Opentable Case Study Essay
OpenTable Case study
Team Please review the open table case study on page 338-340 in your book. Please answer the four questions on page 340 so we can discuss this case as a group!
1. Why will OpenTable competitors have a difficult time competing against OpenTable?
The OpenTable competitors have a difficult time competing against OpenTable because of the popularity of the website for making reservations online. Second, OpenTable, through its Web site, Mobile web, Mobile app, provides a fast and efficient way for dinners to find available tables in real time. Moreover, the company provides a wide range of services that meet the consumers need They also provide a wide range of services that meet exactly what consumers need. Third, OpenTable …show more content…
2. What characteristics of the restaurant market make it difficult for a reservation system to work?
The characteristics of the restaurant market that make it difficult for a reservation system to work are the followings. First, the restaurant industry was highly fragmented and local-made up of more than 30,000 small, independent businesses or local restaurant owning groups. In order to make the system work, a large scale and scope were very important. The diners need real-time access to a number of restaurants in different cities
3. How did OpenTable change its marketing strategy to succeed?
The marketing strategy of Opentable relayed on the door-door sales force to attract subscriptions from high-end restaurants. This strategy was a combination of e-commerce, user-friendly reservation system, and the personal touch worked. It initially targeted local networks of restaurants and dinners. OpenTable uses the dinners as a source of viral marketing to e-vite(invite) their dinner companions to the meal. Customers can also accumulate points by making reservations that can be used for discounts later. The company shifted its marketing strategy from transactional relationship to an experiential relationship to enhance the experience of the
Team Please review the open table case study on page 338-340 in your book. Please answer the four questions on page 340 so we can discuss this case as a group!
1. Why will OpenTable competitors have a difficult time competing against OpenTable?
The OpenTable competitors have a difficult time competing against OpenTable because of the popularity of the website for making reservations online. Second, OpenTable, through its Web site, Mobile web, Mobile app, provides a fast and efficient way for dinners to find available tables in real time. Moreover, the company provides a wide range of services that meet the consumers need They also provide a wide range of services that meet exactly what consumers need. Third, OpenTable …show more content…
2. What characteristics of the restaurant market make it difficult for a reservation system to work?
The characteristics of the restaurant market that make it difficult for a reservation system to work are the followings. First, the restaurant industry was highly fragmented and local-made up of more than 30,000 small, independent businesses or local restaurant owning groups. In order to make the system work, a large scale and scope were very important. The diners need real-time access to a number of restaurants in different cities
3. How did OpenTable change its marketing strategy to succeed?
The marketing strategy of Opentable relayed on the door-door sales force to attract subscriptions from high-end restaurants. This strategy was a combination of e-commerce, user-friendly reservation system, and the personal touch worked. It initially targeted local networks of restaurants and dinners. OpenTable uses the dinners as a source of viral marketing to e-vite(invite) their dinner companions to the meal. Customers can also accumulate points by making reservations that can be used for discounts later. The company shifted its marketing strategy from transactional relationship to an experiential relationship to enhance the experience of the