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Circus Circus Enterprise, Inc

Circus Circus Enterprise, Inc. Presented By: Warren Caruso Karen Higgins Barbara Morley Wade Willett. Environment. Political values 1931 Gaming becomes legal in Nevada U.S. Government Bolder Dam- Air Force Base History Flamigo Hotel and Resort Howard Hughes. Image . Mob Town

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Circus Circus Enterprise, Inc

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  1. Circus Circus Enterprise, Inc Presented By: Warren Caruso Karen Higgins Barbara Morley Wade Willett

  2. Environment • Political values • 1931 Gaming becomes legal in Nevada • U.S. Government • Bolder Dam- Air Force Base • History • Flamigo Hotel and Resort • Howard Hughes

  3. Image • Mob Town • Wild West • Convention • Family

  4. Las Vegas Marketing Strategy

  5. Location of Casinos

  6. Mandalay Group • Properties • Circus Circus • Luxor • Excalibur • Monte Carlo • Mandalay Bay • Silver City and Slots of Fun • Other

  7. Hotel Rooms • Properties Hotel Rooms Gaming Space • Mandalay Bay 3700 130,000 square ft • Circus Circus 3744 109,000 • Luxor 4425 120,000 • Excalibur 4008 110,000 • Monte Carlo 3002 90,000 • Silver City/ ------ 35,000 Slots of Fun

  8. Economic Trends • 9/11 • Discretionary funds • Economic down turns • Strong European markets • Upswing in Asian Market

  9. Firm • Competition 19971996 StarWood/ITT NA 6,597.0 Hilton Hotels 5316.0 3940.0 Harrah’s 1619.0 1586.0 Mirage Resorts 1546.0 1358.3 Circus Circus 1354.4 1247.0 Trump Hotel 1399.3 976.3 MGM Grand 827.5 804.8 Aztar 782.3 777.5 Int.Game Tech 743.9 733.5

  10. Unique Marketing Techniques • Clocks • Windows • Entrances • Colors • Sounds • Comp Cards

  11. Mandalay Mile • Convention Center • Excalibur • Luxor • Mandalay Bay • Mall

  12. SWOT Analysis Strengths • Location along the strip --Value of the real estate --First location to be seen when entering from highway 15 • Good Cash Flow • Major Renovations --Were completed with internally generated revenue • Large number of hotel rooms • Solid reputation --From providing first class entertainment experience • Diversity --Percentage of other properties with major players (Hyatt, Mirage) • Well situated financially to launch new ventures • Successful marketing strategy • Good Historical data

  13. SWOT Analysis Weaknesses • Known as the bargain basement deal • Properties are not tied together-No brand loyalty • No reward system for repeat customers • Web Presence is weak --Not customer friendly • Marketing Strategy will need to change (unknown) --Attract upscale patrons • Lack of Convention Space • No universal governing agency • Financial position is set up for hostile take over

  14. SWOT Analysis Opportunities • Web Site improvements --Easy and low costs • Computer systems developed for real time reservations of all properties • Customer reward system for repeat business • New markets --Women --Seniors --International --Web visitors • Mergers/Buyouts/ Alliances • Convention Business

  15. SWOT Analysis Threats • Legal issues • Other major players • Price wars with other major players • Social and Cultural environmental changes --Prostitution --Drugs • Product modifications (digital)

  16. Problems Primary Problems • Image • Brand name loyalty • Need new market --Ongoing need to evolve for new changes • Joint ventures created large competition players • Website Secondary Problems • 9/11 • Native Americans

  17. Alternatives for Solving Problems Alternatives • Brand Name Loyalty --Combine Names • Website --Create a website to attract customers

  18. Alternatives for Solving Problems • New Market --Women --Attract senior citizens for new market --International travelers --Convention business • Merger with Mirage

  19. Alternatives for Solving Problems • Renovation -Tear down Circus Circus-Las Vegas • Group Summary

  20. Any Questions? Thank you for your attention

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