OpenTable: One-Stop Shop for All Your Dining Needs

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Disclaimer
This material is based upon work supported by Hult International Business School. Any opinions, findings, conclusions, or recommendations are those of the authors and do not reflect the views of Hult International Business School, its employees or its administration.

Table of Contents
Introduction …………………………………………………………………………..1
Market & Customers…………………………………………………………………3
Product & Service……………………………………………………………………..4
Promotional Strategy…………………………………………………………………5
Price Strategy………………………………………………………………………….6
Place & Distribution……………………..……………………………………….….8
Recommendation……………………………………………………………………..9
Implementation…………………………………………………………………….....9
Conclusion……………………………………………………………………………12
Bibliography………………………………………………………………………….13
Appendix………………………………………………………………………………16
SWOT Analysis……………………………………………………………………………………..16
Porter’s Five Forces………………………………………………………………………………..17
The Ansoff Matrix………………………………………………………………………………….18

Introduction
Deciding a restaurant can be sometimes a very difficult task. What kind of food do we want? What’s on the menu? How expensive is it? Is it nearby? And many other questions that we have before going to any restaurant. OpenTable aims to give a solution to this problem by providing “a fast, efficient way to find available tables that meet the desired criteria for type of food, price and location at a specified time.” But what really makes OpenTable unique is that it allows customers to make reservations online, making it a one-stop shop for all your dining needs. The success of the business is undeniable, as OpenTable has seated over 200 million people since its launch in 1998, and it keeps growing fast as five million people now turn to OpenTable every month.
Its main product is the Electronic Reservation Book which is a touch-screen system positioned at the restaurant’s host stand to replace the traditional reservation book. It serves to manage reservations, assign tables, recognize repeat



Bibliography: Investor FAQs. (n.d.). Retrieved October 28, 2014, from http://investors.opentable.com/faq.cfm Open Table Case Study Analysis Priceline books OpenTable for 2.6bn. (2014, June 14). Retrieved October 28, 2014, from http://www.newyorktelegraph.com/index.php/sid/222889441 Wegener, J Open Table Case Study Analysis. (n.d.). Retrieved October 28, 2014, from http://www.ecommerce-digest.com/open-table-case-study.html Kooser, A Pastore, M. (2010, October 22). Is OpenTable Worth it? Retrieved October 28, 2014, from http://incanto.biz/2010/10/22/is-opentable-worth-it/ Anderson, A OpenTable (OPEN). (n.d.). Retrieved November 11, 2014, from http://www.wikinvest.com/stock/OpenTable_(OPEN) (n.d.) Incanto. (n.d.). Retrieved November 26, 2014, from http://incanto.biz/2010/10/22/is-opentable-worth-it/ OpenTable Restaurant Pay with OpenTable. (n.d.). Retrieved November 26, 2014, from http://pay.opentable.com/ OpenTable 's Success Story - Salesforce.com Wegener, J. (2009, February 3). OpenTable and Restaurant Marketing. Retrieved November 26, 2014, from http://blog.jwegener.com/2009/02/03/opentable-ipo-analysis-restaurant-marketing/ (n.d.) Randall, B. (2011, November 8). OpenTable: Trying Not to Screw Up Free Lunch. Retrieved December 2, 2014, from http://seekingalpha.com/article/309014-opentable-trying-to-not-screw-up-a-free-lunch?page=2 Miller, E

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