Market segmentation strategies and occupancy performance of 4 and 5 star hotels in Klang Valley / Noor Azmi Ahmad

Yield Management (YM) has been described as a method that can help an organization to sell the right inventory, to the right customer, at the right time for the right price (Kimes, 2002). Application of YM strategies involves the company to practice market segmentation strategies; In Malaysia the ef...

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Main Author:	Ahmad, Noor Azmi
Format:	Thesis
Language:	English
Published:	2010
Subjects:	Branding (Marketing)
Online Access:	https://ir.uitm.edu.my/id/eprint/20894/1/TM_NOOR%20AZMI%20AHMAD%20HM%2010_5.pdf
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id	my-uitm-ir.20894
record_format	uketd_dc
spelling	my-uitm-ir.208942018-07-30T01:00:08Z Market segmentation strategies and occupancy performance of 4 and 5 star hotels in Klang Valley / Noor Azmi Ahmad 2010 Ahmad, Noor Azmi Branding (Marketing) Hospitality industry. Hotels, clubs, restaurants, etc. Food service Yield Management (YM) has been described as a method that can help an organization to sell the right inventory, to the right customer, at the right time for the right price (Kimes, 2002). Application of YM strategies involves the company to practice market segmentation strategies; In Malaysia the effect of the application of segmentation strategies on hotel’s revenue management performance is unknown. To illustrate the effect of market segmentation strategy on revenue management performance the measurement used will be revenue per available room (RevPAR) analysis, differs from traditional lodging-market analysis in that it arrives at an estimate of annual room revenue (ARR) by considering average daily rate (ADR) and occupancy levels together rather than treating the two elements separately. This paper seeks to conceptualize the relationship of application of market segmentation strategy and revenue management performance by four (4) and five (5) star hotels in Klang Vallley. Research outcomes will show a positive relationship between hotel that practise market segmentation strategies and revenue management performance. It will also show the segmentation strategies hotel practise to attract most contributing market. For the conclusion, Hotel that practice effective market segmentation will have higher performance compared to other hotel. 2010 Thesis https://ir.uitm.edu.my/id/eprint/20894/ https://ir.uitm.edu.my/id/eprint/20894/1/TM_NOOR%20AZMI%20AHMAD%20HM%2010_5.pdf text en public masters Universiti Teknologi MARA Faculty of Hotel and Tourism Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Branding (Marketing) Branding (Marketing)
spellingShingle	Branding (Marketing) Branding (Marketing) Ahmad, Noor Azmi Market segmentation strategies and occupancy performance of 4 and 5 star hotels in Klang Valley / Noor Azmi Ahmad
description	Yield Management (YM) has been described as a method that can help an organization to sell the right inventory, to the right customer, at the right time for the right price (Kimes, 2002). Application of YM strategies involves the company to practice market segmentation strategies; In Malaysia the effect of the application of segmentation strategies on hotel’s revenue management performance is unknown. To illustrate the effect of market segmentation strategy on revenue management performance the measurement used will be revenue per available room (RevPAR) analysis, differs from traditional lodging-market analysis in that it arrives at an estimate of annual room revenue (ARR) by considering average daily rate (ADR) and occupancy levels together rather than treating the two elements separately. This paper seeks to conceptualize the relationship of application of market segmentation strategy and revenue management performance by four (4) and five (5) star hotels in Klang Vallley. Research outcomes will show a positive relationship between hotel that practise market segmentation strategies and revenue management performance. It will also show the segmentation strategies hotel practise to attract most contributing market. For the conclusion, Hotel that practice effective market segmentation will have higher performance compared to other hotel.
format	Thesis
qualification_level	Master's degree
author	Ahmad, Noor Azmi
author_facet	Ahmad, Noor Azmi
author_sort	Ahmad, Noor Azmi
title	Market segmentation strategies and occupancy performance of 4 and 5 star hotels in Klang Valley / Noor Azmi Ahmad
title_short	Market segmentation strategies and occupancy performance of 4 and 5 star hotels in Klang Valley / Noor Azmi Ahmad
title_full	Market segmentation strategies and occupancy performance of 4 and 5 star hotels in Klang Valley / Noor Azmi Ahmad
title_fullStr	Market segmentation strategies and occupancy performance of 4 and 5 star hotels in Klang Valley / Noor Azmi Ahmad
title_full_unstemmed	Market segmentation strategies and occupancy performance of 4 and 5 star hotels in Klang Valley / Noor Azmi Ahmad
title_sort	market segmentation strategies and occupancy performance of 4 and 5 star hotels in klang valley / noor azmi ahmad
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Hotel and Tourism Management
publishDate	2010
url	https://ir.uitm.edu.my/id/eprint/20894/1/TM_NOOR%20AZMI%20AHMAD%20HM%2010_5.pdf
_version_	1783733736700903424

Market segmentation strategies and occupancy performance of 4 and 5 star hotels in Klang Valley / Noor Azmi Ahmad

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