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) Hospitality industry. Hotels, clubs, restaurants, etc. Food service
Online Access:	http://ir.uitm.edu.my/id/eprint/20894/ http://ir.uitm.edu.my/id/eprint/20894/1/TM_NOOR%20AZMI%20AHMAD%20HM%2010_5.pdf

id	uitm-20894
recordtype	eprints
spelling	uitm-208942018-07-30T01:00:08Z http://ir.uitm.edu.my/id/eprint/20894/ Market segmentation strategies and occupancy performance of 4 and 5 star hotels in Klang Valley / Noor Azmi Ahmad 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 NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/20894/1/TM_NOOR%20AZMI%20AHMAD%20HM%2010_5.pdf Ahmad, Noor Azmi (2010) Market segmentation strategies and occupancy performance of 4 and 5 star hotels in Klang Valley / Noor Azmi Ahmad. Masters thesis, Universiti Teknologi MARA.
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Branding (Marketing) Hospitality industry. Hotels, clubs, restaurants, etc. Food service
spellingShingle	Branding (Marketing) Hospitality industry. Hotels, clubs, restaurants, etc. Food service 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
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
publishDate	2010
url	http://ir.uitm.edu.my/id/eprint/20894/ http://ir.uitm.edu.my/id/eprint/20894/1/TM_NOOR%20AZMI%20AHMAD%20HM%2010_5.pdf
first_indexed	2023-09-18T23:05:25Z
last_indexed	2023-09-18T23:05:25Z
_version_	1777418450767970304

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

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