The report deals with Tasmanian Motor Rental (TMR), which is a proprietary firm in the car rental industry and it is considering whether to enter the discount retail car market in Tasmania. It has been found that TMR has considered all relevant costs for entering into the discount car rental market in Tasmamia. The techniques used for analysing the proposed project include payback period and net present value based on which it has been found that the project is favourable for the organisation. However, if the sales revenue falls by 10%, there would be considerable amount of loss. Hence, the management needs to take into account the other non-financial aspects before undertaking the project.