Conjoint analysis for Forte

Hotel

TEAM MEMBERS:
MARTIN HUSAK I984000102
ELIZABETH TSAI M984610011
PEFFY CHENG M984610008
QUYNH ANH LEE M
 Agenda

Introduction

Customer analysis

Cost analysis

Limitations and conclusion

 Team mission

Build a successful, independent and strong hotel

chain in United States

Apply and modify strategy from Europe hotel chain

Create a new product, increase market share, profit

 Customer analysis

ROOM EXTRAS BUS_amen Leisure Rest_del

Sm_suit 18 Shoe_shine 4 www Exer_room Yes 9

0 0
Lg_room 0 Tape_lib Sp_phone Pool No 9
0 26 3
Rm_office 4 Ft+cheese Room_fax Both xxxxxxx
42 12 5
xxxxx Newspaper 21 xxxxx xxxxx xxxxxxx
Consumer analysis
Consumer analysis
Consumer analysis
Consumer analysis
Consumer analysis
 Consumer analysis

Profile 1 Profile 2
 Consumer analysis

Profile 3 Profile 4
 Approach

Target market: business traveler

Segment : United States market, luxury hotel for

business people

Position: Quality, convenience, safety, good work

environment
 Package

Small suite

Sp_phone

Pool+excercise room

FT+cheese

Restaurant delivery
 Cost room A

Incremental fixed cost Average expected

per room at the time incremental
of construction contribution per day
per room
Sp_phone $200 $2.00

Pool+excercise room $3500 $-4.50

FT+cheese $100 $-5.00

Restaurant delivery $100 $-3.00

Total $3900 $-10.5

 Cost room B

Incremental fixed cost Average expected

per room at the time incremental
of construction contribution per day
per room
Sp_phone $200 $2.00

Excercise room $1500 $-2.00

FT+cheese $100 $-5.00

Restaurant delivery $100 $-3.00

Total $2900 $-8

Cost analysis room A
Price $125

Rooms: 100

Occupation: 50%

BEP: 26. month

Cost analysis room B
Price $95

Rooms: 100

Occupation: 50%

BEP: 31. month

 Limitations

Limited number of answers ( small data database)

Not sufficient customer data (gender, age, income)

Limited number of questions, possibilities

 Conclusion

Strategy: market follower ( 2nd place)

New product design:

sm_suit, sp_phone, pool+excercise room,
FT+cheese, res_delivery

15% market share- meet BEP 26-31 month

Thank you for your attention