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harrah entertainment inc - case study
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harrah entertainment inc - case study

harrah entertainment inc - case study

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harrah entertainment inc - case study Presentation Transcript

  • 1. Harrah Entertainment IncBy:Sec –A, Group-12Amit Pal Singh Bagga FT12187Siddharth Yadav FT12163Sushant Midha FT12165Tushar Arora FT12168Vikram Choudhary FT12172 Sec-A, Group 12 1
  • 2. Problem DefinitionHarrah needs to decide that how can they have andmaintain the competitive advantage in attracting newcustomers, retaining the existing one and also gettingback the lost customers.Additional Issues:  Competitors have invested heavily in facilities and in many parameters they are ahead of Harrah  Competitors can copy Harrah’s strategy (with regards to Database Marketing and Reward programs) Sec-A, Group 12 2
  • 3. Situation Customer loyalty was considered as their core competency Harrah’s stock prices increased by 100% over the last year Harrahs IT infrastructure and business applications covered general information regarding customer activities, analysis of the data, and promotional activities taken up based on the data gathered. Harrah is relying heavily on CRM to get new customers, retain the existing one and also to get back the lost customers Sec-A, Group 12 3
  • 4. Situation From year 98-99  only 2 active customers increased  rise in revenue was 34.8%  13 new customers and 13 attritions  15 customers spending decreased by $4530  74 loyal customers  $22860 increase in revenue Repetitive gaming tendency Per customer revenue increased Sec-A, Group 12 4
  • 5. Alternatives Harrah Entertainment can continue to leverage the IT infrastructure that it has developed and can try to expand its reach by using more sophisticated technology in understanding customers. Harrah can also invest in the properties that it has in various geographical locations so that to differentiate the experience for their customers as some of their competitors are doing by offering “theme based” accommodation. Sec-A, Group 12 5
  • 6. Solution We believe Harrah should use CRM to understand customer needs better and try to look for the least expensive way which adds value to customers the most.  Based on analysis of data modest offer generated more gambling  More focus on selected customers as 26% of players generated 82% of revenue In addition to the above step Harrah may take up the following step of investing in the facility depending upon the analysis as how much importance does a theme based or any other type of ambience help in increasing the revenue for the company. Sec-A, Group 12 6
  • 7. Thank YouSec-A, Group 12 7