accomplished managers take into account the potential revenues to be gained and cost implications of the business model to be adopted. The results obtained from the evaluation illustrates whether or not a business is financially feasible. More often than not

business models take into account the opportunity cost during the decision making process (Hinterhuber and Liozu 2014). Opportunity costs refers to the alternative benefits that may be realized when a manager of a business capitalizes the on the best alternatives available. In the four markets where URC operates the average price charged for renting a car during the weekday is higher as compared to during the weekends. Such a difference in price is attributable to the fact that the management of the firm noticed differences in demand between weekends and weekdays. In terms of pricing