Airôtel Rümlang’s Branding Challenge: A Conjoint Study Harvard Case Solution & Analysis

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

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Airôtel Rümlang’s Branding Challenge: A Conjoint Study

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