Eharmony College Essay Example

However, the main goal is to improve sales and profits. Certain advertisements also focus on higher sales. Marketing managers often experience pressure to prove sales results and tend to take a short-term view when evaluating advertising and sales promotion endeavors. They frequently look for fast solutions to address declining sales or loss of market share.

To maintain its reputation as a reliable platform for long-term relationships, eHarmony has made adjustments to its recent campaign in order to meet sales targets. It is worth mentioning that many individuals conceal their identities when seeking casual encounters, which makes eHarmony's emphasis on attracting mature and committed individuals seeking lasting partnerships quite noteworthy. Furthermore, the company intends to boost its revenue by implementing in-house advertising programs that will showcase static advertisements on their website.

eHarmony plans to sell advertisements directly to advertisers instead of using a third-party system. This approach will allow eHarmony to focus on establishing relationships with product affiliations and corporate sponsorships, thus increasing visibility and revenue. Additionally, eHarmony is actively working towards legitimizing the online dating service industry and eliminating any negative associations that have hindered its growth.

Online dating has become a valuable solution for busy single individuals who struggle to meet new people at social events due to their hectic lives and careers. This company not only helps with initial introductions but also prioritizes finding compatible matches.

It is important to avoid the need for extensive participant search. The case highlights the presence of many competitors who discourage clients from pursuing committed, long-lasting relationships. This makes it easier for individuals to join and become part of those hindering others in

finding their ideal match. Furthermore, the age range of people joining now includes individuals in their 50s and 60s, as well as those who are 40 and older. The analysis reveals that as the population ages, fewer people are getting married.

The text proposes that these individuals are not lacking interest, but rather encountering difficulties in socializing and meeting new people. This problem emphasizes the idea that society is primarily focused on younger individuals, which should not be the case. Therefore, online dating platforms provide a solution to connect these individuals more comfortably. They offer convenient communication and even make searching for like-minded people enjoyable.

According to IBISWorld, the online dating and matchmaking industry grew by 2.3 percent from 2008 to 2011 and is expected to continue growing at an annual rate of 2.8 percent until 2016. The number of people employed in this sector is projected to increase from 15,606 in 2011 to around 17,000 by 2016. This growth is fueled by factors such as a high profit margin, a relatively low barrier to entry (although it is gradually increasing), and a decrease in the social stigma associated with using online dating to find a partner. Recent studies conducted by online dating sites reveal that up to 30 percent of newly married couples initially met through online dating.

With over 14,000 matchmaking services currently and an anticipated increase of 1,000 more by 2016, eHarmony must establish objectives to attract clients who are genuinely seeking long-term partners in the midst of the rising interest in online dating. Additionally, it is essential for eHarmony to protect its reputation from individuals who may misuse

the platform for personal gain or engage in secret relationships.

To maintain a current profit margin of 19%, it is crucial to synchronize return on sales goals with sales and revenue. Multiple factors impact sales such as competition, technology, advertising and promotion, price, and product quality. To boost sales, it is essential for eHarmony to deliver a superior service and employ advanced technology. The case emphasizes that users may not consider price as a major factor if they perceive the service as truly beneficial in finding potential partners.

However, eHarmony needs to adapt to the social scene and deliver positive results as long as competition doesn't drive people away. It's important to acknowledge that individuals desire to connect with genuine individuals and seek successful outcomes rather than anticipate failure. It's crucial to understand that if these individuals don't find a match, they might attribute it to personal failures rather than blaming the service.