Essay on Atlantic City Casino Case

1282 Words Nov 1st, 2014 6 Pages
1.

STEPS IN THE VALUE CHAIN
ACTIVITIES AT EACH STEP IN THE VALUE CHAIN: WITHOUT THEME PARK
ACTIVITIES AT EACH STEP IN THE VALUE CHAIN: WITH THEME PARK
DIFFERENCE ; STRATEGIC ISSUES

Step 1: Advertising and general promotion
Advertising focused on traditional media locations; mostly local, and targeted to those who live within 150 miles, and are middle aged or older. Advertising emphasizes mostly new attractions to draw old and new visitors.
Advertising and promotion focused on a younger audience, those with kids, promotions for families with kids stay free etc...
The focus should be to middle-aged visitors as well who have more leisure-time and willing to stay longer. Difference in the amount of advertising and promotion,
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Does management have the ability to manage a theme park; can it acquire this expertise? Are there other theme parks in the area which would compete with this one?
Step 6: Special Re-opening Promotions While this won’t be a “reopening” promotion, with added entertainment offer promotions such as free appetizers, $20 free (10 free spins), live poker tournaments, customer of the night Offer theme park promotions: member cards with enough points will receive a free. 1 night stay free theme park admissions; Free admission for all children. As promotion type differs, so will the target audience. Must be sure the advertisements reach the correct audience to bring traffic.

The value chain analysis above can be used to help understand the strategic issues in the choice facing Atlantic City Casinos. Perhaps noting the increase in the number of visitors coming by bus (and not staying overnight), casino management is looking for ways to attract a different audience who will also use the hotel. If the theme park is successful, it will provide the needed new audienceparents with children who will use the hotel. Of course, there are a number of related questions. For example, how many parents will be willing to bring their children to a theme park which is based on a casino? The benefit of the value chain for management analysis is that it helps to show how

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