WIU-MKT660-5663–-Assignment 5

WIU-MKT660-5663–-Assignment 5 - To start...

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Assignment 5 Professor Keith Rieger 04 Nov 2010
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1) Why will OpenTable competitors have a difficult time competing against OpenTable? Opentable has a large number of restaurants already participating with them. They also have software that many companies like and is easy for consumers too. OpenTable has the ability to track consumers and help diners get the data they need for to help them grow. The company has more options than their competitors and that makes them more desirable. 2) What characteristics of the restaurant market make it difficult for a reservation system to work? The restaurant market is difficult because it was, and continues to be highly fragmented, and local – made up of more than 30,000 small, independent businesses or local restaurant owning groups. 3) How did OpenTable change its marketing strategy to succeed?
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Unformatted text preview: To start with the company made a number of management changes. The company retooled its hardware and software to create the user friendly ERB system, and deployed a door-to-door sales force o solicit subscriptions from high end restaurants. The combination of e-commerce, useful, user-friendly technology, and the personal touch. 4) Why would restaurants find the SaaS model very attractive? Restaurants like the SaaS model attractive because customers dont buy software and install it on their computers, but instead go online and get the software functionally through subscriptions. They also dont sell goods, but instead enables diners to make reservations, like social networking sites provide services....
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This note was uploaded on 02/01/2011 for the course MKT 660 taught by Professor Keithrieger during the Spring '10 term at Western Intl..

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WIU-MKT660-5663–-Assignment 5 - To start...

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