Harrah’s / Autobytel.com
Description
1- Evaluate “customer worth” versus “observed level of play” in Harrah’s DBM efforts.
2- What are the objectives of the various Data Base marketing programs and appraise how well they are working.
3- How does Harrah’s integrate the various elements of its marketing strategy to deliver more than the results of Data Base Marketing?
4- Are Harrah’s actions and strategy sustainable?
5-Are there any ethical or privacy issues that you think Harrah’s should be concerned about?
1-What is the value proposition for each of Autobytel’s customers?
2-How does the internet change traditional channel structures? Does the internet facilitate disintermediation, re-intermediation or can it do both?
3- Can an intermediary serving two customers avoid alienating one of the groups as it searches for ways to grow? If not, why? If so, how?
4- What is the basis of Autobytel’s market leadership? Is it sustainable? Why or why not?
5- Where do you think this market is ultimately heading? Is Autobytel missing the boat?
6- What should Autobytel do?
