最后要修改的261REPORT汇总.docVIP

Table of Context Executive summary.................................................................................... 2 Introduction................................................................................................ 3 Content Production Differentiation.....................................................................4 Activity-based Cost................................................................................5 Market-research approach......................................................................7 Market segments and Off-season pricing...............................................10 Recommendation..........................................................................................12 Conclusion.................................................................................................... 13 Reference.......................................................................................................14 Executive summary The report aims to help the CEO of King George Hotel ( KGH ) know the cost to set prices and improve the profits of Hotel. The production differentiation strategy should used in KGH. Activity-based costing can help CEO manage costs. Compare with other competitors which have the similar location and standard, KGH set the target price according to the market based pricing approach. Market segments make KGH find the core of development. KGH can pricing the hotel rooms depend on the different seasons and special events. Introduction King George Hotel (KGH) is a four-star Hotel in Hobart. The hotel have the five main parts which include hotel rooms, convention rooms, restaurants, on-property recreation, shops and services. The hotel was purchased by a business syndicate. A new CEO was appointed. Although KGH have a good location and some attractive facilities, in recent years, the performance of hotel decreased. On the other hand, the hotel als