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Marketing opportunity for Crown Resorts, Australia
Crown Resorts
Marketing opportunity for Crown Resorts, Australia    
Analysis of Marketing Opportunities
Ranbir Rana    8/3/2020    
Marketing opportunity report of Crown Resorts, Australia
Assessment 2
Business goals
The business goals of Crown resorts are as follows:
1. To improve the service and facilities of its Melbourne, Perth and Aspinalls. To invest in the enhancement of visitation and management of the rising costs of Crown.
2. Completion of its Sydney resort on time and within the estimated budget. Targeting the Sydney resort to be opened by 2021.
3. Emphasizing more on technology through its growth and value creation of Crown Digital.
4. Analyzing and evaluating Crown’s other equity investment which will help to boost the performance in the future.
5. Provide the shareholders with the right to vote and with returns in the form of regular dividend.
6. Communicate effectively and engaging proactively with the community, the various stakeholders and the regulators for hotel and resort industry in which Crown operates.
7. Maintaining an optimal capital structure which stresses more on equity and less on debt.
Target customers
The target customers of Crown resorts are as follows:
1. The Australian and New Zealand people who like playing casino and try their luck in betting exchanges.
2. They want to target the people from all around the world who like to explore and play various games in their premium gaming rooms.
3. They wants to build gaming machines which are technology based automated machines and cause less harm and more enjoyment to the customers.
4. They also want to provide a cosy, comfortable and leisure based services through its deluxe resort room service facilities to the customers. Through their luxurious room services Crown wants to provide its customer a memorable experience which will also help them to develop an emotional connection with the customers.
5. They also want to target the customers who are food lovers by providing them with excellent experiences of delicious and tasty cuisines of Australia.
6. In order to provide the customers world class services and protect their customers and resorts from any kind of terrorist attacks, Crown have placed security and surveillance technology at each of its resorts to monitor suspicious behaviours.
7. Provide the customers and the visitors who want to play games as well as receive complementary goods and services in return.
Marketing/branding strategy
Crown resort wants to improve its marketing and branding strategy through the following ways:
1. Crown hold around 50% of equity share capital with Aspers Group. It is a UK based casino operator.
2. It also holds 20% share capital with the famous lifestyle hotel and restaurant brand Nobu.
3. Through its Crown-earth initiative it tries to maintain and enhance their brand through three pillars of sustainability which are people, planet and prosperity by taking projects which will help to management water, waste and energy.
4. Crown Perth accommodates more than 572000 guests in its 1200 guest rooms and is the market leader in Perth with around 81% occupancy rate.
5. For marketing and branding its events and conference rooms Crown resorts have setup Crown Aviary which is a new contemporary at the top of the Crown Tower with space for event and conferences.
6. Crown resorts retail segment provides its customers with wide ranges of fun and entertainment experiences in collaboration with Fun Lab group to provide mini golf space with a taste of pop ethnicity, Juke’s, ten rooms with the looks of 1970 karaoke rooms, four escape rooms with unique features, red herring and Crown Metropol precinct with Holey Moley which are prestigious designer brands of luxury retail outlets.
7. Crown Melbourne has three hotels which can accommodate more than 866000 guests in more than 1600 rooms and have an occupancy rate of 94%.
8. Crown resorts also partners with Australian Open and during Caulfield Cup Carnivals. It helps them to reach large number of visitor from different parts of the...