This thesis deals with the theory of yield management as an effective method of achieving business goals, presenting its application on a particular accommodation facility. As a result of analyzing the existing yield management techniques used in the facility, further solutions are proposed to increase its revenue by means of using yield management techniques of differential pricing, overbooking and demand segmentation.

Problem: In bid to stay competitive in the industry, SMEs have to apply several  formal marketing techniques which will help them edge past their competitors regardless of the many operational challenges they are facing. Moreover, through the first questionnaire the authors realized that if the case company could appreciate the use of marketing techniques in the market, it would gain more market share hence realizing organic growth. However this entirely depends on the leadership and management teams which also have to be innovative in the market place which will eventually create value for the customers who tend to be loyal and as such purchase the service or product repeatedly. In addition, the management and leadership teams should seek cultural integration and talent which will enable the SMEs to achieve their vision hence survival in the business. Purpose: The issue under investigation during this research will be “the effect of differential pricing and promotion on the growth of SMEs which offer standardized services.” This research will add to the existing knowledge relevant to the SMEs in line with the marketing activities and growth. In addition, this research will help Snowhite Dry Cleaners in particular, to achieve growth if the managerial implications are put into consideration as highlighted in this thesis. For the authors, this thesis is a pre-requisite to the award of a masters‟ degree in marketing with a major in business administration once successfully completed. Method: An inductive approach has been used through out this thesis while we adopted a case study design. In order to fulfill the purpose of this thesis, three unstructured questionnaires were sent to the director of operations of the case company. Theories: The theoretical areas  that were used in this thesis consisted of theories regarding; Competitive strategy,  Pricing of services,  Promotion of services,  Services marketing management, Business growth, Marketing management etc Conclusions: The authors came to a conclusion that promotion strategies induce trial of product or service hence organic growth in the long-run. They also impact on customer choice of product or service and service provider which leads to increased demand hence organic growth. As well, value-adding promotions for services increase the demand and market share arising from less competitor activity due to fear of adverse price wars. In addition, promotions increase perceived customer value which results into repeated purchases of a product or service hence organic growth. However, value-increasing promotions are recommended for product firms otherwise they will have a negative impact on sales save for objectives like margin reduction or tarnishing the competitors‟ image. Notably, if value adding promotions are run for a long time, they risk becoming obsolete to the customers who seek value on a daily basis. In addition, differential pricing has no effect on sales growth for a service firms which offer standardized services  like laundry but rather, it is likely to have a positive impact on firms which sell tangible products as a primary objective and treating the services offered as peripheral.

<p><strong>Problem: </strong>In bid to stay competitive in the industry, SMEs have to apply several  formal marketing techniques which will help them edge past their competitors regardless of the many operational challenges they are facing. Moreover, through the first questionnaire the authors realized that if the case company could appreciate the use of marketing techniques in the market, it would gain more market share hence realizing organic growth. However this entirely depends on the leadership and management teams which also have to be innovative in the market place which will eventually create value for the customers who tend to be loyal and as such purchase the service or product repeatedly. In addition, the management and leadership teams should seek cultural integration and talent which will enable the SMEs to achieve their vision hence survival in the business.</p><p><strong>Purpose: </strong>The issue under investigation during this research will be “the effect of differential pricing and promotion on the growth of SMEs which offer standardized services.” This research will add to the existing knowledge relevant to the SMEs in line with the marketing activities and growth. In addition, this research will help Snowhite Dry Cleaners in particular, to achieve growth if the managerial implications are put into consideration as highlighted in this thesis. For the authors, this thesis is a pre-requisite to the award of a masters‟ degree in marketing with a major in business administration once successfully completed.</p><p><strong>Method:</strong> An inductive approach has been used through out this thesis while we adopted a case study design. In order to fulfill the purpose of this thesis, three unstructured questionnaires were sent to the director of operations of the case company.</p><p><strong>Theories: </strong>The theoretical areas  that were used in this thesis consisted of theories regarding; Competitive strategy,  Pricing of services,  Promotion of services,  Services marketing management, Business growth, Marketing management etc</p><p><strong>Conclusions: </strong>The authors came to a conclusion that promotion strategies induce trial of product or service hence organic growth in the long-run. They also impact on customer choice of product or service and service provider which leads to increased demand hence organic growth. As well, value-adding promotions for services increase the demand and market share arising from less competitor activity due to fear of adverse price wars. In addition, promotions increase perceived customer value which results into repeated purchases of a product or service hence organic growth. However, value-increasing promotions are recommended for product firms otherwise they will have a negative impact on sales save for objectives like margin reduction or tarnishing the competitors‟ image. Notably, if value adding promotions are run for a long time, they risk becoming obsolete to the customers who seek value on a daily basis. In addition, differential pricing has no effect on sales growth for a service firms which offer standardized services  like laundry but rather, it is likely to have a positive impact on firms which sell tangible products as a primary objective and treating the services offered as peripheral.</p>

Shipment Consolidation (SCL) is a logistics strategy that combines two or more orders or shipments so that a larger quantity can be dispatched on the same vehicle to the same market region. This dissertation aims to emphasize the importance and substantial cost saving opportunities that come with SCL in a logistics supply chain, by offering new models or by improving on the current body of literature. Our research revolves around "three main axes" in SCL: Single-Item Shipment Consolidation (SISCL), Multi-Item Shipment Consolidation (MISCL), and Pricing and Shipment Consolidation. We investigate those topics by employing various Operations Research concepts or techniques such as renewal theory, dynamic optimization, and simulation. In SISCL, we focus on analytical models, when the orders arrive randomly. First, we examine the conditions under which an SCL program enables positive savings. Then, in addition to the current SCL policies used in practice and studied in the literature, i.e. Quantity-Policy (Q-P), Time-Policy (T-P) and Hybrid Policy (H-P), we introduce a new one that we call the Controlled Dispatch Policy (CD-P). Moreover, we provide a cost-based comparison of those policies. We show that the Q-P yields the lowest cost per order amongst the others, yet with the highest randomness in dispatch times. On the other hand, we also show that, between the service-level dependent policies (i.e. the CD-P, H-P and T-P), H-P provides the lowest cost per order, while CD-P turns out to be more flexible and responsive to dispatch times, again with a lower cost than the T-P. In MISCL, we construct dispatch decision rules. We employ a myopic analysis, and show that it is optimal, when costs and the order-arrival processes are dependent on the type of items. In a dynamic setting, we apply the concept of time-varying probability to integrate the dispatching and load planning decisions. For the most common dispatch objectives such as cost per order, cost per unit time or cost per unit weight, we use simulation and observe that the variabilities in both cost and the optimal consolidation cycle are smaller for the objective of cost per unit weight. Finally on our third axis, we study the joint optimization of pricing and time-based SCL policy. We do this for a price- and time-sensitive logistics market, both for common carriage (transport by a public, for-hire trucking company) and private carriage (employing one's own fleet of trucks). The main motivation for introducing pricing in SCL decisions stems from the fact that transportation is a service, and naturally demand is affected by price. Suitable pricing decisions may influence the order-arrival rates, enabling extra savings. Those savings emanate from two sources: Scale economies (in private carriage) or discount economies (in common carriage) that come with SCL, and additional revenue generated by employing an appropriate pricing scheme. Throughout the dissertation, we offer numerical examples and as many managerial insights as possible. Suggestions for future research are offered.

Shipment Consolidation (SCL) is a logistics strategy that combines two or more orders or shipments so that a larger quantity can be dispatched on the same vehicle to the same market region. This dissertation aims to emphasize the importance and substantial cost saving opportunities that come with SCL in a logistics supply chain, by offering new models or by improving on the current body of literature. Our research revolves around "three main axes" in SCL: Single-Item Shipment Consolidation (SISCL), Multi-Item Shipment Consolidation (MISCL), and Pricing and Shipment Consolidation. We investigate those topics by employing various Operations Research concepts or techniques such as renewal theory, dynamic optimization, and simulation. In SISCL, we focus on analytical models, when the orders arrive randomly. First, we examine the conditions under which an SCL program enables positive savings. Then, in addition to the current SCL policies used in practice and studied in the literature, i.e. Quantity-Policy (Q-P), Time-Policy (T-P) and Hybrid Policy (H-P), we introduce a new one that we call the Controlled Dispatch Policy (CD-P). Moreover, we provide a cost-based comparison of those policies. We show that the Q-P yields the lowest cost per order amongst the others, yet with the highest randomness in dispatch times. On the other hand, we also show that, between the service-level dependent policies (i.e. the CD-P, H-P and T-P), H-P provides the lowest cost per order, while CD-P turns out to be more flexible and responsive to dispatch times, again with a lower cost than the T-P. In MISCL, we construct dispatch decision rules. We employ a myopic analysis, and show that it is optimal, when costs and the order-arrival processes are dependent on the type of items. In a dynamic setting, we apply the concept of time-varying probability to integrate the dispatching and load planning decisions. For the most common dispatch objectives such as cost per order, cost per unit time or cost per unit weight, we use simulation and observe that the variabilities in both cost and the optimal consolidation cycle are smaller for the objective of cost per unit weight. Finally on our third axis, we study the joint optimization of pricing and time-based SCL policy. We do this for a price- and time-sensitive logistics market, both for common carriage (transport by a public, for-hire trucking company) and private carriage (employing one's own fleet of trucks). The main motivation for introducing pricing in SCL decisions stems from the fact that transportation is a service, and naturally demand is affected by price. Suitable pricing decisions may influence the order-arrival rates, enabling extra savings. Those savings emanate from two sources: Scale economies (in private carriage) or discount economies (in common carriage) that come with SCL, and additional revenue generated by employing an appropriate pricing scheme. Throughout the dissertation, we offer numerical examples and as many managerial insights as possible. Suggestions for future research are offered.

Revenue Management (RM) is the practice of managing perishable assets by control-ling their availability and/or prices with an objective to maximize the total revenue. Seat inventory allocation falls in the purview of quantity-based RM. The liberalization of the aviation sector and the subsequent entrance of the low-cost carriers saw an ever-increasing customer base for the airline industry. Given the large number of buyers, firms were free to decide the price at which they would sell tickets. The low-cost carriers started to follow a third degree price discrimination and segmentation of the market, charging a higher price to the market with a relatively inelastic demand. Although a lot of work has been done in the area of seat inventory allocation under a monopolistic market scenario, we realized that not a lot of work had been done in a competitive market scenario. This thesis considers the problem of seat inventory allocation and pricing in a duopoly where each of the competing airlines have two fare-classes. We consider the possibility that the same fare-class may be priced differently by the two competing airlines and allow for the over flow of passengers between the airlines in the same fare-class. In the first part of our work, we develop a non-linear mathematical model for setting the booking limits for one of the two competing air-lines such that the revenue earned is maximized. We consider over flow of passengers from one airline to another in the same fare-class in response to a price differential and compare the results obtained from our model with the standard Expected Marginal Seat Revenue (EMSR) model under a monopolistic scenario. The results show that our model gives higher revenues than that obtained from the EMSR model. In the second part of our work, we consider a non-cooperative game between two competing airlines with price cutting as the strategy to increase their demand. Through numerical computations, we identify the pure strategy Nash equilibrium. From the results, we conclude that Nash equilibrium is achieved only when both the airlines follow the same pricing strategy indicating that individual price cutting will not be beneficial. This also indicates that unless the competitors enter into a cooperative coalition with each other, they would not benefit from deep discount offers. In the third and final part, we prove theoretically the existence of pure strategy Nash equilibrium in a two airline, two fare-class problem with price sensitive over flow of customers in the same fare-class that was computationally analysed earlier. The strategy / strategies at which Nash equilibrium is achieved are identified. We show that Nash equilibrium is only achieved when both the airlines price identically. Hence, our thesis concludes that differential pricing does not hold any significance for the competing airlines from an operational perspective.