Question: As you read in the case, car utilization was much lower than Zipcar$$s estimation and

the daily rate would have to go up by $20\%$ in order to break even. Given this information, what

should Zipcar do about its pricing?

Please respond to this question by preparing a one$-$page memo with the following subheadings:

$$ Introduction

$$ Background

$$ Recommendation

$$ Basis for Recommendation

$$ Assumptions and Risks

$$ Next Steps $($if applicable$)$

Additional Guidelines:

$$ One$-$inch margins on all sides

$12-$point Times font

$$ Single$-$space within paragraphs

$$ Double$-$space between paragraphs

$$ Please remember to write your name.

$$ As much as possible, please try to keep the memo length to one page