The first general environment that is most relevant to this case is the demographic segment. This segment focuses on population size, age structure, geographic distribution, ethnic mix, and income distribution. This segment is relevant to eHarmony because there main focus is to match their customer’s with potential partners. They need to take in account the matches age, income, ethnicity, and income. In the case, they discuss how they require customers to answer questions about how old they are, where they are from, where they are living, where they work... etc. They take all this information and match it with another customer. The second general environment that is most relevant to this case is the sociocultural segment. This segment focuses on the society’s attitude and cultural values. This segment is relevant to eHarmony because when they match their customer’s, than they have to take an account what their cultural values are and what their attitudes are toward the social norms. The United States is a melting pot of different cultures. Some customers are high on culture and some are not.
Demographic segment represents an opportunity for eHarmony because they can expand their company to other countries. The article “Are You Ignoring Trends That Could Shape Up Your Business” made an interesting point that “ignoring trends can give rivals the opportunity to transform the industry.” If eHarmony does not go into international markets than they would give Match the advantage of getting more customers on their site. eHarmony wants to be on the top, and the only way they can do that is by entering a new market. Sociocultural segment represents an opportunity for eHarmony because customers want to have partners that work and have the same cultural values that they have. It is all about being compatible with your partner. In the article, it talks about how social trends can change the way people perceive the world around them. By showing...
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