In this case study, you will apply the knowledge you gathered from Chapters 1, 2 and 3 to analyze an online real-estate website. Read the following case description then answer the questions that follow. Statement Zillow.com is an online, web-based real-estate site helping homeowners, buyers, sellers, renters, real-estate agents, mortgage professionals, property owners, and property managers find and share information about real-estate and mortgages. Zillow allows users to access, anonymously and free of charge, the kinds of tools and information previously reserved for real-estate professionals. Zillow recalculates home valuations for each property every day, so it can provide historical graphs on home valuations over time. In some areas, Zillow is able to display 10 years of valuation history, a value-added benefit for many of its customers. This collection of data represents an operational data warehouse for anyone visiting the website. As soon as Zillow launched its website, it immediately generated a massive amount of traffic. As the company expanded its services, the founders knew the key to its success would be the site's ability to process and manage massive amounts of data quickly, in real time. Zillow's traffic continues to grow despite the weakened real-estate market; the company is experiencing annual traffic growth of 30 percent, and about a third of all U.S. mortgage professionals visit the site in a given month. Zestimate values (Zillow's estimated market value, computed using a proprietary formula) on Zillow use data-mining features for spotting trends across property valuations. Data mining also allows the company to see how accurate Zestimate values are over time. Zillow has also built the industry's first search by monthly payment, allowing users to find homes that are for sale and rent based on a monthly payment they can afford. Along with the monthly payment search, users can also enter search criteria such as the number of bedrooms or bathrooms. Zillow also launched a new service aimed at changing the way Americans shop for mortgages. Borrowers can use Zillow's new Mortgage Marketplace to get custom loan quotes from lenders without having to give their names, addresses, phone numbers, or Social Security numbers, or field unwanted telephone calls from brokers competing for their business. Borrowers reveal their identities only after contacting the lender of their choice. The company is entering a field of established mortgage sites such as LendingTree.com and Experian Group's Lowermybills.com, which charge mortgage companies for borrower information. Zillow, which has an advertising model, says it does not plan to charge for leads. For mortgage companies, the anonymous leads come free; they can make a bid based on information provided by the borrower, such as salary, assets, credit score, and the type of loan. Lenders can browse borrower requests and see competing quotes from other brokers before making a bid. Questions 1. Suppose that Zillow gives an online e-ticket to each visitor. Upon providing the e-ticket to each department on Zillows website (i.e., inventory, sales, marketing, check-out, bidding, mortgage, etc.), the customer is able to have a continuous journey that starts with searching for a target property for rent/buy and ends with renting/buying the desired property. Read the supplemental material provided to you then, using your own words, answer the following questions:

1) Perform a SWOT analysis on Zillow as a business. Keep in mind that Zillow is as collection of, not only different departments, but also different information systems, such as various software, databases, and servers. [10 points]