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eHarmony Case Analysis

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eHarmony in essence is an online personals service whose main clients are marriageĀ­minded individuals. The online client profile is an extensive relationship questionnaire along with a matching system and a guided communication system. Itā€™s biggest competitor at the time of the article was Match. This online personals service was designed simply for people to seek out likeĀ­minded people with the same interest. Itā€™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 EĀ­Harmony to remain competitive.

Match realized that it was suffering at some point to EĀ­Harmony 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 ā€œwould 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)

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