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Case
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Reference no. IMD-5-0750
Subject category: Marketing
Authors: Stefan Michel (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 01.05.2009
Length: 9 pages
Data source: Field research
Topics: Conjoint; Segmentation; Hospitality; Market research; Pricing; Brand management; Franchising; Global marketing
Share a link: https://casecent.re/p/89317
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Abstract

Irene Fellner owns her family's three-star hotel in Switzerland. Facing decreasing revenues, she undertakes a conjoint analysis that suggests she should take on a brand name. She therefore considers joining the hotel chain Comfort Hotels as a franchisee.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.
Location:
Switzerland
Industry:
Hospitality, hotel
Size:
CHF1.2 million turnover
Other setting(s):
2003
Teaching note
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Reference no. IMD-5-0750-T
Subject category: Marketing
Authors: Stefan Michel (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 01.05.2009
Length: 5 pages
Data source: Field research
View full details

About

Abstract

Irene Fellner owns her family's three-star hotel in Switzerland. Facing decreasing revenues, she undertakes a conjoint analysis that suggests she should take on a brand name. She therefore considers joining the hotel chain Comfort Hotels as a franchisee.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Location:
Switzerland
Industry:
Hospitality, hotel
Size:
CHF1.2 million turnover
Other setting(s):
2003

Related

Teaching note
-
Reference no. IMD-5-0750-T
Subject category: Marketing
Authors: Stefan Michel (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 01.05.2009
Length: 5 pages
Data source: Field research
View full details