1. One-to-one marketing on the Internet How can SAS establish a relationship that binds the business customers closer to the company by individualized interaction on the Internet

2. The methodology Preliminary study - Literature review Focus groups with EBS/EBG In-depth interviews with EBG

3. The research questions 1. Is the Internet an efficient tool for building customer relations? 2. Are today’s customer relationship depending on “neutral” travel agencies? 3. Will a traditional communication strategy resolve in a binding relationship on the Internet?

4. The results Related to SAS core product Positive customer relations Customer service declined

5. Our recommendation Differentiate the segmentation further – Identify frequency and customer life cycle – Identify individual travel pattern

6. Our recommendation Launching a more complete service online – Full ordering availability – Rapid customer response on the Internet – Continue online product development

7. Our recommendation Develop cutting edge competitive advantages – Enabling online CVC communities online – Utilize GUI in every communication channel – Integrate the Internet into different strategic business unit

8. Our recommendation Differentiate the segmentation further Launching a more complete service online Develop cutting edge competitive advantages