Case Analysis of Instrument Rental in the United States (USIR) The most significant problem with Instrument Rental in the United States ("USIR") is that it does not understands its customers, resulting in a lack of perceived differentiation with its competitors and an overall low rate of equipment rental usage among its target audience. Two major obstacles USIR faces are a lack of intelligence regarding the motivation driving the decisions of companies of different sizes and each person involved in the purchasing center, and a seemingly narrow general awareness of the rental concept among its customers. In the short term, USIR's interim marketing goals should be to focus on retaining current customers and expanding their use of equipment rental services. In the long term, USIR's ultimate goal should be to maintain its current leading position in terms of market share and continue to grow sales faster than the market. An approach focused on customer intimacy through customer segmentation offers the USIR the most interesting perspectives because it allows the company to better understand the motivations and behaviors of its customers, offers the opportunity to develop effective methods to broaden awareness of the concept of equipment rental and leverages some of the early investments that can differentiate USIR from its competitors.