Number of Words : 2984

Crown Melbourne (also referred to as Crown Casino and Entertainment Complex) is a casino and resort located on the south bank of the Yarra River, in Melbourne, Australia. Crown Casino is a unit of Crown Limited, and the first casino of the now-international Crown brand. From March through June, Crown was forced to halt gaming activities and parts of other operations at its Melbourne and Perth locations, as government curbs were imposed to control the virus’ spread.

Number of References : 12

Popular By : Crown Casino Internal environment, Crown Casino external environment, Crown Casino SWOT analysis, Crown Casino competitive environment, Crown Casino marketing strategy, Crown Casino Business plan, Crown Casino Strategic analysis

Introduction 3
Mission Statement 4
Situation Analysis 4
a. Internal environment 4
Products/Services 4
Financial Situation 5
Non-Financial situation 5
Cannels 5
b. External environment 6
Markets 6
Competitive environment 6
Economic environment 6
Demographic environment 7
Social and cultural environment: 7
Political and legal environment 7
Technological environment 7
c. SWOT analysis 7
Strengths 8
Weakness 8
Opportunities: 8
Threats: 8
d. Critical issues 8
Marketing Objectives 9
Marketing Strategies 9
a. Target markets: 9
b. Product strategies 10
c. Pricing strategies 11
d. Promotion strategies 11
Recommendations for Change 12
Implementation plan 12
References 14

Description

Crown Casino and Entertainment complex is located on the bank of river Yarra, in Melbourne, Australia. It was opened in 1997. It was moved to the current location from World Trade Centre, Melbourne, where it was operational from 1991. It offers a wide range of products and services to its customers like luxury hotels, restaurants, gambling, bars, nightclubs, movies, music shows, conference halls, interactive games, shopping, etc. Crown is known for its world class standards that it has set. There is a lot of competition from small hotels and other companies which concentrate only on one segment of the market. Crown has to come up with various strategies to beat this competition. Crown has used unique ways to promote its products and services. It has introduces offers like package services wherein customers can choose a multiple services and pay a lot lesser if they had chooses individually. Crown also has come with its Crown Gift idea which allows customers to gift their loved ones Crown package services. Crown has adopted the event-marketing strategy which allows Crown market the various events that are organized at Crown and at the same time promote its own services. Crown also has a great website designed, which provides the customers with all the necessary information that they need and also allows them to make online reservations. Crown also promotes its products by sending email notifications to the customers about the events, offers, services and other activities at Crown. The responsibility of doing this is given to the agency nextdigital. Crown also has tried to keep its gambling practices as legal as possible but there are instances where Crown has fined breaches in the Casino Control Act 1991. The author also recommends Crown to diversify geographically and concentrate on pricing.

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Australia is the 6^th largest country on Earth and, as such, there is lots about the place which is ‘big’, including our casinos.

Most cities operate a single license policy with some states having just one casino. Queensland has the most with three casinos and two of them making our list of the five biggest in Australia.

In this guide, we take a look at the biggest and best casinos in the country and some of the stats behind why they are so popular.

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Melbourne Crown Casino

The Melbourne Crown is the jewel in Australia’s crown of casinos. Image via Flickr.

Melbourne’s aptly named Crown Casino takes the title of Australia’s biggest casino complex and, not content to stop there, is also the largest casino development in the Southern Hemisphere.

Situated on the Yarra River in the heart of Melbourne, the Crown Casino and Entertainment Complex covers an impressive area of 510,000 sq. m. The development was finished in 1997 and features three luxury hotels, several bars, restaurants and nightclubs as well as an impressive selection of high-end retail outlets.

Shops include Harrods, Prada, Bvlgari, Louis Vuitton and Hugo Boss with fine dining presented by British celebrity chef, Heston Blumenthal and the Japanese restaurateur, Nobu Matsuhisa

The venue also has a 2200 seat capacity ballroom which plays host to some prestigious functions including the Australian Formula 1 Grand Prix Ball and the TV Week Logie Awards. Kickapoo lucky eagle casino poker room.

It’s an impressive complex and proposed extensions to add a fourth tower will further increase the 1600+ room capacity. Indeed, the addition of ‘One Queensbridge’ will make the tower the tallest building in Australia at a staggering 90-storeys high.

When it comes to gaming, the Crown Casino also comes up trumps and offers some of the best table games around. As well as card, dice and wheel games, the casino also has a license for 2500 electronic gaming machines and 3500 poker machines.

There is plenty of gaming at Melbourne’s Crown Casino (laughing burlesque stars not guaranteed). Image via Crown Melbourne.

Poker is the Crown’s biggest draw to the casino and the venue is the home to the Aussie Millions tournament; the richest of its kind in the Southern Hemisphere. They also host the WSOP Asia-Pacific tournament as well as other big events.

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Poker is played in a specific gaming area situated in the basement of the Crown and the styles vary from the popular Texas Hold’em to Stud and Three Card Poker.

Traditional casino games are held across the casino with over 500 tables available including roulette, craps and blackjack. The addition of some modern favourites includes ‘Dice Duel’, ‘Nutz’ and S7reak. The Crown also has its own variations of traditional games including ‘Pontoon Pandemonium’, ‘Poker War’ and ‘Rapid Blackjack’.

Star Casino, Sydney

Offering views across Darling Harbour, the Star Sydney is right in the heart of the city. Image via Wikimedia.

The Star Casino in Sydney is located right in the heart of Pyrmont and overlooks Darling Harbour. It is part of a large complex incorporating luxury hotel accommodation, gym and swimming pool, several bars, restaurants and nightclubs. There are also several high-end retail outlets situated in the same venue.

Open 24/7, the casino itself is split across two dedicated floors. The main general admission gaming floor (on level one) has three areas, each dedicated to a different aspect of gaming. The second floor (located on the level three) serves private and VIP gaming only.

The exclusive club features several high rollers lounges which regularly entertain international guests and