case for marketing research

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MARKETING ENGINEERING FOR EXCEL



CASE



VERSION 2.0.2

Case

Forte Hotel Design
By Gary L. Lilien and Arvind Rangaswamy

1.

Before beginning any case, you should familiarize yourself with the model being used. Marketing Engineering for Excel comes with tutorials that demonstrate the capability of each model. The tutorial can be found under each model within the ME►XL menu after starting Excel. These tutorials are designed to work with our
OfficeStar examples which are located in the My Marketing
Engineering directory, usually installed in My Documents during software installation. You are encouraged to review the appropriate tutorial before beginning this case.

2.

The data required for this case is located in the My Marketing
Engineering directory (usually located within My Documents).
There are three data files used for this case:
Forte Hotel Data (Conjoint, 1 Ratings).xls
Forte Hotel Data (Conjoint, 2 Partworths).xls
Forte Hotel Data (Conjoint, 3 Analysis).xls

Forte Executive Innes
Forte Hotels, a large European hotel chain, is developing a new hotel chain in the United States. The chain, named Forte Executive Innes, will combine the ambiance of a European hotel with American functionality and convenience.
Forte decided to invest in this hotel chain partly to take advantage of the increasing numbers of business people traveling from Europe to the United
States.

Company Background
Forte Hotels is the United Kingdom’s largest hotel chain. Its hotel brands include Le Meridien, Forte Crest, Forte Posthouse, Forte Agip and Forte
TraveLodge. In addition, Forte Hotels includes an international group of 80 upscale hotels such as the Watergate Hotel, Washington, D.C.; Hyde Park
Hotel, London; and King Edward Hotel, Toronto. Recently the company’s chairman, Sir Rocco Forte, announced that he plans to sell the TraveLodge chain in the United States. In its place, Forte Hotels will develop a new chain
targeted

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