Therefore, the main issue in this case is to develop an automotive model for daily decision making of Sally. She wanted a quantitative model that would help her to decide where to sell and what price to charge for her burgers in each city, that are London, Waterloo, Toronto and Hamilton. Sally was not pondering that whether any sort of statistical analysis and analytics of the data would help her to maximize her revenues and optimize the profitability. The fresh ingredient prices also differed with respect to each of the city and so did the travel costs, as the distance in kilometres was different for each city. The business had been profitable for the entire year and she had maximized her revenues by charging different prices per burger and driving to the various cities. She had started the business in the year 2013 and it was now November 2014. Sally Fry, who is the owner of the Hamilton, Ontario based food truck, had just completed her first year of operations of her business. What is the issue or core problem in the case?
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