1. Case Study:
OpenTable
The case method is an excellent learning tool as well as an
important assessment instrument. It helps develop your ability to synthesize
textbook material and various situational factors. With this case study, you
will be meeting the following learning outcomes:
· Describe the
online commerce environment and factors that determine the economic viability
of an online firm.
· Identify the
challenges faced by online retailers.
· Discuss
major features and trends of the online retail and service sectors.
Assignment: Review the Case Study OpenTable: Your
Reservation Is Waiting located on pages 625-629 of the textbook. Perform the
following:
4. At one point,
OpenTable was in 50 cities, but only bringing in $100,000 per month in revenue
with expenses of $1 million per month. Review each of the strategic factors
located page 587 of the textbook (value chain, core competencies, synergies,
technology, and social/legal challenges) and discuss the issues that you think
were causing it lose money .
5. Discuss the
strategy pursued by Thomas Layton to make the company economically viable.
Relate his strategy to the strategic factors discussed above .
6. Significant
issues related to OpenTable’s roll out were the lack of technology adoption
needed to support it at restaurants, and lack of trust in e-commerce by both
restaurants and their clients. How would you have overcome those issues to help
OpenTable succeed?
Organize your paper in the following sections:
7. Background –
Summarize the case study (textbook pages 625-629).
8. Issues – (strategic factors, Mr. Layton’s
strategy, technology/trust issues).
9. Summary –
Summarize the relevant conclusions and findings.
10. Resources – List
the case study (textbook pages 625-629) and at least two other sources
researched for this paper. Ensure that the resources are also properly cited in
the body of the work.
Your work should be submitted in a Word document, 2-3 pages
in length (not including cover sheet), typed in double-space, in 10- or
12-point Arial or Times New Roman font. The page margins on the top, bottom,
left side, and right side should be 1 inch each. Use the APA guidelines for
writing and citations. Resources listed in the Resources section without an
accompanying citation in the body of the work will not be accepted.
Submit the Word document to the appropriate dropbox. See the
Course Calendar for due dates.
Evaluation criteria
Review the Case Analysis Rubric located in the “Getting
Started” section of the course for more information on grading criteria.
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