slide 1 revenue management appendix 10a revenue management is the problem of the disappearing...
TRANSCRIPT
Slide 1
Revenue Management Appendix 10A
• Revenue Management is the problem of the disappearing inventory.
• Managers must be flexible to change their predicted sales by market segment as information arrives.
• Airlines price discriminates between business and non-business travelers. If too few business travelers have booked tickets compared to the amount expected, then more non-business tickets should be released.
2005 South-Western Publishing
Slide 2
• Managers may authorize reservation clerks to sell more seats ( or more rooms) than are available.
• The greater the overbooking, the lower are the costs of spoilage.
• Spoilage is an inventory NOT sold. If capacity is large, an airline or hotel will have high spoilage.
• The greater the overbooking, the greater are the costs of spillage, making customers unhappy by finding that they have no seat or reservation.
Slide 3
Spillage & Spoilage With Random Demand
• Figure 14A.1 on page 639
• Demand shifts between low and high
• At each price, there is a chance for unsold capacity known as spoilage if QLow occurs.
• Or disappointed customers who can’t be satisfied known as spillage if QHigh occurs.
Mean Demand
High DemandLowDemand
P
Customer demand distributions at each price
QLow QMean QHigh
Spoilage Spillage
Slide 4
Spillage• Spillage is the excess demand that cannot be met. • If the service industry has low capacity, the spillage
will be great• Customers leave the hotel or airline unable to get a
room or an airplane seat.• How do airlines handle times when they have
overbooked a flight and everyone shows up?» Does it make sense that they ask for volunteers to wait for a
later plane?
» Does it make sense for them to give free tickets to those who are bumped?
Slide 5
Cross-Functional Revenue Management
• The optimal plan will require pricing, marketing, demand forecasting, and capital budgeting – all cross-functional thinking
• The issue at the center is which orders to accept and refuse?
• A larger capacity reduces spillage, but increases spoilage
• A lower price reduces spoilage but increases spillage
Order Acceptance & Refusal
Process
Capacity Planning
Account Management
CustomersPricing Demand estimation& forecasting
Scheduling
Figure 14A.2 page 641
Slide 6
Optimal Overbooking• Spillage and spoilage costs go in
opposite directions, the sum of these costs has a minimum with the optimal amount of overbooking.
• Since business travelers tend to a large extent to be repeat customers, the cost of spillage (oversells) may be very high.
• The optimal amount of overbooking for this market segment may well be lower than for non-business clients.
100% 110% 120% ...
Percent Overbooked
Spoilage
Spillage
TotalCost
optimal
Figure 14.7