Beck taxi cab is a leading broker of Toronto. In May 2009, the Chief Executive Officer (CEO) wonders whether the company can change the radio charge for a limited period of the summer, usually the Lenten season for the cab trade. The fee paid by drivers for dispatching service connecting them to customers in waiting, has not been increased in more than ten years. This is reason enough to go for a straight upward revision on a regular basis. The Director General also considering the introduction of a variable component in the price - a novelty in the cab trade. There are several forces at stake in trade and any decision taxi Beck as the market leader, will shake it. The status quo is therefore an option in its own right for the CEO. Case provides the background against which the Director will make a call on the pricing of services Beck. "Hide
by Srinivas Krishnamurti, Ramasastry Chandrasekhar Source: Richard Ivey School of Business Foundation 7 pages. Publication Date: August 10, 2009. Prod. #: 909M58-PDF-ENG
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