五笔在线练习,过膝靴控吧,翟天灵
产品需求分析
酒店行业是一个常青产业。行业从业者的原则问题之一是根据需求来进行供应管理。对于酒店领域每一个组织来说，在竞争激烈的氛围中理解客户需求的影响因素对其竞争优势是至关重要的。
需求
市场需求是在给定的一段时间内，消费者在一个特定的价格愿意并且能够购买的产品的总量。需求这个词表示了产品在每一个价格的有效需求数量。找出每个价格的产品需求是很重要的，可以根据供应的可用性决定产品在一个特定时间的价格。酒店行业的公司使用定价策略法来平衡供给和需求的关系。尤其是那些平价航空公司如易捷航空和瑞安航空，如果他们有足够席位空缺，那么他们会通过降低机票价格来增加需求并填满这些席位。
影响需求的因素
产品价格:法律规定,当一个产品的价格增加并且其他因素保持不变的情况下，产品的需求将会减少，反之亦然。
价格=需求的数量
Analysis Of Product Demand
The hospitality industry has been an evergreen industry. One of the principle concerns for the industry practitioners is the management of the supply according to the demand. Understanding the factors affecting customer demand in a competitive atmosphere is crucial for the competitive advantage for each and every organization in the hospitality field.
The Demand
Market demand is the total amount of product that consumers are willing and able to purchase at a particular price over a given period of time. The word demand denotes the effective demand quantity of product at each and every price. It is important find out the demand of the product at each price to decide the price of a product according to the availability of supply at a particular time. In hospitality industry the firms use the pricing strategy to balance the demand and supply. Especially the low budget airlines like Easy jet and Ryan air if they got plenty seats vacant to fill they reduce the ticket price to increase the demand and fill up those seats.
Factors affecting demand
Price of a product:- The law states that when a price of a product increases and other factors remain the same, there will be a contraction in demand of product and vice versa.
Price = Quantity of demand Or Price = Quantity of demand
C02NF01
Movement along the curve
In the case of hotel industry according to the theory of demand, when all other factors are stable price of the hotel rooms are inversely proposed to the quantity of demand and it will result a movement along demand curve as in shown in the graph. For example the restaurant managers reduce the price of the less demand wine to make an expansion in demand of that particular wine until finish those stocks.
Price of other product
The demand of a product can be affected by the change in price of other product which can be divided in two one is substitute product and other one is complementary product. The price increase for a substitute product will result in increasing demand of a particular product. For example the increase in price of overseas holiday will lead to a growth in domestic tourism (Allan et al, 2007). But in the case of complimentary product increase in price of a complimentary product will decrease the demand of that product. Increased price of international air fare resulted in a decreased demand in overseas tourist in Australia in 2007 (Allan et al, 2007).
House hold Income
Increase in income will have a positive reaction on demand of regular goods and services but for inferior goods will have a reverse proportion in demand. Normally hospitality product and services will come under regular goods so increase in income will increase the demand.
Taste of consumers
The demand of a product is depend on customer taste as well. In the case of pub industry in UK demand for the pub is getting lower every year mainly because of the difference in taste of consumers which resulted in a big decrease in demand. According to the survey of British pub-goers found that 27% of the nation never visits a pub and 20 pubs are forced to close each month because of declining in consumers (BBC News).
DWINDLING DRINKERS
27% of the UK never visit pubs
20% of 18-24 year olds never visit pubs
41% of 55+ year olds never visit pubs
c01nf002b
“Demand curve will shift towards right when demand increases and shift towards left when demand decreases if there is a change in condition of demand”. Apart from price of a product change in condition like price of other product, change national income or taste of the customer can make a big difference in the demand of a product.
Advertising
The increase in advertisement expense especially in tourism industry and It is going to increase the demand of those product and service. A multi million campaign ‘Incredible India’ started by ministry of tourism in India has been highly successful advert in overseas and showed a dramatic increase in foreign tourist to India. The advertisement has started in 2002 within two years the actual arrival gone up 25% and it has won the World travel award in 2009 for being the best campaign of the year (Times of India, 2009).
Change in technology
The innovative technology created a dramatic change in the market demand in hospitality and its going to be the competitive advantage for any organization. Most of the leading hotels are competing each other by introducing the new technology in to their organization to increase the demand. For example the leading budget hotel Premier inn announced the launch of new smart phone application to book, to check and manage their booking on the move through smart phones (premier inn press release, 2011).
Weather
Especially in hotel industry the demand will increase or decrease according to the weather. Extreme weather always affects the demand and the demand in the hotels are more in the summer time than winter but the London Heathrow hotels cash up the freezing weather in December due to close down of airport (caterersearch, 2010).
Events
Big events are normally a demand generator for tourism industry. For example the Olympics in 2012 is going to generate a big demand for the accommodation in London and UK is going to stage the rugby world cup in 2015.
Elasticity of demand
Elasticity is the concept in economics that measures the responsiveness of a variable to change in another variable and elasticity of demand is the reaction of quantity of demand to change in other variables. It is important to evaluate the value of elasticity demand, its sign (negative or positive) and size (>1 or <1) and asses how useful it is for the business or limitations of using this figures in the business.
Price elasticity of demand
It is the change quantity of demand of a product in response to the change in price for the product.
% change in quantity of product
PED=
% change in price of the product
The PED always will be a negative value and the negative sign will ignore while assessing the value. In general the PED value will be grater in low income countries. The elasticity of demand can be identified according to the value of PED as shown below.
Numerical value
Demand
Description
0
Perfectly in elastic
Price change does not change quantity of demand.
>0<
Relatively inelastic
Slight changes in demand according to the price change.
1
Unit elastic
A unit change in price result in a unit change in demand.
>1<?
Relatively elastic
A change in price leads to a larger change in demand.
Infinity
Perfectly elastic
Even a small change in price will lead to a large demand in quantity.
For example Macdonald Alveston manor (Startford upon Avon); the restaurant used do 40 to 50 covers a night by charging ￡21 for regular three course menu. But the new manager reduced the price to ￡17 per person for the same menu and it was reasonable comparing to the other restaurant in the town. This price change increased the demand by 25 to 30 cover more every night means the PED is high for the time being. |
