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Page 1: 1-1. The Casino Industry McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved

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Page 2: 1-1. The Casino Industry McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved

The Casino Industry

McGraw-Hill/IrwinStrategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

Page 3: 1-1. The Casino Industry McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved

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The Casino IndustryIcebreaker Question

Have you ever visited a casino? If so, what did you think of it? Do you think gambling is a form of

entertainment that competes with, say, attending a sporting event or a movie or a play?

Page 4: 1-1. The Casino Industry McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved

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The Casino Industry

1. Examine the structure of the casino industry.

Page 5: 1-1. The Casino Industry McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved

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The Casino Industry

2. How are gambling companies in Las Vegas responding to the changes in the industry structure?

Page 6: 1-1. The Casino Industry McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved

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The Casino Industry

3. What has been the effect of the changing industry structure on casinos in Atlantic City?

What main threats do they face?

Page 7: 1-1. The Casino Industry McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved

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Q1. Industry Structure

SUPPLIERS BUYERS

SUBSTITUTES

POTENTIAL ENTRANTS

INDUSTRY COMPETITORS

Ample choices; low switching costs despite incentives by casinos; for families, choices available for the family entertainment dollar

Theme parks, shows, etc.

New casinos increase the fight for customers’ dollars; significant investment requirement increases rivalry; native American casinos get tax breaks; Internet gambling is unregulated and untaxed.

For traditional casinos, Internet gambling sites big threat because of low start up costs

Page 8: 1-1. The Casino Industry McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved

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Q2. Las Vegas’ Response

Project Las Vegas as destination gambling city 120,000 hotel rooms, dining choices, etc. Airline connections

Return to “sinful” past More adult-oriented entertainment “What happens in Vegas, stays in Vegas”

theme Investment

Refurbishing – new wings in existing hotels New resorts – Steve Wynn’s Wynn Resort

Page 9: 1-1. The Casino Industry McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved

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Q3. Effect on Atlantic City Casinos

Day trippers – because of location; less money to be made on hotel stay, etc.

Beach and boardwalk emphasized 2 major Native American casinos in Connecticut –

with $1.8 billion in revenues Mimic Las Vegas -- $2 billion makeover

Adding wings – Borgata’s makeover Outdoor bars