Case Study ONE---Harrah’s Entertainment Inc.

Case Material: https://hbsp.harvard.edu/import/702572

Due: Feb 27 (11:59 pm), 2020

Please read the case “Harrah’s Entertainment Inc.” and answer the following questions.
Questions:

1. Which strategy did the Harrah’s Entertainment Inc. adopt? Customer-centric marketing or product-
centric marketing? List specific relevant evidence to support your argument.

Hint: refer to key differences between customer-centric marketing and product-centric marketing in
lecture notes, it provides a good guide for itemized discussion. Note that you don’t need to discuss
every aspect listed in lecture notes, however, try to find as many supports as you can.

2. Explain why “CRM is organizational, and not departmental” based on CRM implementation of
Harrah’s Entertainment Inc.

3. What did Harrah’s do to enhance customer loyalty? Did they work? (make your conclusion
convincing through numbers).

Hint: you may follow four steps to answer question 3 and 4. First, specify the objective(s) of the
relevant marketing program(s). Second, identify the key performance index for the corresponding
objective. Third, divide whole period as pre-program period and post-program period, calculate
summary or comprehensive statistics such as average, percentage or sum for these indexes at each
period. Forth, compare them and draw your conclusion, if possible, link your discussion with
incremental revenue and profit.

4. What did Harrah’s do to retain the customer? Did they work? (make your conclusion convincing
through numbers).

5. What are the competitive advantages of Harrah’s Entertainment Inc.? Are they sustainable? Why?

Format:

1. Name your document as “Case one_TEAM NUMBER”.

2. Double space and limit your report to four text pages and one reference page.
3. Use 1" margins all around and 12-point font. Appearance, grammar, and spelling all are counted.