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    Harrah's Entertainment PDF

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    Romali Das
    1) Harrah's Entertainment Inc. operated 21 casinos in 17 cities and was struggling to retain customers as competitors entered the market with flashier properties. 2) To attract new customers, retain existing ones, and regain past customers, Harrah's developed a business strategy focused on customer loyalty, restructuring the organization, strengthening its brand, and emphasizing top-notch service. 3) A key part of the strategy was a customer relationship management program that used a database to implement direct marketing and measure customers' worth, motivating them to consolidate their gambling and allowing Harrah's to better target marketing efforts.

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    Harrah's Entertainment PDF

    Uploaded by

    Romali Das
    23 views8 pages
    1) Harrah's Entertainment Inc. operated 21 casinos in 17 cities and was struggling to retain customers as competitors entered the market with flashier properties. 2) To attract new customers, retain existing ones, and regain past customers, Harrah's developed a business strategy focused on customer loyalty, restructuring the organization, strengthening its brand, and emphasizing top-notch service. 3) A key part of the strategy was a customer relationship management program that used a database to implement direct marketing and measure customers' worth, motivating them to consolidate their gambling and allowing Harrah's to better target marketing efforts.

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    1) Harrah's Entertainment Inc. operated 21 casinos in 17 cities and was struggling to retain customers as competitors entered the market with flashier properties. 2) To attract new customers, retain existing ones, and regain past customers, Harrah's developed a business strategy focused on customer loyalty, restructuring the organization, strengthening its brand, and emphasizing top-notch service. 3) A key part of the strategy was a customer relationship management program that used a database to implement direct marketing and measure customers' worth, motivating them to consolidate their gambling and allowing Harrah's to better target marketing efforts.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    23 views8 pages

    Harrah's Entertainment PDF

    Uploaded by

    Romali Das
    1) Harrah's Entertainment Inc. operated 21 casinos in 17 cities and was struggling to retain customers as competitors entered the market with flashier properties. 2) To attract new customers, retain existing ones, and regain past customers, Harrah's developed a business strategy focused on customer loyalty, restructuring the organization, strengthening its brand, and emphasizing top-notch service. 3) A key part of the strategy was a customer relationship management program that used a database to implement direct marketing and measure customers' worth, motivating them to consolidate their gambling and allowing Harrah's to better target marketing efforts.

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    © All Rights Reserved
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    of 8

    HARRAH’S

    ENTERTAINMENT
    INC.

    1
    OVERVIEW
    ● Case revolves around the gambling market in the United States in
    1970s-1990s
    ● Harrah’s Entertainment, Inc. operated casinos and was well known in
    gambling industry
    ● It was started by William Fisk Harrah
    ● It had 21 casinos in 17 different cities
    ● They were struggling to keep the current number of customers
    intact

    2
    Problem Statement

    ● Competitors entering the market with better and


    flashier properties
    ● Need strategy to :
    ➔ To attract new customers
    ➔ Retain the existing ones
    ➔ Get back the old ones
    ● How they can have and maintain competitive
    advantage

    3
    BUSINESS STRATEGY

    ● Customer Loyalty - Core Competency


    ● Changing the organisation’s structure
    ● Working on the Brand name
    ● Emphasising on top notch services
    ● Exploiting marketing opportunities

    4
    ● New organization structure

    Approach ● Brand and Service


    ● Customer Relationship
    Management
    ● Database Marketing

    5
    Customer Relationship
    Management
    ● CRM consists of two parts- DMS and Total Gold
    Program
    ● Total Gold Program motivates customers to
    consolidate their play that allows to execute direct
    marketing strategy
    ● Use of quantitative approach in marketing to
    accurately measure customer’s worth

    6
    Competitors

    Park place entertainment

    Mirage enterprises

    Circus enterprises

    Trump hotels and casino resorts

    7
    Thank you

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