Question 1: Choose one or more definitions from the theory discussed in class to describe CRM as implemented by Harrah´s Entertainment Inc. I believe that the combination of Kotler´s and Zigmund‚McLeod‚ Gilbert definition of CRM perfectly describes the situation of Harrah´s Entertainment Inc. Kotler refers to CRM as: “the process of managing detailed information about individual customers and carefully managing all customer touch points to maximize customer loyalty”. Zigmund‚ McLeod‚Gilbert definition
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HARRAH*S ENTERTAINMENT THE FACTS________________________________________ • Founded in 1937 in Reno‚ Nevada by Bill Harrah • One of the world’s most renowned provider in casino entertainment • Operates nearly 40 casinos in three countries under the Harrah*s‚ Caesars‚ Horseshoe‚ Bally’s‚ Flamingo‚ Paris‚ Rio‚ Showboat‚ Harveys‚ and Grand Casino Resort brand names • More than 40‚000 employees • Posted more than $4 billion in revenue and $235 million in net income in 2002 THE HISTORY ________________________________________
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CASE 3 HARRAH´S ENTERTAINMENT: Hitting the CRM jackpot ANDREA HERNÁNDEZ PAULA BELTRÁN NICOLÁS LATORRE LORENA LEHMANN MARIA FERNANDA ROJAS Presentado a: LUIS FERNANDO CORREA MERCADEO GRUPO 2-1 ESCUELA INTERNACIONAL DE CIENCIAS ECONÓMICAS Y ADMINISTRATIVAS UNIVERSIDAD DE LA SABANA 15 DE AGOSTO DE 2014 BOGOTÁ D.C 2014-2 HARRAH´S ENTERTAINMENT: Hitting the CRM jackpot 1. BACKGROUND 2. UPDATING 3. PEOPLE
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Harrah’s Entertainment‚ Inc : Rewarding Our People -Jeba Nadar - 037 -Sumaira Patel - 039 Business Strategy : To convert product based company to marketing based company Competitive Advantage : Customer loyalty PORTERS ANANLYSIS: 1. Threat from buyer - NA 2. Threat from supplier - NA 3. Threat from substitutes - High 4. Threat from competitors - High New Facilities ‚ Imitating Harrah’s strategy through technological advancement‚ New attractions 5. Threat from new entrants - High
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Case 1: Acclaim Entertainment Capital Budgeting: Multiple Projects with Unequal Lives Acclaim Entertainment‚ Inc. is a mass marketer of interactive entertainment software whose games can be played on such well known video game systems as Nintendo and Sega. Some of their more successful games include Mortal Kombat I and II‚ NBA Jam I and II‚ Maximum Carnage‚ Virtual Bart (Simpson)‚ and NFL Quarterback. Acclaim has also obtained licenses from True Lies‚ Batman Forever‚ and Spiderman. The interactive
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functionalities of WINnet‚ NCR and Active Enterprise systems. How did these systems support the unique features of the Total Rewards Program and other aspects of customer relationship management? What were the benefits of the systems in terms of the sort of analysis they enabled? WINet was develop by Boushy and his team to solve the database of customer cannot working on the different system. All of the company’s transactional‚ slot machine‚ hotel management‚ and reservation system were captured and collected
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Case: Harrah’s Entertainment‚ Inc: Rewarding Our People. Strengths and Weaknesses of Harrah’s gain-sharing Program Harrah’s strategy was to shift from service-driven company to a customer-driven company‚ and it invested in people development and bonus rewards. Company has introduced a gain-sharing program where employees were rewarded for improving customer service. This program has required employees to have more interacts with customer such as hand shake “employees can lose
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Why is it important to use “theoretical win” instead of “observed win” in order to access the revenue generated by customers? This question is in close relations to potential outcome and probability rather than actual figures generated by customers. First of all‚ the definition of “theoretical win” must be made clear from that of “observed win”. “Observed win” is the actual amount that is won physically over a certain period of time (e.g. per month) while “theoretical win” entails the potential
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Case Study: S&S Air Inc. Founders of S&S Air‚ Inc. Mark Sexton and Todd Story recently hired Chris Guthrie to come on board as their financial planner. His job entailed gaining valuable information as to compare how their company was fairing with competing companies in the aircraft manufacturing industry. Through his research‚ Guthrie calculated many ratios through the careful examination of S&S Air’s balance sheet and income statement
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Strategic Marketing Management Case Study: Harrah’s Entertainment Inc 1. What are the objectives of the various Data Base marketing programs and are they working? From DBM‚ the company created four programs: (I) New Business Program‚ designed to improve the effectiveness at converting new customers – this program target customers with high predicted worth‚ with an offer that was more competitive; (ii) Loyalty Program – Frequency Upside‚ designed incentive customers to visit Harrah’s property
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