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Demand Estimation of Online Budget Hotel Service

CASELET, BUSINESS ANALYTICS
ET Cases, 5 Pages

Case Preview

Demand Estimation of Online Budget Hotel Service

 

Arun Padmanabhan (Arun), Manager Programming at a Software company in Gurgaon, visits his parents at his elder brother’s house in Chennai every month. On each visit in the past, as he did not want to disturb his brother’s family, which lives in a two-bedroom apartment, he used to look for accommodation at a hotel. But, most of the times, he was forced to stay at sub-standard hotels that charged high prices.

This experience gave him an idea that there was a market for a good budget hotel. In mid-July 2016, when Arun discussed with his colleague and friend Varun Ganesh (Varun), the idea of starting a new online budget hotel service was born..............................

Teaching Note Preview

Demand Estimation of Online Budget Hotel Service

 

Synopsis

Arun Padmanabhan (Arun) and Varun Ganesh (Varun), alumni of IIT Delhi, decided to launch a new online budget hotel venture ‘QUIK.com’ after many discussions and deliberations. Based on the suggestion from two investors – Pankaj Patel (Pankaj) and Sanjay Saxena (Sanjay), they decided approach a well-known marketing research agency to find out the market potential and demand estimation based on which an appropriate decision can be taken. At this backdrop, this caselet provides scope to discuss and understand demand estimation concept.

Prerequisite Conceptual Reading

The students/participants must be encouraged to read the following as it would provide appropriate perspectives on demand estimation:

• Naresh K. Malhotra and Satyabhushan Dash, “Descriptive Research Design: Survey and Observation”, Marketing Research An Applied Orientation, 6th Edition, Pearson Education, 2010

Case Positioning and Setting

This case can be used in MBA or Executive Programs in the Demand Estimation module of Marketing Analytics course.

Assignment Questions

I. What are various classification of hotels? Differentiate between Luxury and Budget Hotel.
II............

Preamble to this Case Study Analysis

This caselet was used to introduce the participants/students to the idea of demand estimation and market potential. These methods were discussed and analyzed in the light of QUIK.com’s launch. Accordingly, this caselet was orchestrated in the following way [Exhibit (TN)-I]................

$3.66
Rs 0
Product code: BA-2-0003, BA-2-0003A

Abstract

This caselet is used to introduce the students/participants to the concept of demand estimation for a new product in the backdrop of ‘QUIK.com’, an online budget hotel startup. Two alumni of IIT Delhi - Arun Padmanabhan (Arun) and Varun Ganesh (Varun) decided to launch a new online budget hotel venture after many discussions and deliberations. Both approached two investors - Pankaj Patel (Pankaj) and Sanjay Saxena (Sanjay) to get investment for their proposed venture. Although the industry trends were highly positive, the investors suggested to conduct a survey to get market potential and demand estimation based on which an appropriate decision can be taken. Confronted with the new task of finding out the market pulse, Arun and Varun enlisted the services of a well-known marketing research agency, Omega Research Pvt. Ltd. (Omega Research). Amruth Raj (Amruth) an executive with Omega Research was given the responsibility to analyze the collected data. As it was Amruth's first assignment on data analysis, he was pondering on what variables to be considered while estimating demand for a new venture service launch such as online budget hotel service.


Pedagogical Objectives

  • To discuss and understand the classification of Hotels
  • To discuss and understand how to estimate demand for hotel rooms in specific locations
  • To understand how to estimate demand for new venture/service launch using sampling survey methods in the light of QUIK.com

Case positioning and Setting

This case can be used in MBA or Executive Programs in the Demand Estimation module of Marketing Analytics course.



This Case Pack Includes:
- Abstract
- Case Study
- Supplement
- Teaching Note(**ONLY for Academicians)
$3.66
Rs 0

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