (B2B) and business-to-consumer (B2C) customers. B2B customers require rental vehicles for employees whereas B2C customers have individual vehicle hire needs. Enterprise uses a different communication strategy for B2C (communication with retail customers) compared to B2B customers (communication with other businesses).
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