Southwest Airlines Company Case Analysis Analysize southwest airlines company by amit j. shah and michael l. monahan by analysis strategies. The analysis s

Southwest Airlines Company Case Analysis Analysize southwest airlines company by amit j. shah and michael l. monahan by analysis strategies. The analysis strategy method is below. The attached are analysis and the article, please emphasis on the ? data and chart? !!!!!!!! Thank you so much!!!!!!!! 1. Under which demand condition would you maintain your BAR rate at competitive levels?
A. Low demand.
B. High demand.
C. Maintain your BAR rate at competitive levels AT ALL TIMES
D. You should always lower your BAR rate in periods of low demand to stimulate demand.
2. Under what demand conditions would you consider implementing an advanced purchase fence
on a discounted rate offer?
A. Low Demand
B. High Demand
C. You should do this during both low and high demand periods.
D. You should never do this. It discourages booking of this rate.
3. Under what demand conditions would you lower your Group ceiling?
A. Low Demand
B. High Demand
C. Your Group Ceiling should be the same on every day.
D. You should never do this. It discourages your group sales managers from booking business.
4. Under what demand conditions would you open Qualified Discount transient rates?
A. Low Demand. QD rates are generally your “least” discounted of the discounted rates.
B. High Demand. You are contractually obligated to offer QD rates at all times.
C. You should do this during both low and high demand periods.
TASK
2
D. You should never do this. Qualified Discount rates discriminate against certain guests and is
illegal.
5. Under what demand conditions would you remove inventory from Opaque Channels?
A. Low Demand
B. High Demand
C. You should maintain inventory in Opaque Channels during both low and high demand
periods.
D. You should never sell rooms in Opaque Channels because no one knows you are there.
6. A. Low Demand
B. High Demand
C. You should do this if you have high demand on one night and want to maximize the value
of prior adjacent nights.
D. You should never do this. It does not let people stay at your hotel when they want to.
7. Under what demand conditions would you consider implementing a Minimum Length of Stay
(MLOS) booking constraint?
A. Low Demand. You want to force everyone to stay longer because you don’t have any
demand.
B. High Demand on a given night, and you want to maximize the value of the adjacent nights.
C. You should do this during both low and high demand periods.
D. You should never do this. It discourages booking.
TASK
8.
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Under
what
demand
conditions
would you consider
implementing
a Groupon Discounted Rate?
A. Low Demand. You want to capture every opportunity, and as long as the Groupon rate is
greater than your variable cost for the room – you will make money.
B. High Demand on a given night, and you want to have people try your hotel.
C. You should do this during both low and high demand periods.
D. You should never do this. Groupon is for cheapskates.
9. Under what demand conditions would you consider creating a Limited Time Offer (LTO) to
market to your brand’s frequecy program and “brand.com” site visitors.
A. Low Demand
B. High Demand
C. You should do this during both low and high demand periods.
D. You should never do this. Limited Time Offers are not effective
10. Describe “unconstrained demand” and what information you would use to attempt to measure
it.
11. A. Yes. You can do this when/if demand patterns warrant it.
B. No. None could meet both booking conditions so you would notsell any rooms.
C. No. It is illegal to discriminate against guests based on when they want to stay.
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D. Yes. It would allow more guests to book than if you had only one of the booking constraints
enabled.
12. Hotels may decide to disclose booking constraints to guests attempting to book or not to
disclose the constraints. If you were making that decision, would you disclose (and why) or
would you not disclose (and why)?
QUESTION 1
Is this hotel performing better on Occupancy Index or ADR Index?
Occupancy
ADR
The hotel is performing equally on both metrics.
You cannot tell from the information on the report.
5 points
QUESTION 2
What is the cost per occupied room for this hotel?
A. $121
B. $174
C. $25
D. You cannot determine this based on the information in the report.
5 points
QUESTION 3
TASK
What is the difference (in the description – not the values) of REVPAR and TREVPAR?
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5 points
QUESTION 4
In which segment did this hotel sell the most room nights in January?
A. Premium
B. Bar-Standard
C. Package
D. Guaranteed
E. Qualified
F. Contract
G. Tour
5 points
QUESTION 5
There are seven 250 room hotels (including yours) in this competitive set.
Calculate the fair share of availability – show your calculation.
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5 points
QUESTION 6
Based on market share, which 3 segments appear to be performing the best for this hotel?
5
TASK
6
A. Premium, Bar-Standard, and Package.
B. Tour, Contract and Qualified.
C. Package, Guaranteed, and Tour.
D. Bar-Standard, Contract, and Tour
E. You cannot answer this question from the information in the report.
5 points
QUESTION 7
If you could shift capture from the lowest producing segment to a higher producing segment,
which segment would you reduce and which segment would you target to grow? Please explain
your rationale.
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5 points
QUESTION 8
How would you try to move market share from one segment into another segment?
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5 points
QUESTION 9
Which Channel has the highest percentage transaction cost?
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TASK
7
5 points
QUESTION 10
Which segment achieved the highest market penetration index? What may be one reason for this
performance?
A. Transient
B. Discounted
C. Group
D. You cannot answer this question from the information on the report
5 points

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