Since time Harrah has enjoyed a prominent name in the gambling industry and now attempts to bring new initiatives that could allow the company to not only attract new customers but to also retain the existing ones. The company has brought the data base management as its primary focus because this will eventually give them the platform to amalgamate the information relevant to the customers, and to create individual profiles that will help in identifying their exact preferences. Harrah has to design new strategies in complement to the existing ones in order to earn a differentiating edge in the industry. The case specifically highlights the importance of understanding a “client’s worth”, as a critical determinant of company’s success. By having a satisfying experience of using marketing in the past, the company is determined to formally align its marketing with the business management strategies. Harrah is troubled by the time consuming nature that strategy implementation will take and also worries about the differences in culture and ethics that they will have to face in the future.