United States Instrument Rental (USIR) Case Analysis United States Instrument Rental ("USIR")'s biggest problem is that it doesn't understand its customers, resulting in a lack of perceived differentiation. with its competitors and an overall low rate of use of equipment rental among its target audience. Two main obstacles facing USIR are the lack of intelligence regarding the motivation that drives the decisions of companies of different sizes and of each person involved in the purchasing center, and a seemingly narrow overall knowledge of the concept of leasing among its customers. In the short term, USIR's intermediate 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 its sales faster than the market. An approach focused on customer intimacy through customer segmentation offers USIR the most attractive prospects because it allows the company to better understand the motivations and behaviors of its customers, offers the opportunity to develop effective methods to expand awareness of the equipment rental concept and leverages some of the previous investments that can differentiate USIR from its competitors.