TEAM MEMBERS: MARTIN HUSAK I984000102

ELIZABETH TSAI M984610011PEFFY CHENG M984610008

QUYNH ANH LEE M

Conjoint analysis for Forte Hotel

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 0

Exer_room 0

Yes 9

Lg_room 0

Tape_lib 0

Sp_phone 26

Pool 3

No 9

Rm_office 4

Ft+cheese 42

Room_fax 12

Both 5

xxxxxxx

xxxxx Newspaper 21

xxxxx xxxxx xxxxxxx

Consumer analysis

Consumer analysis

Consumer analysis

Consumer analysis

Consumer analysis

Profile 1 Profile 2

Consumer analysis

Profile 3 Profile 4

Consumer analysis

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 per room at the time of construction

Average expected incremental 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 per room at the time of construction

Average expected incremental 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