商品敘述：

The marketing and operations managers for Olympic Rent-A-Car meet to decide how to respond to changes in the loyalty rewards program at the market-leading competitor. The competitor''s program gives awards based on dollars spent instead of days rented and eliminates blackout dates. Olympic expects the program to capture more of the valuable business traveler segment, which rents cars more frequently and generally pays higher premiums than the leisure traveler segment. At the meeting, the team reviews the financial performance of the firm and the firm''s reward program, called Olympic Medalist. They consider whether they can afford to match the competitor''s loyalty program terms as they have done in the past and also consider how the competitor''s actions will affect the entire car rental industry. Ultimately, they must respond with a truly distinctive strategy. Students must perform a quantitative analysis of each possible response and consider the value of customers in loyalty programs.

涵蓋領域：

Marketing;Customer retention;Competitive strategy;Quantitative analysis;Operations strategy;Customer relationship management

相關資料：

, (9-913-569), 8p, by John Deighton, James T. Kindley;
, (9-913-571), 0p, by John Deighton, James T. Kindley

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