Sheikh M Rabby Quamrun Nahar Sonia Syed Asif Hossain M Tanvir Hossain Raqibul Faiaze M Ikramah

073 073 073 073 081

125 245 248 616 175

030 030 030 030 030

Background
Former Mirage Resorts Chairman Steven Wynn formed Wynn Resorts, LTD on October 25, 2002 Wynn is a publicly traded corporation that is a developer and operator of high end hotels and casinos. Currently has operations in both Las Vegas and Macau Peninsula in China The company successfully differentiated its service to high-end customer segment

Porters Five Forces Competitive Analysis

In Las Vegas . .

    

Power of buyer is very low Power of suppliers is low The threats to new entrant is low The threat of substitutes is low The competition is moderate

Porter Analysis (Cont.)

In Macau .

    

Power of buyer is low Power of supplier is moderate Threat of new entrants is moderate Threat of substitutes is low Existing rivalry is low

PEST Analysis

Political Economic Social

Technology

Licensing Requirement Stricter Visa Threats of terrorism Government restriction Volatile to change in economic cycle Increase in fuel price will lead to high airfare Growing social acceptance of gambling Social norms Technological change online gambling

SWOT Analysis
Strengths
 The expertise of Steve Wynn 30 years of experience in casino business  Strong brand appeal Luxury, high-end product, high brand value and high-end customers with differentiated services  Innovation in employee management The tip-pooling system.  Customer base Brand loyal High-end customers  Golf course in Las Vegas Owner of the only 18 hole golf course  Competitive advantage in Macau One of the 4 license holders Significant portion of land

SWOT Analysis (Cont.)

Weaknesses
   

Complete dependency on Steve Wynn Missing large customer base of middle income group Services of Wynn are non-compulsory Wynn Macau is subject to face strict rules by Macau government

Opportunities
 Relaxed laws by Macau government  Enter in new markets where more aging population Gambling becoming more socially acceptable  Target market of high-roller customers is highly dominated by Wynn  It can start business in countries where such licensing are flexible  Chinese govt. relax restrictions on travel and currency movement for Chinese

SWOT Analysis (Cont.)

Threats         Increased global and local competition strict regulations on gaming resorts Operation in Macau will expire in June, 2017 Relaxed laws opens the door for new entrants political, economic and social risks in Macau Exposed to take over by Macau government at any time Tax imposed on gaming revenue not on net income Stricter Visa and Passport requirements after 9/11

Strategy
Mission Statement
A commitment to provide an elegant environment, high quality amenities, a superior level of service and distinctive attractions for our customers.

Strategy (Cont.)
Corporate Strategy

 Creating and maintaining the brand image  Continuous promotion as a part of strategy  Positioning the company based on strong differentiation  Package its product with glitz and glamour

Strategy (Cont.)
Business Strategy

 Differentiation based on customer preference  Serving High-rollers who wants the best High Provides the feeling of exclusivity offering exclusivity, Intimacy and Privacy  Physical presence of Steve Wynn in the floor to motivate its employees  Maintain personal relationship with frequent customers

Recommendation
 Extension of license period in Macau (Competitive advantage)  Acquiring Gaming license in any other Asian Countries like Philippine or Singapore to capture the high end customers of Indonesia, Malaysia, Brunei, Thailand. (Back Up of Macau)  In the Wynn Coati they should involve lots of substitutes of entertainment like artificial beach, artificial mountain, horseracing, floating villas, etc. (To attract More Non Gaming Customers and will improve tourism industry of Macau)

Recommendation
New ideas to pamper their high end luxury customers Retain their employees also in the downturn (also a backup system of Mr. Wynn) Without neglecting Wynn Las Vegas they should give more emphasis on Wynn Macau as Macau

Recommendation
Shifting Wynn Resort s head quarter to Macau Employee Training school at Macau Opening a non gaming resort in other Asian countries preferably in China Cultural Differences

Recommendation
Backup of Steve Wynn Back Up Strategy

CONCLUSION

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