Details

Case

Educator Copy

Pearl Continental Hotel - Lahore: Pricing Policy

Zehra Saeed Mahoon, Wasim Azhar


INDUSTRY : Hotels

AREA : Marketing

ORGANIZATION : Pearl Continental Lahore

LENGTH : 20

LUMS No : 04-949-91-1

PUBLICATION YEAR : 1991

DESCRIPTION

KEYWORDS:

Pearl Continental,Hotel,Hotel Industry,Lahore,Pricing Policy,Marketing,Discrimination,Discount Structures,Pricing Decisions


DESCRIPTION:

The case focuses on the pricing strategy of a hotel. It allows the necessary analysis of the impact of changes in pricing on the hotel's bottomline and provides an understanding of issues relating to price discrimination, discount structures and short and long-term pricing decisions.


LEARNING OBJECTIVES:

1) Become aware of the importance of pricing strategy in the overall marketing and corporate strategy of a hotel - a service. 2) Consider a host of factors that influence pricing decisions. 3) Conduct necessary economic analysis to study the impact of changes in pricing on the hotel's bottom line. 4) Understand pricing policies for a perishible service - a room night not availed is lost forever. 5) Understand issues relating to price discrimination, discount structures and short- and lont- term pricing decisions. 6) Look at the relationship between pricing and other elements of the marketing mix product line, advertising and promotion, customer segmentation, positioning of the hotel, etc.


SUBJECTS COVERED:

Marketing