This assignment discusses revenue management and pricing strategies in the hospitality industry, with a focus on the financial performance of Blue City Heritage Hotel. It explores different types of pricing strategies and their impact on market position and profitability. The assignment also analyzes the cash flow and performance metrics of the hotel.
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REVENUE MANAGEMENT FOR HOSPITALITY
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TABLE OF CONTENTS Introduction......................................................................................................................................1 Overview of the Hotel.................................................................................................................1 Pricing strategy evaluation..............................................................................................................1 Financial performance.....................................................................................................................3 Conclusion.......................................................................................................................................4 REREFENCES................................................................................................................................6
products or services that are demanded by the customers. Another pricing strategy which is adopted by Blue City Heritage Hotel is penetration pricing strategy. This pricing strategy is used by hotel to offer products or services like guest rooms, standard rooms, restaurant services, bar facilities and many more to the customer in which higher quality of rooms is maintained and is offered to the customers at lower price i.e. price at which these services are affordable to the customers. Blue City Heritage Hotel has different types of and different segment of the customers and these two pricing strategies have been adopted by the customers as per their customer segment. Adoption of these two pricing strategies helps them attract a greater number of customers and increase their overall profitability. These strategies also help them to gain competitive advantage and sustain within this competitive market. Pricing strategies adopted by the hotel never changes however, rate or prices of the products or services that are being offered by to the customers does vary as per the demand of the products and services and on/ off seasons as well. However, variation is price of premium products or services is quite less but in off season slight variation in these services does occur. But in on and off season there is drastic variation is other standard products and services. In on season when demand of all the products is higher no discount is offered to the customers. Standard products and services are offered to the customers is same prices without any kind of discounts. But in off season same products and services are offered to customers at lower price then usual and lower than the competitors. In this season’s customers are provided with various kinds of discounts, offers, coupons, additional services and many more which helps Blue City Heritage Hotel to attract a greater number of customers and increase their overall profitability. According to the data available on hotel’s website in on season demand of their products is quite high due to which availability of the products is lower because of which prices of all of their products and services is quite high at this time. Even in on season their prices vary a bit i.e. during week days prices of guest rooms, standard rooms premium rooms and other services are high but till a certain limit but during on season weekend rime or holiday time prices of same products and services are at their peak. In fact, during festival season or at the time of celebration it is difficulty to get booking within the hotel as demand of its products and services are extremely high. But during the peak season it becomes difficult to manage availability of their products, services and resources that are required in order to provide excellent services to their 2
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customers. At this time, it is one of the main responsibility of the hotel to make all of their resources, additional products and services available to the customers in order to enhance their customer satisfaction. Blue City Heritage Hotel make sure that all of their prices and products or services that are made available to the customers can satisfy their needs, requirements and desires in an appropriate manner so that their satisfaction level is high and their can provide excellent reviews to the hotel even after high prices of their products and services. For this they focus on maintaining supply of their products, services and resources as per the needs and demand of the customers. This further helps them to maintain their brand image and brand value in front of the customers. Financial performance Financial performance of an organization is one of the most important factors which is required to be focused on and worked on by the organizations(Tambuwun, Worang and Pandowo, 2019). For hotel industry their financial performance is one of the main factors which should be focused and which helps in deciding whether the hotel is performing well or not. Financial performance of Blue City Heritage Hotel has been excellent as compared to their performance in past 5 years. In past five years their gross profit and net revenue has increased drastically. As year by year their financial performance has enhanced their cost of goods has also increased. Every year on the basis of their financial performance they renew their prices of their products and services on the basis of demand of their services and products. In order to enhance their net profit it is important for them to focus and evaluate their last year financial performance. As per the revenue history of Blue City Heritage Hotel from 2011 to 2019, every year there is variation in revenue of the hotel. If revenue at the ending of 2019 is compared to 2018 then there was increase in revenue by 3.50 percent as compared to last year revenue. Other than this if price comparison of products and services is done then there has been an increase of 5.40 percent as compared to last year prices of their products and services. In past two years their national rank has moved up by 3 positions. But as year by year their net revenue and net income has increased but however in first quarter of 2020 their overall financial performance has decreased drastically. The global recession and decreasing disposable income of their customers due to rescission has affected their business in many ways. If their financial performance of last year is compared then their financial performance has decreased by at least 40 percent. 3
According to a report in which financial performance of Blue City Heritage Hotel, their market position was compared by their competitors it was founded that pricing strategies adopted by them helps them in increasing their market position and enhance their financial performance as well. It was observed that financial performance during off seasons was much better then expected which helps in explaining that the penetration pricing strategy adopted by them does help them to attract more customers, gain competitive advantage and enhance their overall market position. This strategy has helped them to increase their profit percentage by 4 percent as compared to 2018. However, it was observed that every year Blue City Heritage Hotel needs to bring changes within their products or services or in other words they need to renovate their hotel in order to attract a greater number of customers. Every year at least 10 percent of their revenue expenditure is done on renovating the hotel in order to maintain high quality of their products and services ad attract a greater number of customers. Additional service provided by the hotel such as restaurant services, travelling services, event services that are provided by the hotel also contributes in enhancing their overall revenue. Cash Flowfor year 1 and year 2 4
Analysing the cash flows of the company it could be interpreted that the Blue City Heritage hotel will be having required cash flow to run its operations. In the first year it will be earning revenues from rental and other revenues amounting to around $324,613 on cash and the collection from receivables will be around $1,213,390 from the previous rentals. The revenues are high and also the cash received from collection will be enough for making the term payments of the business. On the other during the same year it will be utilising the collection for making the payment and meeting the other business expenses. Payment of $755082 will be related to the wages and salary of the employees, inventory purchases will amount to $310,000 which are mainly related to the food and beverage and other necessities of the hotel. Operating expenses around $500205 will be incurred and interest on capital loan will be paid amounting to $162161. Other expenses are not major, but payments are required to be made yearly. Financial payment will involve principal payment of capital loan amounting to $135417. Expenses of the hotel are more than the cash collection and due to this it will out of the cash. It is required to frame primarily the strategies to improve the liquidity position of company. negative cash will affect the growth aspects and slow down the operating effectiveness of the hotel. In year 2 after adopting the strategies it will be returning to the positive status as compared with previous year. It had positive cash balance of $200000 at the end of January in year 2. Revenues and business operations Year 1 Year 2 5
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Analysis of the performance of business in year 1 and year 2. Performance of then hotel in year is much better than in year 2. In months prior to September in year it earned a profits of 20% that declined to 15.42% in month after September in year. profit of the company continued to decline till year 2. Performance of the hotel remained on a declining even after adopting new strategies and operational decision for improving the performance of business. Profits during the year 2 was 3.85 % that some of the new steps for reducing the costs helped it to increase the profits for business to 8.98%c after September. This shows that it is capable of managing and framing effective strategies to cover the gap occurring in its performance. Profits are th most essential part of the business and all the strategies and operation of the business are framed towards maximising the profits of hotel and reducing the cost and maintaining the quality of its products and services. 6
Performance metrics Year 2 Scorecard Till year 2 company will achieve market share of room around 18.6%. Gross operating profit of the company will be around 31.45% during the year. high gross profit will have enough left with the company to carry out its further operations. Return over equity of company is 0.17% for month and in aggregate to 3.19% however this will have to be increased. Return over capital reduced to 4.63% from 5.03% in year 1. ROCE reflects the efficiency of the company in managing its resources for generating return over its resources. Assessing the guest satisfaction it could be seen that satisfaction level has increased in year 2. This will helps in bring further revenues and also develop loyalty in thy existing customers of the hotel. Staffing engagement has also increased from the last year which shows that the hotel is performing well in the market as well as improving the staff engagement. 7
Financial Indicators Liquidity position of hotel in year 2 is strengthened from previous year. It is having current ratio of 9.74 that is very high and also the quick ratio is high. Hotel can make short term investments for increasing the value of its money instead of blocking them in company. Company is having very low financial as compared with other competitors in the company. It is having interest charges regarding the capital loan. Liquidity and financial position of the company is strong and has to maintain its strategies for having sustainable growth and achieving success. Market Indices Year 2 Market Indexes is the graphical presentation of the performance metrics discusses above. 8
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Competitor analysis Markets share of the Blue city heritage is 14% in the year that is below average rate from the competitors. RevPar of the Blue city was in comparison with the competitors in year 1 also. Blue city is having considerable revenues of $1,588,936that are high as compared with other competitors. Paradise Bay resort is having net profits above Blue city. However the pricing and other operational strategies of the company in year 2 increased the market share of the Blue City it raised from 14% to 16% in the year 2 due to quality services and products provided. This however decreased the profits levels of Blue City due to high cost of quality goods and services. Overall market share of the Blue ciry has increased that will help the company to gain competitive advantage over others. 9
Blue City Heritage hotel’s pricing strategies against its direct competitors. Year 1 Year 2 The pricing strategy of Blue City heritage is penetration prices. In year it provided its product and services at low cost and low quality for gaining the market share. Low prices helped 10
it to build new customer base as people do not take risks in new hotels with high prices. Low price cuts down the margin due to some quality compromises are required to be made. It could be seen that many of the competitors in year were providing low quality and high prices of their services. Constant penetration strategy of the Blue city helped to gain increased market share that rose its profit margins. Moving on to year 2 it started providing quality products and services with slight increase in prices that were not provided by its competitors. People started moving towards Blue City and other started losing their loyal customers. This led the competitors to increase their quality and reduce the prices of their offerings and services. Blue City has built brand image in the market and it should maintain the share by providing quality products in initial years keeping its profit margins to low. It is succeeding successfully giving tough competition to other hotels of the place. Market Penetration Year 1 Year 2 The graph shows how Blue City Heritage achieved success in the two years through market penetration. Conclusion From the above assignment it has been summarized that pricing strategies adopted by a hotel affects their profitability, customer satisfaction in many different ways. Pricing strategy adopted by Blue City Heritage Hotel plays a vital role in success or failure of their hotel 11
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business. It has been analysed that in past five years their business has grown and pricing strategy adopted by them has also helps them in attracting a greater number of customers and enhance their customer satisfaction level. Blue City Heritage Hotel have always focused on fulfilling their customers needs, requirements and desires which helps them to increase their customer’s satisfaction level and also helps them to maintain their brand image and reputation. It has also been analysed that Blue City Heritage Hotel does bring changes within their products or services prices according to their competitors’ prices which helps them to attract a greater number of guest or customers. But from the above financial performance it has been observed that chance in market demand or reduction in customers disposable income affects overall profitability and net income of the hotel. In order to overcome this it is suggested that Hotel should focus on bringing changes within their pricing strategy in order to overall this situation. 12