IDine Network- New Company that is the leading provider of dining reward programs.

Essay by craterA+, February 2004

download word file, 29 pages 4.4

Executive Summary

Founded in 1984 as Transmedia Network Inc, iDine Network, Inc (IRN) is the leading provider of dining reward programs. It administers loyalty and reward programs that offer savings and rewards to members principally when they dine in the company's participating restaurants. To a lesser extend the company also markets rewards for lodging and travel, though this segment of their business is growing. Members of iDine can save up to 20% at participating restaurants and 15% at hotels. However, there are other ways to earn rewards like airline miles, loyalty "points", or cash back. At the moment there are more than 17,500 participating restaurants and hotels in the United States in which customers can earn all these rewards. iDine also has almost two and a half million people enrolled in their programs with at least one dining transaction.

In our marketing plan we will include a complete description of the company in which historical operations and recent transactions will be presented.

We will present financial reports as well. We will also present the Mission and the Goals of iDine, and how this company achieves sustainable competitive advantage.

In our situational analysis we will present an industry analysis and a company analysis. To make our case we will present a SWOT analysis that will facilitate the strategies to follow in order to fulfill the mission and achieve the goals of the company. We will also analyze the competitors as well as the customers of iDine.

In the market-product focus we will describe the marketing objectives and which segment of the market the firm is going after. We will also emphasize what makes iDine different than its competitors.

We will analyze iDine's Marketing program based on the concept of the four Ps. Product, Price, Promotion, and Placement strategy that helps iDine...