Forte Hotel (conjoint, segmentation)

Forte hotel uses the Conjoint and Segmentation models to analyze customers’ preferences across a number of attributes under consideration during hotel design.  This case requires the evaluation and analysis of various bundles of attributes to determine the best combinations of attributes across multiple segments of customers.  This case demonstrates all aspects of a conjoint study: designing the study, gathering data, analysis and deriving appropriate management recommendations.

Managerially complex

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to juggle with more than one marketing model.


Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.