MGT 30220 Study Guide - Final Guide: Eharmony, Online Dating Service, Social Stigma
Strategic Management Study Guide
• eHarmony Case:
o Analysis of How We Meet People:
o Does eHarmony have a competitive advantage over Match?
o Themes:
▪ eHarmony tries to differentiate itself with a subset focus of customers
▪ Less of a social stigma around online dating is taking place
▪ There are tradeoffs
▪ The better you fulfill the needs of customers, the less likely they are to
come back
• unique aspect of this industry
o Five Forces Analysis:
▪ Rivalry:
• To what extent are purchases based on the price of the service?
o Moderate in terms of pricing rivalry
▪ websites vs. personal matchmakers = larger price
differences
o Decision possibly made on customer willingness to
dedicate the time to fill out online surveys
o Tons of niche sites as well based on matches for religion,
occupations, etc.
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