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Pricelinecom started out with many good ideas but some of these good ideas went badly for the company eg WebHousecom The idea of name-your-own-price is a great pitch for a business model however it cannot be used on all consumable goods That is where Jay Walker and Walker Digital went wrong The concept of business success based on convenience and savings is a good one but there are other factors that may disrupt the synergy of the two These factors include distribution urgency of need and value-added to the customers Analysis of the case has revealed that some fundamental pieces of Pricelines services marketing puzzle are missing It appears that the problem surrounding the companies of Walker Digital were not so much the business model concept but the nature of some of the services that they decided to offer Apparently they did not research the market for name-your-own gasoline price or for online grocery purchases It seems that closing down WebHousecom answers some of these questions PROBLEM The struggle that Pricelinecom has continued to battle is its ability to branch out successfully from its airlinetravel industry Its WebHouse Club business existed for only 10 months before the site was closed down Additionally Perfect Yardsale was shut down after failing to be a successful Web site venue for low-ticket cost items Since Pricelinecom has done a relatively good job of maintaining its customers loyalty it can be assumed that its marketing mix and product offering contribute to the companys success Hence the problem of Pricelinecom in terms of services marketing is that it has failed to successfully interactively market its other Web sites causing premature closure of these ventures Pricelinecom needs to recognize the appropriate product mix such that the company can remain profitable and maintain its consumer base KEY ISSUES AND ASSUMPTIONS Gaps in service quality contributed to the closing of WebHouse Club and Perfect Yardsale The unmet expectations of consumers and the
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