Essay on Crown Casino

737 Words3 Pages
The casino industry in Australia operates under an environment of uncertainty. According to the Australian Bureau of Statistics Australia’s 13 casinos recorded a total operating loss of $288 million in 97-98. Outsiders predict a gloomy future for the casino industry in the next few years due to the reduction in international high rollers and the low level of management talent in Australia’s young casino industry.?? In this business environment Crown must implement business strategies will carry it into the next century as one of the worlds most successful casino complexes.

The Crown was set up as a multimillion-dollar establishment in order to attract international gamblers especially the Asian junket gamblers. However with the economic
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The current volatile earning figures for Crown are caused due its reliance on Asian junket gamblers. In the current business environment buyer power is high as Crown focuses on few high volume gamblers this should be reduced, as it should concentrate on a higher numbers of smaller gamblers.

The recent increases in the gambling to HDI ratio as a result of better domestic economic conditions should be exploited by Crown. In order to broaden its local market advertising campaigns to lure the suburban poker machine players towards the city and away from RSL clubs and bars should be undertaken. The recent acquisition of Crown by the media giant PBL should ensure that Crown promotions reach a wider audience through the magazine/television business with little cost.

The main issue for Crown in the future is to maintain a consistent rate of turn over in slot machines and tables. This should be achieved not only through advertising moreover by offering patrons the latest technologies and gaming programs. Once the parton numbers are increased loyalty schemes targeting the lower end of the gaming market should be under taken to maintain the flow of customers. Crown should better take advantage of it regional monopoly and reputation for offering ‘ world of entertainment’ by hiring top rating international performers. This would not only boost revenue to the Crown entertainment complex but to the casino as well.

Online gambling is luring more and
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