Eharmony Case Summary

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eHarmony individual case analysis eHarmony (herein known as the company) is looking to expand its market share in the online dating industry while staying true to the types of relationships their customers are looking for. The bulk of the company’s customers are looking for a long-term marital relationship. There are four directions that Waldorf and Steiner are considering a potential move for the company to accomplish this goal, which will be explained, and a solution or set of solutions will be chosen.
The problem at hand that the company is facing is slowing growth and a rise of competitors. With the entry barrier into this industry is fairly low, and the cost of switching products is for consumers is also low which creates an environment of competitiveness and constant competitive advantages are required to differentiate a company and retain customers. The company initially differentiated itself by the type of customers they targeted and the long term relationships that they seek by having the patented questionnaire and selective requirements for …show more content…
Waldorf has been considering. Stepping into the medium length relationship sector of the industry with the matching algorithm being a significant differentiator would allow for the company to increase paid subscriptions. To attract more medium length relationship minded individuals the company could reduce the length of the initial questionnaire and encourage fast track communication for these individuals. The original version was 450 questions and now it is about 250. Another reduction in the length of the questionnaire to around 100 questions for the medium length relationship seekers would be another way to cater to what they are looking for while still utilizing the matching algorithm designed for long term
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