Eharmony Analysis

eHarmony Analysis

1. Why do people want to meet others online instead of finding them in the real world? How is this related to strategy?

The major reasons why many people meet online instead of finding others in real world are the following: saves time to nowadays time pressure, provides a vague search of others with characteristics and photos, allows socializing and meeting one of your preferences, ease of access to computers and online services. Nowadays, due to technological advances and changes in external environment, people have no spare time due to tight work schedules, and do not meet often with others due to time pressure. Cultural changes along with economic factors brought more freedom in the society and had a major impact on the marriage market of the 21st century.

As statistics reports in the article, men are less active than women. It’s reported by both genders that it is hard to find your significant other or meet people in the real environment leading to the use of online services. (Piskorski, Halaburda, & Smith, p.2) Changes in external environment gave a rise and idea to eHarmony to create an online service of perfect match for a compatible union based on extensive studies, researches, psychological evaluation, and statistics of divorces and singles. eHarmony is an online personal site that was founded in 2000 and focused on a business strategy to find a best match for individuals giving a basis to a long-lasting relationship. Also, eHarmony strategy focused finding a perfect match for individuals who were looking for a serious relationship only, targeted at individuals in search for compatible marriage.

2. How structurally attractive is the online personals market/industry?

Online personals market (industry) is not structurally attractive due to high competition and substitute of services in the market. It is hard to survive in the industry of online personals due to too many competitors. Also, it’s hard to meet the following...