Harrahs Casino

Case 7 Harrah’s

List of Facts

Recognized and respected brand name in casino entertainment

First to be on New York Stock Exchange

Gambling revenue in us 2001 50 billion

Harrah’s 4 billion

26 locations

Building lasting relationships with customers

Second largest behind mgm mirage

Reaches mission through operational excellence and technological leadership which enables Harrah’s to manage each customer relationship individually

Differentiates by building loyalty in customers gambling behavior

Markets the experience rather than location and facilities

87 percent of revenue from casinos

Core customers slot players, sustainable profit growth

Customers are known from casino to casino regardless of location especially high rollers

Casino success based on how much a guest leaves behind

Direct mail customers that visited within one month

Sort players by earning potential tracks wins and losses

26% of the gamblers generated 82% of the revenues

Heavy users doctor bankers and machinists and usually didn’t stay in the hotel just visited the casino on the way home

Happy customers more loyal

Those who indicated happy