09 Jun HOW WOULD YOU CHARACTERIZE ELASTICITY OF DEMAND IN THIS MARKET OVERALL?
inor Project 2
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Universal Rental Car Pricing Simulation
Minor Project 2 draws on the content knowledge gained from Periods 1-3.
Assignment
Write a report of no more than 2,000 words (not including tables and other appendixes) explaining your strategy, results, and observations from the special scenario of Universal Rental Car Pricing Simulation assigned for Minor Project 2. Design and format of the report are your choice. When quoting from or crediting references, use the Harvard style. This means that there will not be footnotes, and that citations/references are “worked into” the regular text. Please see a copy of the Harvard Business Review in the Regent Library databases for examples.
Content
The report should start with an overview of your strategy (its goals and any changes during the scenario), your results (did they meet expectations?), and an explanation of how your strategy, market conditions, and competitor behavior led to those results. The body of the report should answer/discuss the following questions and topics:
•Weekday vs. weekend demand. How did they differ? What are they a proxy for? How did their price responsiveness differ and why? How did you use this information in your pricing decisions?
•Cost structure. Describe the economics of this business. In what ways did you use the break even calculator? How did the cost structure affect your pricing decisions?
•Competitive price moves. What did you think the competition was doing? What kind of competitor were you up against? How intelligent was the competitor? On what do you base that assessment?
•General market conditions. Did you observe any patterns in overall market demand over the duration of the game? Explain. How would you characterize elasticity of demand in this market overall? Was it a good year or a bad year to be managing this business? Why?
Note that this project is graded using the Major Project Rubric (Not QEP). Note that we are using the Major Project Rubric for both Minor and Major Projects. Please click on the underlined ‘Minor Project 2’ heading above and then look at the rubric so that you know how the project will be evaluated.
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