tailieunhanh - Hospitality management accounting phần 5

Chương này giới thiệu các phương pháp định giá khác nhau đã được sử dụng trong ngành công nghiệp khách sạn và các điểm ra sự cần thiết cho các phương pháp định giá hiện tại, chiến thuật, và tầm xa | THE BOTTOM-UP APPROACH TO PRICING INTRODUCTION This chapter introduces various pricing methods that have been used in the hospitality industry and points out the need for current tactical and long-range pricing methods. In this chapter we discuss in detail the concept of considering net income after tax as a cost in the process of determining product-selling prices. Using net income after tax as a cost is illustrated for a restaurant operation by way of forecasting the average check that will cover all the operation s costs including net income after tax. The illustration continues by showing how an average check per meal period is determined. This chapter also introduces the subject of pricing individual menu items and the possible difficulties that may be encountered. The relationship that exists between the sales mix the average check and gross margin is discussed as well as the topics of seat turnover and integrated pricing. Menu engineering using a technique of menu analysis that focuses on the contribution margin gross margin of each menu item combined with its popularity which is measured by customer demand is discussed. The chapter continues with a discussion of the use of net income after tax as a cost for a rooms operation. The same techniques used to determine the required average check in a restaurant operation would apply to calculating the required average room rate for a hotel or motel operation. We also look at the approach used to convert an overall average room rate into an average single and double room rate. A different method of determining average room rates based on the square footage of each type of room is shown. The relationship between room rates and room occupancy is also discussed. Room-rate discounting and the use of an equation to calculate the 240 CHAPTER 6 THE BOTTOM-UP APPROACH TO PRICING equivalent occupancy necessary to maintain total revenue less marginal costs constant if the rack rate is discounted is illustrated. We look at .