Crown Casino Nightclubs
Number of Words : 2984
Number of References : 12
#100 of 178 Nightlife in Melbourne. Therapy Nightclub. 3 reviews #102 of 178 Nightlife in Melbourne. 3 reviews #120 of 178 Nightlife in Melbourne 'Went to the Crown Casino and ran into this place.' Lagerfield Bar & Beer Garden. 1 review #133 of 178 Nightlife in Melbourne. The Atrium at Crown Crown Melbourne (also referred to as Crown Casino and Entertainment Complex) is a casino and resort located on the south bank of the Yarra River, in Melbourne, Australia. Crown Casino is a unit of Crown Limited, and the first casino of the now-international Crown brand.
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Contents
Introduction 3
Mission Statement 4
Situation Analysis 4
a. Internal environment 4
Products/Services 4
Financial Situation 5
Non-Financial situation 5
Cannels 5
b. External environment 6
Markets 6
Competitive environment 6
Economic environment 6
Demographic environment 7
Social and cultural environment: 7
Political and legal environment 7
Technological environment 7
c. SWOT analysis 7
Strengths 8
Weakness 8
Opportunities: 8
Threats: 8
d. Critical issues 8
Marketing Objectives 9
Marketing Strategies 9
a. Target markets: 9
b. Product strategies 10
c. Pricing strategies 11
d. Promotion strategies 11
Recommendations for Change 12
Implementation plan 12
References 14
Description
Crown Casino and Entertainment complex is located on the bank of river Yarra, in Melbourne, Australia. It was opened in 1997. It was moved to the current location from World Trade Centre, Melbourne, where it was operational from 1991. It offers a wide range of products and services to its customers like luxury hotels, restaurants, gambling, bars, nightclubs, movies, music shows, conference halls, interactive games, shopping, etc. Crown is known for its world class standards that it has set. There is a lot of competition from small hotels and other companies which concentrate only on one segment of the market. Crown has to come up with various strategies to beat this competition. Crown has used unique ways to promote its products and services. It has introduces offers like package services wherein customers can choose a multiple services and pay a lot lesser if they had chooses individually. Crown also has come with its Crown Gift idea which allows customers to gift their loved ones Crown package services. Crown has adopted the event-marketing strategy which allows Crown market the various events that are organized at Crown and at the same time promote its own services. Crown also has a great website designed, which provides the customers with all the necessary information that they need and also allows them to make online reservations. Crown also promotes its products by sending email notifications to the customers about the events, offers, services and other activities at Crown. The responsibility of doing this is given to the agency nextdigital. Crown also has tried to keep its gambling practices as legal as possible but there are instances where Crown has fined breaches in the Casino Control Act 1991. The author also recommends Crown to diversify geographically and concentrate on pricing.
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