eHarmony Case Analysis

eHarmony in essence is an online personals service whose main clients are marriage­minded individuals. The online client profile is an extensive relationship questionnaire along with a matching system and a guided communication system. It’s biggest competitor at the time of the article was Match. This online personals service was designed simply for people to seek out like­minded people with the same interest. It’s goal was not necessarily for you to find your mate. You were able to look for free with the hopes of you finding someone interesting and become a paying customer. It had some of the same features of E­Harmony to remain competitive.

Match realized that it was suffering at some point to E­Harmony because of what they were offering. eHarmony was offering a way for singles who were interested in a serious relationship to meet. Match decided to create a similar company called Chemistry and price it 10% lower. This was one issue for eHarmony. The next would be the popularity of new online social networks and free personal sites. This dilemma posed the question of “would this be the end of eHarmony. The CEO of eHarmony had to make a decision on how to continue to grow financially and keep the goals and standards in the forefront. External Analysis (Five Forces)