Ivey Publishing

Product Details

Hyrule Cinemas: Pricing Movies and Popcorn
Product Number:
9B14E012
Publication Date:
06/11/2014
Revised Date:
06/11/2014
Length:
6 pages (3 pages of text)
Product Type:
Case (Gen Exp)
Source:
Ivey
Hyrule Cinemas is losing money quickly and its owner must take steps to rectify the problem. Using survey data and general information about the business, three types of analysis can be completed: Van Westendorp, conjoint, and a decision tree. These analyses will enable Hyrule Cinemas to make the best decision possible about price points and location, thereby helping the company to become profitable. A student spreadsheet is available (see 7B14E012).
Learning Objective:
  • The implications and meaning of a Van Westendorp analysis.
  • How to complete a Van Westendorp analysis.
  • How to derive conjoint utility scores from preferences (through regression).
  • How to use a conjoint and complete trade-off analysis.
  • How to incorporate this into a decision tree to make the best decision for the company.
Issues:
Disciplines:
Management Science,  Entrepreneurship
Industries:
Arts, Entertainment, Sports and Recreation
Setting:
Canada, Small, 2014
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Supplements: 7B14E012 (56 KB)
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