业绩管理Performance Management.docx

1、业绩管理Performance Management1. Romance of Venetia Railways1.1 Features of Rome, Venice and MilanRome is capital of Italy and the most famous historic city. It is the birthplace of the ancient Roman Empire; the Renaissance is one of the artistic treasure houses. Venice is named as “city of water”. Ther

2、e are many beautiful, romantic destinations. Its small, traffic-free streets along the winding canals make for great walking. Youll find many magnificent churches and places, lively squares, and exquisite shops. Venice is located in a lagoon in the Adriatic Sea and is built on islands linked by more

3、 than 400 bridges.All transportation is by boat or on foot.Venice becomes even more enchanting during Carnival.Carnival is an annual celebration before Lent, a 40-day period of fasting that precedes Easter.Milan is a beautiful, modern city that combines the best of Italys yesterday and today. Its th

4、e countrys business, design, fashion and music capital, as well as rich in art, history and culture. Milan also has the nations most important design schools, world-class music conservatories, the top companies and financial institutions, and Italys leading Stock Exchange. The most important convent

5、ions and trade fairs in Southern Europe are held at Milans Fiera trade fair center. 1.2 The reason we choose VeniceWe choose the railway line from Rome to Venice, the reasons are as follows:Firstly, Venice earns a great deal of its income from the tourist trade. At the same time, it is an important

6、coastal port that attracts visitors who are leaving or going to Italy by ship. Milan is regarded as the second biggest city of Italy, Milan is famous for fashion and soccer matches. Accordingly, the city receives a large amount of foreigners who choose airplanes or Automobiles as the major transport

7、ation tools. Comparatively, the trains attract fewer passengers.Secondly, in Venice, there is only an airport named Venice Marco Polo Airport, which is 13 kilometers away from the city centre. It is not convenient for tourists that they need to change transportation tools for further visiting. Besid

8、e, Motor vehicle is forbidden in the downtown district of Venice. People who drive by themselves will have to pay for a high parking fee. There is a strong likelihood that tourists to Venice will select taking trains. Thirdly, Rome and Venice are both popular resorts in Italy, and there is a strong

9、traction between them. That is to say, there is a great possibility that a tourist who is visiting Rome will make Venice as a stage of the trip. Fourthly, the transportation of Milan is very complex, because there are have three airports and eight railway stations, we will be confronted with fierce

10、competition, if this line was chosen.2. The factors of the price determination2.1 CostDuring the execution of a project, procedures for project control and record keeping become indispensable tools to managers in the construction process. Proper budgeting and cost control are vital ingredients of a

11、successful project. When a project is insufficiently funded, the quality of the work and the speed of the project will suffer. 2.2 CompetitionThere is a train station on the northwestern edge of the city. The bus terminal and parking garages are nearby. Venice has a small airport, the Marco Polo air

12、port, which is 13 kilometers away from the city centre. We will development of cheaper fares and quality servicesto attract customers.2.3 WeatherSince its near the sea, Venice has moderate weather although there can be rain nearly year-round. Summers are humid and winters can be foggy and wet. To av

13、oid the large crowds, spring and fall are the best seasons to visit. 2.4 MarketsDue to our consumers factors into the market, the new train in the consumers mind without a basic impression, and the consumer will prefer those familiar in the market has long existed in the train for our company, so ou

14、r pricing should not be too expensive, must not exceed the train tickets already exists.2.5 GovernmentThe fixed cost of all infrastructures for the railway tracks and other physical facilitated (e.g. station excluding train carriage) will be borne by the government. The Government has on principle a

15、greed to offer the mail service contract to Carlvillas Limited with an annual contract value of six hundred thousands Euro if the proposed line to Venezia is viable. The income derived from the mail service contract will be used to defray part of the operating costs of the railway service.3. Cost an

16、d Expense 3.1 Fixed Cost Railroad infrastructure：The fixed cost of all infrastructures for the railway tracks and other physical facilities will be borne by the Government. Maintenance expenses: To ensure the normal operation of the train every year, we base on market research to cast 691,200as main

17、tenance expenses. Fixed selling and administrative costs: As a new company, we should enlarge our market, so we cast 1,382,400 as selling and administrative expenses per year. Fuel Consumption: Consumption of diesel about 4,320per day Fixed wages: EmployeesNumberWageTotalTrain operator and technicia

18、n4 3,000 12,000Train ticket conductor2 1,500 3,000Tongue waiter6 1,200 7,200Train cleaner2 1,000 2,000 24,400Total Monthly: 24,400We divided every fixed cost into each seat.Maintenance expenses: 691200/(30083012) =0.8 Fixed selling and administrative costs: 1382400/(30083012) =1.6Fuel Consumption: 4

19、320/ (3008) =1.8Fixed wages: 24400/ (300830) =0.33.2 Variable Cost ()MonthVariable AdvertisingVariable Administrative expenseVariable Selling expensesVariable Miscellaneous expensesTotal198,14865,43449,07432,717245,3732104,60469,73652,30234,868261,5103105,89570,59652,94735,298264,7364126,54484,36363

20、,27242,181316,3605136,86991,24668,43445,623342,1726103,31468,87651,65734,438258,2857107,18571,45753,59335,729267,9648150,600100,40075,30050,200376,5009150,600100,40075,30050,200376,50010125,25483,50362,62741,752313,13611123,96382,64261,98241,321309,9081291,69961,13345,84930,566229,247Total1,424,6759

21、49,786712,337474,8933,561,6913.3 Divided total cost into each seat:Basic FareMaintenance expense0.8Fixed selling and administrative costs1.6Fuel Consumption1.8Fixed wages0.3Variable Advertising3Variable Administrative expense2Variable Selling expenses1Variable Miscellaneous expenses2.5Total133.4 Mak

22、e ticket price According to the basic fare and the price of substitute goods, we make ticket price:PriceViewFirst class30Economy class25According to the different situation, we give relevant discount:Children（under 1.2m）50%Old man (above 70 years old)50%Round-trip ticket（only including economy class

23、）40%Group buying（only including economy class, above 20 persons）40%Off- peak 10%4. Revenue4.1Ticket RevenueThe train has 8 times every day; each economy class can carry 300 people, first-class maximum carrying 50 people. Among the passengers were estimated 10% are children, 10% are old man. 8% are r

24、ound-trip ticket. There is once group buying which has average 25 persons every day. Average attendance 86%.Average income of first class (one day): （154+154+184+3028）8=8,256Average income of economy class (one day):（12.526+12.526+1525+1521+25126）8=43,120Total monthly income: 1,541,280Because Venice

25、 film festival which will attract large numbers of tourists will be held in August and September. These months are peak time. We will add a carriage of economy class to satisfy tourists needs.Average income of first class (one day) in August, September: （155+155+184+2536）8= 8,976Average income of ec

26、onomy class(one day) in August, September: （12.535+12.535+1525+1528+25227）8=58,760August, September total monthly income: 2,032,080 Because of the cold weather in November and December, it will effect travelling. The two months are off-peak.Average income of first class (one day) in November, Decemb

27、er:（163+163+193+31.521）8=6,516Average income of economy class (one day) in November, December:（13.520+13.520+1625+1616+27119）8=35,272November, December total monthly income: 1,253,640 4.2 Foodstuff and Beverage RevenueFoodstuffPriceBeveragePriceChocolate 3.00 Mineral water 1.00Coffee 3.00Coca-Cola 3

28、.00Bread 1.00Beer 4.00A lot of people need to eat on the trip which has three hours. Because the cost of food on the train is high, the price of food and beverage is higher than market price. According to the budget and statistics, one person need to consume 4 of each train and the average cost is 1

29、.5. Average income per day30038=7,200.Average cost per day 3001.58=3,600. Average monthly income 216,000. Average cost per month 10,800.4.3 Advertising and CorporationBecause we provide advertising services for Business Company, we get 600,000.In addition, we also signed the contract and provide ser

30、vices for travel agency each year, and we get 48,000.4.4 Mail Service RevenueThe Government has on principle agreed to offer the mail service contract to Carlvillas Limited with an annual contract value of six hundred thousands Euro if the proposed line to Venezia is viable. The income derived from the mail service contract will be used to defray part of the operating costs of the railway service. Monthly income is 50,0004.5 Sales budgetsJanuary 1,954,344July 1,861,280February 1,768,216August 2,352,080March 1,824,054September 2,352,080April 1,898,505October 1,824,054May 1,