Case Study

You will perform a “New York, USA” market study OR an “Istanbul, Turkey” market study. For this project, Dr. Kim will provide you the following information which can be found in the Hotel Market Study folder in the Getting Started section.

i) Expanded Version of a Market Study (PPT)

The expanded version of a Market Study includes additional information on how to conduct a Market Study. There are also various graphs that you can use as templates for your Market Study.
Note that the additional information on this expanded version will NOT be tested in this course, but you will need to use this version to conduct your Market Study and probably to prepare for the CAHTA exam.

ii) Related Reports and Data files

You will need to use these reports and data files to conduct a Market Study.

iii) A Video for Market Breakdown and Comparable Market

This video explains how to create graphs for the “Market Breakdown” and “Comparable Market” sections in a Market Study by using the templates available in the Expanded Version of a Market Study.

iv) Market Study Samples

I posted a couple of Market Study samples.

v) Hotel Market Study Rubric

Your Market Study will be evaluated based on this rubric.

PART B—The Second Half of a Market Study (90 points)

You will perform the second half of a Market Study:

6. Comparable Markets – 3 slides (S&D % change, O&A % changes & actuals)
7. Types of Business – 8 slides (WD/WE, Day of Week, Seasonality, Group/Transient, Occupancy & ADR line graphs)
8. Pipeline Data – 4 slides (recent, future)
9. Summary, Takeaways, Looking Ahead, and For the Future – 4 slides

Hotel Market Study (PART B) Structure:

Contents should be summarized.
PART B must be prepared in a Microsoft PowerPoint file (.pptx or .ppt)
Use the same PPT file you have used in PART A. For example, if your PART A consists of 18 PPT slides, you can continue PART B from the 19th slide.
Minimum 19 slides; Maximum 20 slides (PART B only)
Minimum 37 slides; Maximum 40 slides (PART A plus PART B)