Harra's Casino

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M I S Case Assignment(II) (Chapter 6: Harrah’s casino) 1. Introduction This case assignment is about Harrah’s Casino from the reading of related article “Diamond in the Data Mine” and “Competing on Analytics”. To begin with, when it comes to the word “Casino”, most people are likely to think that it is not a positive word that means luxury and wasting place. However, there is a company who has changed this word into be positive, named “Harrah’s Casino.” Before the establishment of Harrah’s Casino, common casinos had had a lack of customer service or sustainable customer relationship. Their main purpose was just for maximizing profits. The short profits from alluring temporary travelers, holding addicted gamblers or rich VIPs, and attracting customers by the means of luxury facilities would not assure the prosperous future of casino-based entertainment industry. On the other hand, these marketing strategies are a form of product oriented service which does not care of customer demands or tastes. By the way, Harrah’s Casino has changed this out-of-dated form of casino industry. It was built in Nevada, 1939. Before 1990s, it used to expand its chains at various areas. However, other giant competitors, Mirage or MGM, invested in building new gigantic, luxury facilities with enormous money. Then, Harrah’s Casino was faced on financial crisis in the middle period of 1990s. Despite this financial crisis, now, Harrah’s has become one of the best casino where can do sound gamble with comfortable environments. In the recent years, the main stream of casino market has been changing due to the supply of new technology and customer oriented service that was introduced by Harrah’s innovative programs. Not only the development of new technologies but also the different tastes of customers are changing today’s casino industry. Harrah’s focused on changing its main

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