Crown Perth resort is located in Burswood, Western Australia. Proposal of the resort was suggested by the Western Australian government in 1984 after the suggestion made by Dallas Dempster. Dallas Dempster being a Perth businessman, suggested the casino complex. Later in 1985, the Australian government approved the proposal. The opening of the resort took place on 30 December 1985. In 1985, it was the largest casino in Australia and third largest casino in the world. Earlier it was known as, Burswood island casino. Later the hotel was sold to Brisney Pty Ltd. The resort was reinvented and several improvisations were made. Currently, the executive chair, James Packer, announced the name “Crown Perth” of the hotel. Several arrangements were made to reinvent the resort and a large budget was provided for the deed. After the renovations in 2016, the hotel capacity was extended to 1200 rooms along with that the Australian western government also backed the bid for increasing the poker machines and the gaming tables. Crown Perth resort consist of, two ballrooms, convention Centre, meeting rooms, and casino and theatre etcetera. Nightclub along with recreational facility is also present in this following resort.
Crown Perth is a resort and casino complex. Crown Perth is one of the renowned names in the hospitality industry. It is most famous for its casino complex. The most attractive features of crown Perth are, 32 restraints and bar, 24- hour casino, spa, nightclub, 2,300 seat theatre, crown promenade with 291 rooms and Crown Metropolis Perth with 397 luxury (Crownperth 2018). All these features make the crown Perth one of the best hospitality commodity in this sector.
Crown Perth comes under the hospitality industry, although it is a broad term to describe. But the services of crown Perth includes many brilliant features such as Spa, nightclubs, resorts, casino, restraints, bars, theatres and many more. Crown Perth industry depends on the services of several groups like HR, maintenance groups, employees, other workers etcetera. All these are building the block of this industry (Crownperth 2018). Services of these people are what make it whole. Another thing, which determines the growth of this industry, is tourism and travels. Most of the tourist come here to experience the luxury life and half of the others come to enjoy the best casino in Australia. All these factors are equally responsible for the success of this industry.
General environment analysis such as political, economic, social, technological, environmental, demographical, and global factors of this industry are mentioned below.
Political factor- All these general factors play a major role in the industry life. Such as political factors have a direct and major effect on the hospitality industry (Kecmanovic, Galliers, Henfridsson, Newell and Vidgen, 2014). Due to continuously changing policies or government regimes or the international policies, the tourism sector gets affected. Tourism and travel sector determines the growth of the hospitality sector and if there is any change in this factor then the hospitality industry gets affected automatically which will eventually affect crown Perth.
Economy factor- Another factor is economy, which is a major factor behind the growth and reduction of the tourism. Strong economy indicates that the hotel demands would be strong and they can reap the benefit from the current situations. The difficulties in the Australian economy plays a major role in the crown Perth’s business. Great Economy can be a blessing in disguise.
Social factor- Social and cultural factors can also affect the tourism industry in one way or another (Alamri, Almutiri, Ballahmar and Zafar, 2016). The main point of this hospitality industry is to take care of the customer’s requirement and preferences and it would be great if the industry is able to fulfill the customer’s requirement. The customers try to find the best place to stay which can match their culture and society. Therefore it is an essential part of the hospitality industry to focus more on this feature.
Technological factor- Technological factors have been bliss in the modern era. With new Technology, Crown Perth has been able to entertain its guests with the best services possible, providing them with the new and advanced facilities. The crown of Perth makes every possible effort to provide their customers with the best services possible. Technology helps the hotel staff to stay connected with the customers and therefore the customers find this thing a great relief to order whatever services they require at any time (Fleisher and Bensoussan, 2015). In addition, because of this they will find it more comfortable and choose to stay in the same place repeatedly due to its better services.
Demographic factor- Crown Perth is situated near the Swan River which gives it the perfect demographic location. The demographic plays a major role for the customers when it comes to choosing the perfect hospitality industry. Due to the perfect locations, most of the customers are even ready to pay double the initial amount, therefore, it gives a great advantage to the Crown Perth.
Global factor- Global market gives a tough competition to Crown Perth, although crown Perth is one of the top casinos it still requires strong strategies. The hospitality industry is growing day by day, which means more competition. In addition, to overcome the competition, different companies like, discounts, low price strategies, gifts etcetera, are using different strategies (Zhong, Li, Xu and Ma, 2017). For some, it is a great opportunity to attract more customers but for others, it can be difficult to provide services at low prices.
To analyze the industry environment of the Crown Perth, Porter’s five forces are the best approach and is mentioned below.
A threat of new entrants- Crown Perth is one of the top casinos in Western Australia and with one of its luxury branch that is crown Melbourne, it leads the hospitality industry over there. New entrants, who wish to enter this market, would have to make a great investment and large capital in order to give a competition to crown Perth (Fleisher and Bensoussan, 2015).
Bargaining power of suppliers-, Suppliers do not possess a strong bargaining power in this industry. A lot of labor is required to do the work and run the business that is why hotel staff are the main in charge. They can negotiate their pay format or even resign.
Bargaining power of the customers-, Customers tend to have a great bargaining power because of the increasing competition (Jenkins and Williamson, 2015). It depends on a few factors, for instance, the rival restaurant chain of crown Perth have a large number of restaurants at the different location, therefore, the bargaining power of customers increases because of the comparison made by the customers.
A threat of substitutes- Some food chains like Subway, McDonald's etcetera can be a threat to crown Perth restaurants because of their reasonable price and standard services (Galliers and Leidner, 2014). They do not even need high capital or large investment except an acceptable environment or location according to the consumers. Because of such a food franchise, the threat of substitute is high.
A degree of rivalry- Degree of rivalry is high in this industry because the customers can change the place as per their inconvenience anytime. It might even lead to low prices, promotions rivalries etcetera in order to attract more customers (Fleisher and Bensoussan, 2015). Although Crown Perth is one of the renowned restaurant chains in Western Australia, therefore, it is quite difficult to overtake such industry.
Crown Perth resort comprises of casinos, restaurants, function rooms, theatres, entertainment facilities, and hotels etcetera. The location of the Crown Perth is amazing which is situated on an island near the swan river (Crownperth 2018). The location itself is a great competitive advantage. It possesses over 500 poker machines and 135 gaming tables, which makes it more exquisite. Crown Perth follows a strong strategy of serving the customers with the best services possible, which makes it a great place. Another place like Hyatt, Duxton hotel, Parmelia Hilton etcetera gives a great competition to crow Perth but the Crown Metropol Perth is one of the top luxury hotels and easily manage the competition.
Opportunities and threats
Due to its amazing location and better services, crown Perth is still a leading restaurant chain in Western Australia. Its ability to accept different culture is the main opportunity to attract more customers.
More food chains and restaurants have started to provide standard services at low prices, which can be a threat for the following hotel (Hill, Jones and Schilling, 2014). Another threat is increasing the level of competition among the different hotel chains in Western Australia.
Tangible and intangible resources
Tangible resources of crown Perth- Crown Perth resort is one of the top leading restaurants and casino in Western Australia. The resort has around 32 restaurants and bars. The main 3 hotels featured by the crown Perth are, Crown Metropol Perth with 395 rooms, crown promenade Perth with 291 rooms and crown towers Perth with 480 luxury rooms. The total number of rooms are around or over 1200. Seating capacity in crown theatre Perth is 2300, 1800 in the grand ballroom of crown Perth and 830 in the astral. The cost is around $200 million. In crown Melbourne, around 500 table games and 2500 gaming machines are present. Crown Melbourne has 7350 sq. meters of conference facilities. Crown Perth has 20,000 seat crown Perth dome with grand crown Perth theatre.
Intangible resources- Crown Perth has few patents of games and casino facilities in its name. crown Perth is the leading brand in the casino sector with around more than 500 gaming machines and over 150 gaming tables, which makes it better than any other casino in Western Australia. It is known for its 20,000 seat Perth crown dorm and large capacity theatre in the crown Perth hotel (Richardson, Chang and Smith, 2014). The grand ballroom is one of the great features of the Crown Perth.
Crown Perth runs a chain of hotels, restaurants, casinos, bars, and nightclubs. It has around 32 restaurants and 3 main featured hotels. It is known because of its casinos and the large capacity of them (Pearlson, Saunders and Galletta, 2016). Around 500 gaming machines and 150 poker game tables are there which makes crown Perth casino a great place for the casino lovers. Other great facilities like grand ballroom, grand theatre in the hotels of a crown part are its great specialty. Crown Perth even provides spa and relaxation services at the hotels. With a large number of a luxury room, it provides different choices to the customers. Customers can choose the place to stay according to the location they like (Romero, Usart and Ott, 2015). Each hotel and restaurants are situated in a beautiful location according to the geographical point of view, which provides term with great demographics. Since this hotel and restaurants are already leading, it gives a great competition to other hotels nearby. Staff employees at crown Perth are also loyal, they make sure that the customer is comfortable and is provided with everything needed by him or her. Crown Perth leads the hospitality industry with great services and functionalities (Gamero and Azorín, 2016).
Core competency analysis
Crown Perth is passionate towards its business and all the employees set their heart on what they do. They create a positive environment and provide the customer with the best services possible. Crown Perth is persistent to maintain the brand’s name and inspires each staff member to do. All these qualities meet with the Purposeful leadership test for the core competency (Romney and Steinbart, 2009). Since crown, Perth is operating the business with a clear vision and set of values.
Crown Perth with its best services and functionalities is trying to provide the customers with all the comfort possible. They are true to their services and deliver as promised to the customers in every way possible. Crown Perth embrace all the promises made to their customers and try their best to keep them (Pearlson, Saunders and Galletta, 2016). This quality of embracing the promises and delivering all the promises made on the brand is an amazing quality of the Crown Perth. This is what makes crown Perth different from other hotels and resorts. The capability to deliver all the promises meets with the test of Compelling brand values for core competency (Wheelen, Hunger, Hoffman and Bamford, 2017).
Staff members at crown Perth are very dedicated to their work and give their best while working. Higher authority or top-level management make sure that the employees are informed about all the situations happening in or around the crown Perth. To motivate and inspire the employees, the managers organize a pep talk and group meetings frequently. Staff members are involved in each decision to make sure that no one feels left out and they work as a community (Galliers and Leidner, 2014). Because of the frequent involvement, the employees learn so many things and look up to them and get motivated and also properly instructed. This strategy involves the employees in with the aim of the industry and therefore this capability meets the test of Employee Engagement (Laudon and Laudon, 2015).
At crown Perth, the customers are very well taken care of and given every comfort possible with the best services (Cassidy, 2016). Rooms are designed according to the needs of the customers. Large capacity dorms and theatres allow the customers to infuse their insight across the crown Perth. This ability meets the test of customer connectedness for the core competencies in an organization.
Crown Perth is already doing great in its field but there are several places where improvisation is needed. Crown Perth focuses on making the customer’s journey wonderful but it can be enhanced by properly acting on the feedback given by the customers and immediately responding to them and improving the facilities according to their requirements and needs in the place. More technology features can be added in the hotel facilities to make the experience more amazing for the customers like separate rooms for pep talk and meditation, even addition of library for the tourists can also be a wonderful idea and will attract more tourist and allow them to make their journey easy and comfortable. The hotel managers can keep a track of the performance level of the employees, after some time compare the progress level of the employee with the previous one, and then make a decision based on that. Crown Perth can make additional changes like providing bonuses to the employees for affecting the guest survey in a positive manner. The employees can be financially rewarded on to satisfy the needs of the customer. In this way, the staff will be more guest-centric and will try to provide the best services to the customers. This will also enhance the goodwill of the brand name. another way to attract more customers for the crown Perth can be providing few discounts or giving some gifts to the guests while checking in or out. This way the customers will feel more connected with the organization and the organization can achieve more success.
After summing up the above presented analysis it has been inferred that Crown Perth is a resort and casino situated in western part of Australia. It is one of the tops leading casino and hotel chain in Australia with its better services and functionalities. The above report consists of industry and business analysis of the Crown Perth which is a resort and casino situated in Western Australia. In the earlier segment, it has been explained that the Crown Perth is a hospitality industry. All the assets and services provided by the crown Perth are also mentioned. This report also composed of PESTEL analysis of the crown Perth along with other industry’s general environment factors like demographic factors and global factors. This report mainly focuses on the business background and its analysis along with all the minute details possible. Later in this report, the tangible and intangible resources are also described. It contains all the tangible resources like assets that are physically possessed by the crown Perth etcetera. Competitive analysis of crown Perth shows the rivalries and market analysis according to the competitive point of view. Another section analyzes the market condition of the Crown Perth and shows its position in the hospitality market. This report also put a limelight on the hospitality industry and the economic condition of the industry in the market. Porter’s 5 forces are also mentioned to describe the industry environment. Opportunities and threats related to the crown Perth likes, increasing competition, and popular brand name etcetera. Core competitive analysis and recommendations to handle the situation are also mentioned in the report.
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