Title: Wynn Resort

Executive Summary

Wynn resorts, Ltd. is a premium destination world-class casinos and resorts owned and managed by Steve Wynn. It also owns and operates the Wynn Las Vegas, a casino resort that is located at 3131 Las Vegas Blvd. South, The Strip, Las Vegas, Nevada and a casino resort located in the Macau special administrative region of the People’s Republic of China.

Problem Identified

1. The expansion in China and Macau has the right to take control of the Wynn resort in the year 2017 which would be devastating to the company and would drastically reduce the company profit and Wynn Resort should be able to make a good strategy in which it’s not.

2. Maintaining the competitive advantage of Wynn Resort over it’s competitors despite the increasing number of international and domestic competitors.

Alternative Courses of Action

1. Focusing on high end customers is not just the main goal of the company but also should cater to people that belong to the middle class or middle market gamblers

2. Excellent customer service should be observed since it would be able to make the company boost their reputation and consistency in terms of customer satisfaction.

3. It would be better to lower their cost or price in order the middle class customers to gamble more often in their casino.

4. There should be a unique offering of amenities and facilities in the casino and hotel which would give them a stand out compared to other competitors, something like a trademark item or facility in which it couldn’t be copied or duplicated.

5. Regarding about the Macau, Wynn Resort, considering the number that the company holds one out of four lincenses in Macau,I assume that Wynn Resort would be able to terminate the reserves of the Chinese government to take over their property by 2017 if only they would be able to raise their competitive advantage and make their establishment more prestige and satisfying.

Methods of Analysis

1. SWOT Analysis Strength - Wynn Resorts do offer the elegance of their amenities and facilities in which their clients are high-end customers which sought for a very good customer service and should be well entertained by their staff. Although Steve Wynn doesn’t worry about the rapid increase of his competitors since he is confident that all his clients would look for Wynn Resort due to its offering and services which is high standard . He also focused on better or the best customer service in his company and provide a luxurious feel to his clients with their high demands.

Weakness - The number of potential customers that belong to the middle class is consist of a huge number of clients and Steve Wynn, barely remembers these people that would also give a chance for his company to have and increase the income of his company.

Opportunity - Since Wynn Resorts primary target is the high-end or high class customers, this would maintain their prestige and preserve their brand and would also provide a very high end name upon spreading their word just like the Ferrari , prestige comes first. Their research about people getting older would give a higher chance to be present in casinos and resorts since they have more time and money and this would also give them the chance to cater these people which sought for happiness despite the age.

Threats - The primary threat of Wynn Resort is their competitors in the industry which made them vulnerable especially about the middle class people is barely their target market but the high class. Also the culture of China is really different to their motherland which is the United States, perhaps this would also be a factor in determining what strategy to use in order for their company to be as effective as other do in China.

Recommendations

1. Wynn Resort is a prestigious establishment which gives clients the elegance and very good atmosphere at being their guests and gambling in the casino at its finest. In order to maintain their high demands, Wynn Resort should be able to increase their training in the customer service field to make it perfect and make every single client more than satisfied which would also lead to use the word of mouth direct marketing tool and these people that are in their place are very influential and has more connections to other high class person which I assume.

2. Their facilities, machines, equipments and amenities should be increased in terms of the satisfaction of their clients or make something that is not common which will make the Wynn Resort stand out to other companies and make them the only one that could ever have a specific machine or equipment that other companies don’t have.
3. Wynn Resort should also try to cater people that belong to the middle class , if they can’t stoop for the middle class, then how about for the upper middle class then. Through this, I assume that by the number of customers welcomed by Wynn Resorts, this will lead to a soaring income for the company. Providing privilege or gift certificates or somewhat like a bundle pack promo for their service.

Implementation Outline

1. Wynn Resort should empower their employees to deliver better customer service and follow the demands to their clients. Providing incentives would help and survey would be a basis of their performance that should be answered to their clients when they check out or get out from the casino. This would help determine their areas of improvement. There should also be a person in charge to keep track of their employees performance and the feedback from their clients so that they will be able to focus on their employees that need customer service improvement in order to attain a perfect 10 satisfaction to their clients.

2. Make an equipment, amenity, machine or anything that would make Wynn Resort have a very unique item that would make them famous, something like “Wynn Resort is the only Hotel and Casino to ever has this specific item in the whole world.” With that tag line, that would ring a bell to their potential clients to visit their place since they do have this unique world class item which every rich person is looking for.

3. Lowering the cost for their target market would work and increase their income. Another option is providing packages, gift certificates, promos and other discounts would be able to give a wake up call to the middle class people since this would lessen the cost for their stay in Wynn Resort.