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÷ield Management
° A set of strategies used in the service industry
to 2 2  from operations.

° | | 
 of ÷ield Management

° The   
  

° To the   
 2

° At the    2

° For the    

÷  

° Gistory:
- Late 1970¶s: ÿ       

- Late 1980¶s: Gotel Industry

° -oal of ÷ield Management:


-  2       2 

-  2    




° rften used with the  


22  
|haracteristics of ÷ield
Management
° Perishable Inventory
° Relatively Fixed |apacity
° Gigh Fixed |osts, Low Variable |osts
° Advance Reservations
° Time Variable Demand
° Appropriate |ost and Pricing Structure
° Segmentable Markets
÷ield Management
° Perishable |ommodity

- Airplane Seats

- Gotel Rooms

- Rental |ars

- |ruise Ship |abins


÷ield Management Strategies
As demand exceeds supply Increase Rates to Maximize Profits

As supply exceeds demand Decrease Rates to Maximize rccupancy


÷ield Management Threshold |urve
Ñ
Reservation
Ñ
Threshold |urve

 Ñ
 ÑÑ
 Ñ
 Ñ

 Ñ
Ñ
Ñ
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 Ñ
÷ield Statistic
actual rooms revenue
÷ield =
potential rooms revenue
`  2   
 

 is the percentage of income that could be secured if 100%


of available rooms were sold at  
 
÷ield Exercise
Gotel AB| has 500 rooms available, it sells 200
rooms at $85 with a rack rate of $100.

‡ What¶s the yield of Gotel AB|

actual rooms revenue


÷ield =
potential rooms revenue
(Every room sold at full rack rate)
rccupancy versus ÷ield

number of rooms occupied


rccupancy Rate ]
number of rooms available

actual rooms revenue


÷ield =
potential rooms revenue
(Every room sold at full rack rate)
rccupancy versus ÷ield
‡ Gotel AB| has 500 rooms available, it
sells 275 rooms at $80 and 125 rooms
at $120 rack rate. What is the
occupancy rate What is the yield

‡ Gotel X÷ also has 500 rooms available,


it sells 125 rooms at $80 and 275 rooms
at $120 rack rate. What is the
occupancy rate What is the yield
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