IMD-5-0750 © 2009
Michel, Stefan
Irene Fellner possesses her family’s three-star resort in Switzerland. Facing falling sales, she undertakes a conjoint analysis that suggests that she should take on a brand name. She thus contemplates joining the hotel chain Comfort Hotels as a franchisee.
Learning objectives: This case is appropriate for teaching at MBA, EMBA or executive levels. In certain instances, it may also be educated in undergraduate classes as means to exemplify the use of conjoint analysis. In particular, the instance would be powerful for market research, pricing, segmentation and hospitality classes.
Subjects: Conjoint; Segmentation; Hospitality; Market research; Pricing; Brand management; Franchising; Global marketing
Settings: Switzerland: Hospitality; Hotel; CHF 1.2 million turnover; 2003
Related Case Solutions & Analyses:
Introduction to Islamic Finance
Time Value Of Money
Finance Assignment
Loblaw Companies Limited – Acquiring Shoppers Drug Mart
County Line Markets: Real Options and Store Expansions
TenAlpina Tools: Product Expansion
Note on Accounting for Contingencies
The Long and Short of Apollo Group and the University of Phoenix (A)
Compass Maritime Services, LLC: Valuing Ships, Spanish Version
Financial System Security: Harshad Mehta and the Billion-Dollar Scam
