Wynn Resorts Case Study

Renaissance Hotels and Resorts: Target market: Quality-tier full-service brand providing guests with the ambiance of

2008 brought some problems for MGM. On October 29th of that year, MGM reported a sixty-seven percent plunge in third-quarter earnings, due mostly in part to lagging revenues from its Las Vegas properties. On that same day, MGM decided to halt a five million dollar Atlantic City project which was to be built on land next to Borgata Hotel and Casino. Shortly after this announcement, New Jersey gambling regulators were set to deny MGM's suitability to operate casinos in New Jersey. This was due mainly in part to their partner, Pansy Ho, who New Jersey regulators believed could not operate independently of her father, Stanley Ho. This forced MGM to sell their New Jersey property, Borgata Hotel and Casino, which was a highly profitable piece of business. Finally, at the end of 2008, MGM decided to sell its Las Vegas Treasure Island property. Around the same time, MGM also introduced Jim Murren as their new CEO. Murren was behind many of the major acquisitions that helped transform MGM and had been repeatedly honored as the gaming and lodging industry's top CFO by Institutional Investor magazine. This promotion came at an important time as MGM had fallen on some hard times.

The story of this company begins in 1967 when a man operating under the International Leisure Company, by the name of Kirk Kerkorian buys The Flamingo casino and starts constructing The International Casino, all in Las Vegas Nevada. Two years later The International opens as the largest hotel in the world with 1,500 rooms. In 1971 the International Leisure company is bought out by Hilton, becoming the Las Vegas Hilton and Flamingo Hilton. In 1973 Kirk had not yet had enough and built the MGM Grand which became the newest hotel to feature the award of largest in the world. It had an astonishing 2,100 rooms. Between 1978 and 1979 MGM Grand Reno Nevada opens and a discard of plans to build an MGM Grand Atlantic City occurs.

It is easy to see that the text in this add strongly supports the authors credibility and character, otherwise known as ethos. The text describes the amenities of the hotel with many adjectives that suggest the MGM Grand is a top notch place to stay. The pictures also go along with the text to give the readers a better idea and actual picture of what they can expect at the hotel. You will not just get a regular continental breakfast, but you will have gourmet cuisine and fine dining. You should not just expect a mint on your pillow; they have luxurious accommodations for the whole family; such as luxurious suites. The MGM has more than just one pool. It has a 6.6 acre Grand Pool Complex. The use of these adjectives tells the reader that this is not just some normal hotel; it is the cream of the crop.

Marriott is renowned for its elegant and comfortable hotels and resorts. The company caters to a targeted customer base, ranging from the frequent corporate business traveler to the family enjoying their occasional weekend get-away. Marriott has continued its rise in the lodging, contract services, and restaurant industries. The company continuously strives to meet the needs and wants of its customers while strategically maneuvering the rigors of today’s competitive and ever-evolving market of glamorous destinations and convenient services. In order to remain relevant in a highly-competitive environment, Marriott must strike that successful balance of minimizing costs, and gaining and effectively

Customers are the backbone of every business which is why building a solid relationship is essential to the success of every business. In order to remain competitive companies must be able to meet the needs and wants of their customers. With new hotels and casinos on the rise in the Caribbean, the hotels and casinos operated under Diamond Cluster Entertainment are struggling to remain competitive. Their competitors are making themselves known via social media and other online marketing strategies. This company is ignoring the importance of social media which is why they are struggling to remain competitive and build a solid relationship with their loyal customers. Their competitors are also investing in loyalty programs that offer customers free rooms, room upgrades, casino credits, and other perks.

As we discussed in class, every business is faced with these issues and they are important to managers making strategic decisions. One of the first things learned about business is that if there is no demand for a good or service, the firm that provides it will not continue to exist. Over time the hotel industry has continued to change with market conditions and make itself attractive to business

Strengths: - it is told in the background of the company that the Holiday Inn brand is a firmly established hotel and industry leader in hospitality. Holiday Inn vary its range of products ,expanding its operations rapidly in the high end, business and middle classes in their product

Wynn Resorts, led by the romantic and visionary leader Steve Wynn, is a leader in the gaming and casinos industry. Following its mission statement of, “A commitment to providing an elegant environment, high-quality amenities, a superior level of service and distinctive attractions for our customers,” the company is well known for its luxury and excellence. Some major competitors in the Industry are MGM Mirage and Trump Entertainment Resorts. Fortune Magazine said that ”Wynn, which also led casino resort operators in 2009, ranked second in the hotel, casino and resort category for innovation and number 3 for people management, quality of management and quality of its products and services.” Wynn Resorts management strategy is that of focused differentiation. They create products and services that are unique and valued in which customers will pay a premium and they focus on an upper class segment. The company does well in management or in parenting, by using the experience of the corporate office and the support of the corporate office. Wynn Resorts does an excellent job in branding and is a big part of the company’s core competencies.

In the early 1930s, gambling was legalized throughout the state of Nevada and casinos began to flourish (Dunstan, 1997). The economic growth in Nevada, especially the city of Las Vegas, has improved tremendously by the creation of casinos. Many people were employed since the operation of casinos requires a huge amount of labor, skill, and expertise. In addition, local retail sales also increased from casinos when gamblers visit the stores to spend their winnings on various items and products (Garrett, 2003). As a result, many state governments began to legalize casinos in order to boost their economies and increase employment. As of today, there are roughly 1500 casinos in the United States and they generate almost 65 billion dollars in revenue (“Facts on U.S Casinos” 2013). However, casinos use immoral methods to achieve this incredible feat of big profit with few government interventions. While the city of Las Vegas becomes more prosperous than before, many citizens lose their fortunes or even lives by the immoral business practices implemented by the casinos. Even though the

Marriott International envisions itself to be the world’s lodging leader. Its mission is to provide the best possible lodging services experience to customers who vary in backgrounds, language, tradition, religion and cultures all around the world. Marriot is committed to environmental preservation through using environment-friendly technology and engages in social responsibility and community engagement.  We value our shareholder’s so we will only take steps that will ensure our growth. Most importantly, through our “spirit to serve”, we emphasize the importance of Marriott’s people and recognize the value they bring to the organization’s growth and success. It aims to increase revenues by 9% every year, to increase

MGM Mirage is one of the largest gaming industries in the United States and specifically Las Vegas, Nevada. The two people responsible for the start of this empire are Kirk Kerkorian and Steven Wynn. Kirk Kerkorian opened up the first MGM Grand in Las Vegas, Nevada in 1973. Steven Wynn moved to Las Vegas in 1967 and after investing in land on the strip he later opened up the Mirage, followed by Treasure Island and the Bellagio. The MGM Mirage was created during the merger in 2000, and Steven Wynn is no longer affiliated with this company. Since this merger, MGM Mirage has grown and acquired numerous other properties. Currently MGM Mirage acts as a holding company and conducts operation

The 5 star Wynn Las Vegas hotel is located on the Las Vegas Strip, with each room features two double pillow-topped beds, a marble bath, separate shower and water closet. Each room has floor to ceiling windows with views of either the Wynn golf course or the Las Vegas Strip. Wi-Fi, a safe, temperature control, iPod/iPhone docking stations and video-on-demand are also available for all rooms.

To remain profitable, hotels must operate with around 65-70% capacity . Due to seasonality, political and economic events, some hotels are finding it difficult to maintain profitable occupancy levels and have started to provide services along multiple levels within the industry's

Wynn Resorts Limited (Wynn) is high-end developer and operator of resort-style casinos. Wynn offers hotel rooms and suites, gambling, fine-dining, spas, and boutiques. Founded in 2002 by American business magnate Steve Wynn, the company currently has two locations in Las Vegas, Nevada and two locations Macau, China. In 2016, Wynn plans to open Wynn Palace, a 1,700 room hotel and casino in Macau. The company is publicly traded on the NASDAQ Global Select Market under the ticker symbol WYNN.