1. INTRODUCTION
Background and marketing positioning of The Venetian Macao. This project will be about this largest casino in the world at 500,000 sq ft (46,000 m2). The Venetian Macao is a Renaissance Venice-themed luxury hotel and casino resort in Macau, China owned by the Las Vegas Sands corporation. The Venetian is a 40-story, .4 billion anchor for the 7 resort hotels which are under construction on the reclaimed Cotai Strip in Macau. The 10,500,000-square-foot (980,000 m2) Venetian Macao is modeled on its sister casino resort – the The Venetian in Las Vegas – and is the largest single structure hotel building in Asia and the third-largest building in the world.
The main hotel tower was finished in July 2007 and the resort officially opened on August 28, 2007. The resort has 3000 suites, 1,200,000 square feet (111,000 m2) of convention space, 1,600,000 square feet (149,000 m2) of retail, 550,000 square feet (51,000 m2) of casino space – largest in the world – with 3400 slot machines and 800 gambling tables and a 15,000 seat arena for entertainment/sports events.
Spurred by gaming revenue, the city’s GDP growth for the year will exceed 20%, according to government projections. Macau’s tourism industry is growing so fast – 26 million visitors are expected this year, and 30 million in 2008 – that the city’s transport network has reached a breaking point.
2. FOCUS OF THE STUDY
2.1. Case study topic
This topic studies the strategies employed by The Venetian Macao, in particular their marketing, operations and strategy, and develops recommendations for further enhancement. In this project, I will provide an analysis on the marketing strategy based on their segmentation, targets and positioning as well as the types of marketing strategies developed and used by The Venetian and explaining how it has contributed to the growing visitors and increasing profits. After which, details about on how effective implementation of strategic management and operations worked hand in hand with strategic marketing to achieve the corporate mission and objectives.
2.2. Objectives of this case study
This project study aims to examine how well I can apply the knowledge I have learned from some of my BBA studies and integrate them to provide details / knowledge and basis for recommendation to management who read this project case study.
The references accessed as far include :
‘The Cotai Strip’ viewed on 9 Sept 2008,
http://en.wikipedia.org/wiki/Cotai_Strip
‘The Venetian Macao’
http://en.wikipedia.org/wiki/The_Venetian_Macao
‘Air Macau gambles on tourism boost’
http://www.travelweeklyweb.com/article-5095-airmacaugamblesontourismboost-TravelWeekly.html
‘The Venetian Arena’
http://www.macaukiosk.com/Venetian-Arena.php
‘Macau Government Tourist Office’
http://www.macautourism.gov.mo/en/
‘Macau Casino lays claim to be the world’s largest’
http://www.turkishpress.com/news.asp?id=138963
‘Las Vegas Sands to open Casino in Macau’
http://www.casinoredvegas.com/news/las_vegas_sands_to_open_ca.html
‘Macau becomes world’s top casino draws’
http://sg.biz.yahoo.com/061025/1/44aca.html
‘Macau Grand Prix’
http://www.macau.grandprix.gov.mo/gp/55/news.php?kind=gp55&lang=en
Key areas that I will focus on are :
Strategic Marketing :
· Business strategy planning : SWOT analysis; implementation of strategies; marketing mix/tools (business level strategy); internal marketing and building customer loyalty
Strategic Management Principles and Practice :
· Macro-environment : 5 forces framework; SWOT analysis; strategic capabilities and leadership approaches
Strategic Operations :
· Operations strategies; corporate strategy, business strategy and functional strategy (human resources management; process design in terms of Speed, Quality, Reliability/Dependability, Flexibility and Costs)
· Operation improvement strategies; bottom up perspectives, market requirements, order winning factor, qualifying factors, operation resources capabilities
3. EXPECTED OUTCOME AND SCHEDULE
3.1. Outcomes to Achieve
To put what I have learned from my BBA course into practice, together with my research data / information into this project. At the end of the day, readers who read my project should understand and gain knowledge and/or information regarding The Venetian Macao and how strategic management and marketing strategy assist them to successfully operate this world’s largest casino in the integrated resort capital of Asia, Macau.
3.2. Intended Table of Contents of Project II
Introduction : Explains the focus of the case study; it comprises the introduction of The Cotai Strip and The Venetian Macao; the methods and sources used to collect data;
Orientation : origins of The Venetian Macao; how it became involved; what it did; why the focus is important to them; benefits of casinos to Macau’s economy and tourism.
Key activities, processes and events of The Venetian Macao : Strategic marketing; strategic management and operations.
Key learnings :
Conclusion :
3.3. Planned Schedule : Approximately 6 weeks
4. PLANNED METHODOLOGY
4.1. Primary data – interviews with personal friends who travel frequently to Macau for business and leisure
4.2.Secondary data
· newspaper articles
· web-based case reports about Macau, The Cotai Strip, The Venetian Macao, Sands, and Macau tourism
· Published case studies (books or journal articles)
5. SIGNIFICANCE OF THE STUDY
6. CONCLUSION
Credit:ivythesis.typepad.com
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