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Marketing Strategy Essay

691 words - 3 pages

Case 3
Harrah's Big Database Gamble
1. Analyze Harrah's using the competitive forces and value chain models. As the case points out, Harrah's is facing stiff competition. This competition is coming from traditional competitors (Las Vegas and Atlantic City), as well as from new entrants (riverboats and Indian reservations). Customers have many options in terms of how, when, and where they gamble. These same customers can elect to take a trip to the beach, as opposed to travel to a casino. When performing a value chain analysis, it appears that Harrah's is using its new business strategy to create a new service, enhance product penetration, and lock in its customers. Harrah's new information ...view middle of the document...

Harrah's uses information gleaned from its business processes to build personalized marketing programs for its customers. Each time a customer makes a transaction, his record is updated. Since all Harrah's casinos now have access to the centralized database, Harrah's employees are able to view each customer's record and offer that customer consistent treatment regardless of which casino the customer frequents. 4. How did Harrah's use CRM software and modeling tools to address the company's problem? Harrah's uses CRM software to coordinate business processes that deal with customers. After combining its gambling and hotel reservations data, Harrah's uses its CRM software to build detailed gambling profiles for each of its customers, analyze the customer data, and build personalized marketing programs. Harrah's WINet system enables the company to estimate how much money the company can earn from a customer over a given amount of time.

5. Are there any ethical problems raised by Harrah's use of customer data? Explain your answer. While the potential is there to sell customer data, Harrah's has said that it will not sell customer data to third...

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