Marketing: Pricing Simulation

Universal Rental Car



$150 / seat

Simulation Overview

The Universal Rental Car Pricing simulation teaches the principles of pricing and capacity management. Students analyze the economic, seasonal, and competitive forces of the rental car market and develop a pricing strategy to maximize the cumulative profit for the firm.

The Story

As the district manager for the Florida region of Universal Rental Car, you can adjust your prices and car fleet size in Tampa, Orlando, and Miami as you respond to changing customer demand and competition. Over twelve simulated months, you analyze price sensitivity between leisure and business travelers and consider strategies that maximize rentals across weekdays and weekends in each city.

Learning Focus

  • Explore the dynamics of consumer response to price changes across customer segments and geographic markets
  • Understand the roles of fixed costs and variable costs in pricing decisions
  • Understand the role of pricing in managing inventory

Topics Covered

  • Pricing
  • Capacity Management
  • Marketing
  • Demand Elasticity

See How the Simulation is Played

This simulation comes with a Teaching Guidebook for the facilitator along with 1:1 training sessions, free trials, videos and more.


This simulation is by John T. Gourville, Thomas T. Nagle, John Hogan, Harvard Business School Publishing, and Forio

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