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Pricing and
Revenue
Management in a
Supply Chain
PowerPoint presentation to accompany
Chopra and Meindl Supply Chain Management, 5e
Copyright ©2013 Pearson Education, Inc. publishing as Prentice Hall.
16-1
1-1
Learning Objectives
1. Understand the role of revenue
management in a supply chain
2. Identify conditions under which
revenue management tactics can be
effective
3. Describe trade-offs that must be
considered when making revenue
management decisions
Figure 16-1
Figure 16-2
å( A – B p ) £ Qi i i
i=1
Ai – Bi pi ³ 0 for i = 1,...,k
10,000 10
Optimal price p = + = $88.33
2 ´ 60 2
d1 = 5,000 – 20 ´ 88.33 = 3,233.40
d2 = 5,000 – 40 ´ 88.33 = 1,466.80
(
Total profit = 88.3310 ´ 3,233.40 +1,466.80 = $368,166.67 ) ( )
Copyright ©2013 Pearson Education, Inc. publishing as Prentice Hall. 16-10
Pricing to Multiple Segments
( )(
Max p1 – 10 5,000 – 20 p1 + p2 – 10 5,000 – 40 p2 ) ( )( )
Subject to
(5,000 – 20 p ) ,(5,000 – 40 p ) ³ 0
1 2
Figure 16-3
( )
RH C H = Prob(demand from higher-price segment > C H ) ´ pH
Prob(demand from higher-price segment > C H ) = pL / pH
( )
C H = F –1 1– pL / pH , DH ,s H = NORMINV 1– pL / pH , DH ,s H ( )
(
C A = NORMINV 1– pB / pA , DA,s A )
= NORMINV (1– 2.00 / 3.50,3,000,1,000)
= 2,820 cubic feet
å( A – B p ) £ Q
i i i
i=1
Ai – Bi pi ³ 0 for i = 1,...,k
( )
Maxp1 300 – p1 + p2 300 – 1.3 p2 + p3 300 – 1.8 p3( ) ( )
Subject to
Figure 16-4
Figure 16-5
( ) (
Maxp1 300 – p1 + p2 300 – 1.3 p2 + p3 300 – 1.8 p3 – 100Q ) ( )
Subject to
Figure 16-6
Cw 10
s* = = = 0.667
Cw + Cs 10 + 5
(
O* = NORMINV s*, mc ,s c = NORMINV 0.667,800,400 = 973 ) ( )
(
O = NORMINV 0.667,0.15, 5000 + O ,0.075 5000 + O ( ) ( ))
O* = 1,115
cS – c B
Optimal value p* =
cS
(
Q* = F –1 p*, m,s = NORMINV p*, m,s) ( )
cS – cB 12,500 – 10,000
p* = = = 0.2
cS 12,500
(
Q* = NORMINV p*, m,s = NORMINV 0.2,10,4 = 6.63 ) ( )