Raise Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: RAISE PRICE WITH NO CHANGE IN PERFORMANCE AND COST
CHOICE 2 ISOLATE SEGMENTS: CUSTOMER SEGMENTS MAKING HIGHER THAN AVERAGE USE OF CAPACITY
CHOICE 3 COMPONENT: ELIMINATE FORMS OF DISCOUNT
| No. | SIC | Year | Notes |
| 1 | 3711 | 1993 | Big Three auto makers raised their prices to daily rental companies as much as 30% for the 1993 model, and by a similar amount for the 1994 model year. |
| 2 | 4512 | 2002 | AMR corporation, American Airlines cut business fares by 43% in several of its markets and raised leisure fares at the same time. The fares are still higher than discount carrier fares but the gap has been narrowed considerably. |
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