13125001

13125007

13125009

13125033

Weather Patterns

Calender Seasons

Holiday Seasons

Global Economy

Local Events

Marketing Campaigns

Efficient Capacity Utelization Varying needs of varying Segments

Difficult to maintain customer expectations

Unfoccused approach

Recommendation: Should Accept the WICB Offer

Clientele

Pros ConsHuge Marketing Expenditure to attract different

segmentsIncrease Revenue

Chetas Sinha

Antriksh Sareen

Seasonal Factor

Economy Factor

ACCRA Beach Resort

MBA 635

Case Solution

Abha Patankar

Anchit Walia

Ankesh Khunteta

Pranshu Gupta

Factors leading to variation

0

20

40

60

80

100

120

140

160

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Seasonality

2 Years Ago

1 Year Ago

Peak Season Calender Season

Holiday Season

Market Segments being Served

Need Based Segmentation

• Vacationers

• Individual Vacationers

• Family with children

• Honeymoon Couples

• Business

• Individual Business Purpose

• Sports Team

• Business Conference Participants

Geographic Segmentation

• Local

• Regional

• European & American

Key Considerations

Key Considerations Financial Impact

Marketing Impact

Impact on Guests

Operational Efficiency

Capacity Utilization

•Will they lose or make money

•How valuable is the publicity

•Impact on experiences of vacationers & business people

Impact on relations with the loyal guests

•Workload on Frontline Staff

•Matching the varying customer expectations

•Ability to operate at capacity

Stop

Rooms 122 130 Breakfast Dinner Margin 30%

J Suites 13 205 6.956522 21.73913

Penthouse 6 331.25 80% 30%

141 25% 10%

Rooms Req 48 + 2= 50 Date

Rooms

Sold ADRR Rev

Rooms

Left New Rev. Add. Cost Net

Tariff 130 24-Apr 141 129 18700.28 0 17681.47 20 -1038.81

Rev 120.9302 25-Apr 138 120 17060.4 3 16862.47 20 -217.932

Net Rev. 116.0607 26-Apr 135 128 17769.52 6 17590.47 20 -199.054

Rooms Left 91 27-Apr 134 135 18575.9 7 18227.47 20 -368.428

28-Apr 123 133 16805.01 18 18045.47 20 1220.459

29-Apr 128 124 16336.14 13 17226.47 20 870.329

30-Apr 141 119 17290.28 0 16771.47 20 -538.81

1-May 141 124 17995.28 0 17226.47 20 -788.81

2-May 141 121 17572.28 0 16953.47 20 -638.81

3-May 139 122 17462.03 2 17044.47 20 -437.558

4-May 112 118 13622.12 29 16680.47 20 3038.346

5-May 78 126 10110.83 63 17408.47 20 7277.633

6-May 95 130 12694.48 46 17772.47 20 5057.99

7-May 113 138 16003.75 28 18500.47 20 2476.72

0

27-May 99 131 13327.98 42 17863.47 20 4515.486

28-May 114 132 15461.37 27 17954.47 20 2473.094

29-May 114 136 15917.37 27 18318.47 20 2381.094

30-May 125 136 17453.26 16 18318.47 20 845.2073

0

17-Jun 124 125 15949.63 17 17317.47 20 1347.833

18-Jun 119 122 14949.5 22 17044.47 20 2074.964

19-Jun 112 126 14518.12 29 17408.47 20 2870.346

20-Jun 119 111 13640.5 22 16043.47 20 2382.964

21-Jun 125 110 14203.26 16 15952.47 20 1729.207

22-Jun 116 105 12600.63 25 15497.47 20 2876.842

23-Jun 130 106 14251.39 11 15588.47 20 1317.077

24-Jun 141 101 14752.28 0 15133.47 20 361.1899

25-Jun 141 110 16021.28 0 15952.47 20 -88.8101

26-Jun 125 115 14828.26 16 16407.47 20 1559.207

Net Gain/loss 42358.97

Rev = Rooms Sold * (ADRR + (Rev. from Breakfast * % consumers + Rev. from Dinner * % consumers) * Contribution Margin)

Net Rev./room for WICB = (Tariff offered/(1+VAT)) - Cost of breakfast

Cost of breakfast = (1-Contribution Margin) * Rev. from Breakfast

Revenue = Bill/(1+VAT)

Includes huge Marketing & Brand building benefits also.