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My School Bus

Peter C. Bell ; Sherry-Anne Bedminster ; Robert Onianwah

Reference: IVEY-9B13E016-E
Year: 2012
Number of pages: 4
Geographic Setting: Canada
Publication Date: Aug 21, 2013
Fecha de edición: Aug 21, 2013
Source: Ivey Business School (Canada)
Type of Document: Case
Industry Setting: Educational Services;

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Description

A small-scale school bus company was founded five years ago to facilitate the home-to-school transportation of high school and middle school students who were enrolled in specialized programs. The company was owned by a husband-and-wife team who worked full time to arrange private bus transportation to four schools within their neighbourhood school district. The company was operating below break-even, and the owners wondered how they might increase ridership or revenues.

Learning Objective

The case describes a “one price for all” private school-bus company that is struggling to become profitable. One possible revenue-enhancing solution is to segment the market and set different prices for each market segment. The case provides the data to investigate this revenue-management approach by building a price-optimization model and determining the revenue impact of variable pricing.

Keywords

canada optimization Pricing Revenue Management