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Example research essay topic: Case Analysis Harrahs Entertainment Inc Loyalty Management - 1,198 words

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Case Analysis: Harrahs Entertainment, Inc Loyalty Management Introduction Times have changed and our thinking about the way we manage our improvement activities has to change. Good is not good enough. Only the very best will attract customers in todays competitive environment. We have to excel in all parts of our organization. We have to have an organization that wows the customer, not just satisfies them. (Harrington, 2005) Facts From 1937 and up till now Harrahs Entertainment, Inc.

has been one of the most successful organizations which deal in the casino entertainment business. It was the first to be listed in the New Your Stock Exchange and now owns twenty six casinos in thirteen locations over the United States. Nowadays Harrahs Entertainment, Inc. is a four billion company and its success was achieved mostly due to the specific managing and marketing strategies and techniques the company uses in its day-to-day operations. The following attributes are considered to be the ones that make customers come back to the particular casino repeatedly: main focus on customers; high-quality of service; many locations over the country. Besides, from the strategic point of view Harrahs success is greatly contributed by constant efforts put in developing the multi market strategy, building long-lasting relations with customers through tracking and data mining system, individual approach to customers, geographic distribution, operational excellence, technological leadership.

The following tools are used by Harrahs to implement the major strategies: identifying the best gambling customers, their recognition in all the casinos of Harrahs, direct mailing, special offers, focus on potential overtime, linking employee rewards to customer satisfaction, Total Rewards System. There are, however, certain trends in the industry which make Harrahs Entertainment, Inc. think their strategies over in order for them to correspond to current market conditions, and be able to compete with those of the rivals. The following facts lead to the conclusion that certain changes are to be introduced in order for the organization to succeed in future: MGM Mirage has appeared to be the first largest casino in the US; On-line gaming business is rapidly growing and creating one more segment to develop for the gambling industry. Fact Analysis Both Total Rewards System and communication excellence have shown to be changes which lead to revenue growth and better customers satisfaction. Current technologies and Internet give people and organizations a wide range of options and opportunities that help to improve organizational performance and make the communication easier.

Harrahs Entertainment, Inc. uses Internet and Intranet technologies in order to provide constant connection between all the casinos all over the country, to gather and exchange information, and to analyze it with the purpose of providing a higher number of good, satisfying, and desired services for all the customers. They, however, do not enter the on-line gambling segment of the market though it might help to increase the revenue and gain more regular customers worldwide. The Total Rewards System together with the well-developed internal computer system provides the company with detailed information about each customers spending's and preferences. Though it is a good tool of developing long-lasting relations with customers and gathering needed information, it only provides customers with an opportunity to have higher quality services when they arrive to the casino. At the same time rivals are working out strategies of working on-line all over the world.

Information allows Harrahs to provide each customer with the corresponding level of service he / she exactly needs and expects for. Major problems Though a number of positive changes has been implemented within the company, recently Harrahs Entertainment, Inc. has lost its leadership due to several reasons. First, global computerization and peoples wide usage of on-line services require the company to spread its activity to on-line industry too. Second, companys individual properties had developed own web-sites independently from the whole organization: the company looses its unified face. Third, Internet gaming sector continues to grow and American gambles are the ones who contribute to it most of all.

Harrahs Entertainment, Inc. cannot spread its operations to the on-line sector because it violates the Nevada law. Alternative Solutions Managing means first of all managing changes. (Archibald, 2004) And changes, in their turn, may be either avoided by means of managing risks or accepted as being a way of organizations development. Therefore, certain changes in organizational performance and strategy should be introduced in order for it to remain successful and competitive. There are several options to be considered by the Harrahs Entertainment, Inc.

management. According to M. Christensen and M. Overdorf (2000) theory which states that there three ways the manager can use to cope with risk and, accordingly, with change that may be caused by it.

They are: creation of new organizational structure within corporate boundaries in which new processes can be developed; spinning out an independent organization from the existing one and developing new processed and values within it required to solve the problems; acquiring a different organization whose processes and values close match the requirements of the new task. In any case, the company has to spread its activity to foreign markets. At this stage Harrahs Entertainment, Inc. has three types of market entry to choose from. First of all, Harrahs Entertainment, Inc. may use the advantages of so called first entry.

In such a case it will become the first to present its services to a customer and, having gained good image, may become a leader in this particular (on-line gambling) sphere even if the competitors launch their operations later. However, in this case the service is to be thoroughly debugged in order to get a good image instead of flawed one. Another choice is a parallel entry which requires a company to launch the service together with a competitor. Such a choice may be quite successful because several companies at a time advertise and promote a new service. In case the firm chooses late entry it launches its activity after the rival has promoted the service and can save money on advertising and educating users about the service. Besides, such a choice gives the company an opportunity to improve the service basing on the competitors experience in a new country.

And that is impossible when making an early entry. In addition, late entry provides the company with an opportunity to learn the markets size and preferences. Recommendations Harrahs Entertainment, Inc. has to clarify its major goals to achieve and develop corresponding strategies to implement the required changes. Possibly the best option to choose would be purchasing an independent subsidiary overseas which on-line gambling services would not violate the law. Investing in the development of Harrahs technological facilities is likely to lead to the development of the organization itself as more and more people prefer gambling on-line instead of traveling to the casino as the on-line gaming sector is constantly growing and developing.

Bibliography Clayton, M. C. , & Overdorf, M. (2000). Meeting the Challenge of Disruptive Change, Harvard Business Review, March v 78 I 2, p. 66. Harrington, H. J. (2005) The five pillars of organizational excellence.

Handbook of Business Strategy, Volume 6 Number 1. Russel D. Archibald (2004) Managing High-Technology Programs and Projects, 3 rd edition, John Wiley&Sons Inc. : New York.


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