Unfortunately, I do not have detailed spa information for Marina Bay Sands and Resorts World Genting. In general, large integrated resorts would have sizeable spas offering a variety of treatments.

1. The Hong Kong Polytechnic University
School of Hotel and Tourism Management
HTM3012 Resort and Spa Hotel Management
Analysis of Casino Resorts
SEM004 GROUP 5 (MON 1630-1720)
LEE Po Shan Bobo (09364485D) CHENG Yui Lung Uno (09182851D)
MOK Yuen Ling Carrie(10605383D) CHEUNG Chung Yin Samuel (09116307D)

2. PRESENTATION AGENDA
";=EALIOH> !H;FSMCM &;=CFCNC?M @IL ';G<F?LM ;H>
)HNLI>O=NCIH ;H> 3?F?=N?> .IHr';G<F?LM
#;MCHIM 0LIGINCIH ;H> !>P?LNCMCHA
#;MCHIM ";=EALIOH>M ;H>
)G;A?M )HN?AL;N?> !H;FSMCM
,I=;NCIH #IGJ?NCNCP? !>P;HN;A?M
4L;HMJILN;NCIH /JJILNOHCNC?M !H;FSMCM
)H@L;MNLO=NOL? I@ 7?;EH?MM?M !H;FSMCM
L?MJ?=NCP? =CNC?M #IH=FOMCIH
4;LA?N #OMNIG?LM 2?=IGG?H>;NCIHM

3. INTRODUCTION AND SELECTED CASINOS
Objective
4I =IGJ;L? ;H> ;H;FST? W >C@@?L?HN =;MCHI
L?MILNM CH >C@@?L?HN !MC;H =CNC?M CH IL>?L NI
=L?;N? ; =F?;L?L JC=NOL? I@ NB? >?P?FIJG?HN I@
=;MCHI L?MILN CH>OMNLS CH NB? 0;=C@C= 2?ACIH
4I G;E? L?=IGG?H>;NCIHM @IL NBL?? =;MCHI
L?MILNM CH IL>?L NI ?HB;H=? NB?L? =IGJ?NCNCP?
?>A?

4. Examine 3 Casino-Resorts
within the Asian Pacific Region
Reasons
&?Q MNO>C?M =IP?L !MC;H Grand Lisboa
Macau
';GCHA )H>OMNLS
-IMN A;GCHA MNO>C?M ;L? 53r Macau
<;M?> ((MOm V^^Z) Resort World
)HN?HMCP? ;H> @;MN J;=? Genting Malaysia
>?P?FIJG?HN CH !MC;H 0;=C@C=
2?ACIH
Singapore
#IGJ?NCHA =;MCHIrL?MILNM Marina Bay
-;HS OJr=IGCHA =;MCHIM CH NB?
Sands Singapore
L?ACIH
Asia-Pacific Gaming

5. Background Grand Lisboa Macau
%MN;<FCMB?> CH V^^
4B? @CLMN “[rMN;L” BIN?F CH -;=;O
6CMCIHn
NI >?FCP?L OFNCG;N? FOROLS NI IOL AO?MNM ;H>
NI <? IH? I@ !MC;'M @CH?MN =;MCHI BIN?FM
"?FIHAM NI 3I=C?>;>? >? *IAIM >? -;=;O
(3*-)
/QH?Ln 3N;HF?S (I ;H> BCM @;GCFS
! JCIH??L ;H> F?;>?L CH -;=;O’M A;GCHA CH>OMNLS
! MO==?MM@OF ?R;GJF? I@ NL;HM@ILGCHA <OMCH?MM @LIG =;MCHI NI =;MCHIr
L?MILN
)NM <OMCH?MM?M ;L? >CP?LMC@C?> CHNI BIN?FMm A;GCHAm NIOLCMGm ;PC;NCIHm MBCJJCHAm
MBIJJCHA ;H> =IHMNLO=NCIH

6. Background
Marina Bay Sands
%MN;<FCMB?> CH V^U^
4B? @CLMN CHN?AL;N?> 2?MILN CH 3CHA;JIL?
6CMCIHn
NI <?=IG? ; JL?GC?L ?HN?LN;CHG?HN
>?MNCH;NCIH QCNB CNM PC<L;HN >CP?LMCNS I@
;NNL;=NCIHM ;H> @;=CFCNC?M ;H> =IG<CH?
<OMCH?MM ;H> F?CMOL? CHNI ; MCHAOF;L
>?MNCH;NCIH OHFCE? ;HS INB?L
"?FIHAM NI 4B? ,;M 6?A;M 3;H>M
#ILJIL;NCIH
4B? F?;>CHA AFI<;F >?P?FIJ?L I@ CHN?AL;N?> L?MILNM
)NM <OMCH?MM?M ;L? >CP?LMC@C?> CHNI BIN?FMm A;GCHAm MBIJJCHAm
?HN?LN;CHG?HNm =?F?<LCNS =B?@ L?MN;OL;HNMm =IHP?HNCIH ;H>
?RBC<CNCIHm ;H> Q?>>CHAM CH ,;M 6?A;Mm -;=;Om "?NBF?B?G ;H>
3CHA;JIL?

7. Background
Casino de Genting in Resorts World Genting
U][Un%MN;<FCMB?>
V^^Xn ,;OH=B?> 34!27/2,$m QBC=B CM ; =IHN?GJIL;LS
A;GCHA P?HO? FI=;N?> CH &CLMN 7ILF> (IN?F
V^^Yn ,;OH=B?> NB? F;N?MN NB?G? EHIQ ;M u,;NNé
4B? !MC;H’M "?MN )HN?LH;NCIH;F #;MCHI 2?MILN
4B? IHFS JF;=? @IL F?A;F A;GCHA CH -;F;SMC;
6CMCIHn
"? L?MJIHMC<F? NI NB? =B;HACHA >?G;H>M I@ IOL
=OMNIG?LM ;H> ?R=?F CH JLIPC>CHA KO;FCNS JLI>O=NM ;H>
M?LPC=?M
! GOFNCH;NCIH;F =ILJIL;NCIH ;H> IH? I@ NB? <?MN
G;H;A?> =IGJ;HC?M
)NM <OMCH?MM?M ;L? >CP?LMC@C?> CHNI BIN?FMm M?;MC>?
L?MILNMm A;GCHAm NB?G? J;LEM ;H> ?HN?LN;CHG?HN

8. IMAGES
EXTRAORDINARY GRAND AND ARCADIA
LUXURY MODERN
THE 7-STAR CAN BE REFLECTED BY LOCATED IN HIGHLAND,
ARCHITECTURAL DESIGN ITS INNOVATIVE DESIGN FAR AWAY FROM CITY
RESORT HOTEL OF THE RESORT CENTER
BUILDING

9. LOCATION
Grand Marina Bay Resorts World
Lisboa Sands Genting
Country China Singapore Malaysia
Genting Highland
City Macau Singapore
(Kuala Lumpur)
Independent
- 51 km from city
Nature City center City center center
- 45 Mins from Kuala
Lumpur

10. TRANSPORTATION 4IOLCMNM JL?@?L @FS NI (+)! ;H>
N;E? NB? >CL?=N ?RJL?MM @?LLC?M NI
Resorts World
Grand Lisboa Marina Bay Sands
Genting
- The Macau International - Changi International - Kuala Lumpur
Airport (MIA) Airport (CIA) International Airport
- Smaller scale - Larger scale (KLIA)
BY - Asian flights and budget - International flights - Larger scale
- International flights
AIR airline
- Helicopter service
- Bus - Bus - Luxury Coach
- Free complimentary - Complimentary shuttle - Genting Express Bus
Casino/Hotel shuttle Bus bus connect with CIA Service
BY connect with MIA/Ferry - Limousine service - Complimentary shuttle
LAND Terminals - Taxi service
- Limousine service - Limousine service
- Taxi - Taxi
- Ferry Services - Subway (Mass Rapid - Sky Rail Cable Car
Other Transit) (Attraction)

11. TRANSPORTATION
By Air: the scale of airport and the dominant flights
determine the target market for each casino resort
Grand Lisboa: Asian tourists
Marina Bay Sands & Resorts World Genting: International tourists
By Land: strengthen accessibility (connect with airports/
ferry terminals)
All of them are HIGHLY ACCESSIBLE:
Different channels are available
Difficult and pointless to evaluate which one is the highest
Different geographic location & size (countries/cities)
Different distance from city centre
Different target market from different countries

12. INFRASTRUCTURE OF RESPECTIVE CITY
Examine the extent of SELF-FEEDING of three casinos from
Gamblers perspectives v.s. Non-Gamblers perspectives
Support of their respective cities
From Gamblers perspectives, all resorts are self-feeding as they can provide them fine
dining and accommodation inside the resorts as well as a variety of games.

13. INFRASTRUCTURE OF RESPECTIVE CITY
Resorts World
Grand Lisboa Marina Bay Sands
Genting
Highly Self-feeding Self-feeding Highly Self-feeding
(Mainly focus on gaming/ (incomprehensive gaming (comprehensive gaming
Gamblers
comprehensive facilities) facilities: no poker) facilities)
Non- Low Self-feeding Highly Self-feeding Highest Self-feeding
Gamblers
Developing Destination Mature Destination Alone Destination
- Cultural Tourism - Cultural Tourism - Not located in a respective
Supported city but on a highland
by the - Lack of primary attractions - Urban Tourism
cities - Eco Tourism
- Art Tourism

14. INFRASTRUCTURE OF RESPECTIVE CITY
GRAND LISBOA MACAU
Nature: SEMI SELF-FEEDING RESORT
without appealing attractions in the city
Macao have Rich Cultural Attractions
Cultural Tourism
e.g. Ruins of St. Paul, Churches, Museums, Fortress,
Temples (UNESCO World Heritage Site)
Urban Tourism
Lack of theme parks, shopping malls, cinemas

15. INFRASTRUCTURE OF RESPECTIVE CITY
MARINA BAY SANDS SINGAPORE
Nature: SEMI SELF-FEEDING RESORT
Singapore have Rich & Diversified
Attractions
Cultural Tourism
e.g. Merlion Park, China Town, Little India, Temples,
Museums
Urban Tourism
e.g. Universal Studios, Orchard Road, Suntec City Mall
Eco Tourism
e.g. Singapore Botanic Gardens, Night Safari, Zoological
Garden, Jurong Bird Park
Art Tourism
e.g. Singapore Art District: Art Museums, Art Galleries

16. INFRASTRUCTURE OF RESPECTIVE CITY
RESORTS WORLD GENTING MALAYSIA
Nature: Highly SELF-FEEDING RESORT
located @ Genting Highland Separately
Not Located in a respective city
But on a separate Highland
HIGHLY SELF-FEEDING instead of depending
on KL attractions and dining outlets
Provide one-stop services from attraction,
accommodation, dining and entertainment
Dependent on KL Airport for international
tourist arrivals

17. TARGET MARKET
Concept of Catchment Area
WESTERN
GUANGDONG
PROVINCE
GRAND LISBOA MACAU
Hong Kong, Taiwan
China:
Western Guangdong province
Malaysia
Thailand
Singapore
Indonesia
Source: Nadkarni & Leong, 2007

18. TARGET MARKET
Concept of Catchment Area
MARINA BAY SANDS SINGAPORE CHINA
Singaporean (Locals)
Malaysia
Indonesia
Thailand
China
Source: Bloombery BusinessWeek, 2010

19. TARGET MARKET
Concept of Catchment Area
CHINA
RESORTS WORLD GENTING MALAYSIA
Malaysian(Locals)
Singapore
Indonesia
Thailand
China
Source: Oppermann, 1992
Catchment area: affected by transport
system between the regions and the
location of the resort
All catchment area identified are of short
flight hours and good transportation
network

20. FACILITIES - GAMING FACILITIES
Resorts World
Grand Lisboa Marina Bay Sands
Genting
(Macau) (Singapore)
(Malaysia)
Casino Grand Lisboa Marina Bay Sands Casino de Genting
Casino
• Around 300,000 sq. ft. • Around 150,000 sq.ft • Around 200,000 sq. ft.
• Totally 240 table games • Totally 500 table games • Totally 500 table
and 746 slot machines and 1,600 slot machines games and 3000 slots
• The largest poker room in and VP machines
Asia with 33 tables and • 5 themed areas: Monte
open 24 hours Carlo, Hollywood,
Snowboat, Circus Palace
and International
,;LA?MN ';GCHA !L?;n 'L;H> ,CM<I; #;MCHI
4B? -IMN ';GCHA 4;<F?M h -;=BCH?Mn #;MCHI >? '?HNCHA

21. FACILITIES - NON-GAMING FACILITIES
Spa
Shopping
Accommodation
Dining
Recreation
Entertainment
Business

22. Accommodation
Grand Lisboa • Approx. 431 rooms
(Macau) (Included Superior Rooms, Corner Rooms, Suites)
• Around 2561 rooms
Marina Bay (Included 3 types of rooms: Atrium Rooms, Horizon Rooms, The Club
Sands Room, 10 types of suites: Orchid Suites, Marina Suites, Bay Suite, Sands
(Singapore) Suites, Singapura Suites, Istana Suites, Merlion Suites, Straits Suites,
Presidential Suite, Chairman Suite)
• Genting Hotel: 648 rooms
Resorts World (Included Deluxe Rooms, Genting Club, Junior Suite and Ambassador
Genting Suites)
(Malaysia)*
• Highlands Hotel: 889 rooms
(Included Deluxe Rooms, Parlour Suites, Duplex Suites, VIP Suites and
Penthouses)
*There are 6 hotels for Resorts World Genting and 3 hotels for Awana Hotels & Resorts, ranging from 3-stars to 5-stars. We will choose the 5-stars
hotels, Genting Hotel and Highlands Hotel for comparison.
4B? -IMN 2IIGMn -;LCH; ";S 3;H>M
4B?G?M I@ LIIGM ;L? >C@@?L?HN >O? NI NB? MNSF? I@ NB?

23. Spa
Lisboa Spa by Clarins
• Around 10,000 sq. ft.
• Themed-suites & Treatments
(Flowers name: Jasmine, Orchid, etc.; Cities name: Lisbao, Rome,
Grand Lisboa Venice Kyoto, Suzhou, etc.)
(Macau)
• Opening Hours: 0800-0000
• Features:Vichy Shower, Facial and Body Treatments, Body
Exfoliations, Body Massage, Spa, Body Wraps, Make-up Service,
Waxing, Mother-to-Be and New Mom Treatments, etc.
Marina Bay Sands
The Banyan Tree Spa (opening soon)
(Singapore)
Genting Hotel: M Spa & Fitness
Resorts World • Features: Body Exfoliations & Mask, Facial, Head and Neck Therapy,
Genting (Malaysia) Body Massage, Foot Treatment, etc.
4QI I@ NB? L?MILNM JLIPC>? MJ; M?LPC=?M NI NB? AO?MNM L;HACHA @LIG <I>S
G;MM;A? NI MECH =;L? M?LPC=? QBCF? 4B? ";HS;H 4L?? 3J; CH -;LCH; ";S
3;H>M CM MNCFF >?P?FIJCHAo
4I BCABFCABNm NB? #F;LCHM 3J; CH 'L;H> ,CM<I; JLIPC>?M NB?G?>rMJ;

24. Recreation
• Temperature-controlled outdoor swimming pool
Grand Lisboa
• Gym and Fitness Centre
(Macau)
• Salon (Le Salon)
• Sands Sky Park Pool - An outdoor swimming pool
• Sands Sky Park
• Sampan Rides
Marina Bay Sands
• The Banyan Tree Fitness Club (Gym, Sauna, Steam room, hot pool)
(Singapore)
• Golf
• Qube Kids Club – An activity center for kids and teenagers
• Skating Rink
Genting Hotel
• Jacuzzi
• Indoor heated swimming pool
Resorts World • Genting Indoor Theme Park (Included Vision City Games Park)
Genting (Malaysia) Highlands Hotel
• Indoor heated swimming pool
• Gymnasium
• Tennis Courts
-;LCH; ";S 3;H>M ;H> 2?MILNM 7ILF> '?HNCHA ;L? KOCN? =IGJL?B?HMCP? CH N?LGM I@
L?=L?;NCIH @;=CFCNC?M ;H> <INB B;P? NB?CL MCAH;NOL? @;=CFCNC?Mm QBC=B ;L? NB? 3;H>M 3ES 0;LE
;H> NB? NB?G? J;LEM L?MJ?=NCP?FSo 4B?CL @;=CFCNC?M =;H =;N?L NB? H??>M I@ @;GCFS NL;P?F?LMo
'L;H> ,CM<I; CM L?F;NCP?FS F;=E I@ L?=L?;NCIH @;=CFCNC?M ;H> MG;FF CH M=;F?o

25. Dining
Grand Lisboa • 8 restaurants including International, Cantonese, Chinese and Italian (awarded 3
(Macau) Michelin stars) cuisines and a lounge bar
Marina Bay • More than 30 restaurants cover International, Italian, French, American,
Sands Australian, Chinese, Japanese cuisines, including 7 Celebrity Chefs
(Singapore) restaurants (3 are awarded 3 Michelin stars) , and lounge bars
Genting Hotel
Resorts World • 12 restaurants including Cantonese and Western cuisines, café and bakery
Genting Highlands Hotel
(Malaysia) • 16 restaurants including Thai, Chinese, Hakka cuisines and Cha Chan Tang (HK
style restaurants)
4B? GIMN HOG<?L I@ L?MN;OL;HNMn -;LCH; ";S 3;H>M
4BL?? L?MILNM JLIPC>? ; P;LC?NS I@ =OCMCH?M NI AO?MNMm L;HACHA @LIG !MC;H NI
)HN?LH;NCIH;Fm QBCF? -;LCH; ";S 3;H>M I@@?L ; QC>?L L;HA? I@ =OCMCH?Mo
4B? @?;NOL?> L?MN;OL;HNM I@ -;LCH; ";S 3;H>M ;L? NB? #?F?<LCNS #B?@M
2?MN;OL;HNMm QBC=B IJ?L;N?> <S NB? QILF>r@;GIOM ;H> ;Q;L>rQCHHCHA =B?@Mm G;E? NB?
L?MILN MN;H>M ION ;<IP? NB? INB?L NQI L?MILNMo

26. Business
Convention Center
Grand Lisboa
• 1 Grand Ballroom: total 10,590 sq. ft. which can accommodate up to 1,300 people
(Macau)
• 4 Function Rooms: area ranging from 690 to 2,180 sq. ft.
Sands Expo and Convention Center
• Total area 1,200,000 sq. ft. which can host up to 45,000 convention
delegates, including
Marina Bay • 10 Exhibition Halls with over 300,000 sq. ft.
Sands
• 8 Flexible Junior ballrooms which features over 80,000 sq. ft. and can be divided into
(Singapore)
over 200 rooms
• The Sands Grand Ballroom features 81,400 sq. ft. which cater up to 6,000 delegates in
banquet-style and 11,000 delegates in theatre-style seating
Genting International Convention Centre
• 2 Grand Ballrooms: accommodate up to 2,000 delegates in banquet-style and 4,000
Resorts World delegates in theatre-style seating
Genting • 3 Convention Halls: total area of 20,000 sq. ft. which cater up to 1,200 delegates
(Malaysia) • 6 Meeting Rooms: features 22,375 sq. ft. which can cater up to 500 people
• 1 Business Centre: consists of 3 Boardrooms and 3 Meeting Rooms which have a
capacity of up to 5 and 16 people respectively
'L;H> ,CM<I; B;M L?F;NCP?FS F?MM <OMCH?MM @;=CFCNC?M NB;H NB? INB?L NQI L?MILNMo
-;LCH; ";S 3;H>M B;M NB? F;LA?MN @FIIL MJ;=? ;H> NB? GIMN LIIGM HOG<?L @IL -)#%
;=NCPCNC?M ?KOCJJ?> QCNB NB? GIMN OJ>;N?> ;H> =IGJL?B?HMCP? ;G?HCNC?Mo

27. Entertainment Shopping
Grand Lisboa Rockza Theater • 2 retail shops ranging from gift, clothing,
(Macau) accessories, etc.
The Sands Theater The Shoppers at Marina Bay Sands
• Host up to 1,680 guests on 2 levels • Over 800,000 sq. ft.
Marina Bay The Grand Theater • More than 300 internationally renowned
Sands
• Seat up to 2,155 guests over 3 stores, offering the best in fashion, jewelry,
(Singapore)
levels accessories, gifts, services and sporting goods
•Some stores open in fall bloom during 2011
Arena of Stars Genting Hotel
• Accommodates up to 6,000 guests • 23 retail shops ranging from fashion, beauty,
Resorts World Genting International jewellery and telecommunication
Genting
(Malaysia) Showroom Highlands Hotel
• Host up to 1,700 guests • 11 retail shops ranging from bags & luggage,
timepiece, etc.
&IL ?HN?LN;CHG?HN @;=CFCNC?Mm ;FF L?MILNM B;P? MBIQLIIGM IL NB?;N?LM @IL J?L@ILG;H=?M
FCE? =IH=?LNM ;H> JF;S
'L;H> ,CM<I; B;M IHFS IH? MG;FF NB?;N?L QCNB FCGCN?> P;LC?NS I@ MBIQM QBCF? 2?MILNM 7ILF>
'?HNCHA ;H> -;LCH; ";S 3;H>M B;P? V QILF>r=F;MM P?HO?M @IL ?HN?LN;CHG?HN QBC=B ;NNL;=N
G;HS CHN?LH;NCIH;F J?L@ILG?LM ;H> MCHA?LM
&IL MBIJJCHA @;=CFCNC?Mm NB? M=;F?m HOG<?L ;H> P;LC?NS I@ MNIL?M I@ -;LCH; ";S 3;H>M ;L?
L?F;NCP?FS F;LA?L ;H> GIL? NB;H NB? INB?L NQI L?MILNMm QBC=B =;H M;NCM@S >C@@?L?HN H??>M

28. PROMOTION
Marketing Strategies
Similar strategies are discovered:
Packages
Benefits Redemption
Membership program
Special Events

29. PROMOTION
Promotion directly based on CASINO
Mainly focus on gaming business
Brand name of Stanley Ho
"The King of Gambling"
TV-CNN opening ceremony
Celebrities effect
Edmund Ho, Chief Executive of MSAR,
held the opening ceremony
Showing the status of Stanley Ho in
Macau Casino Industry
International tournament
APPT Macau
Image of international poker
and gaming centre

30. /P?LF;JJCHA /@@C=C;F
PROMOTION 7?<MCN?M
Websites
Two websites: some information is
overlapping
Three languages with the same layout
To target their catchment areas

31. PROMOTION
Promotion not directly based on -IL? CHN?HMCP? ;H>
casino but BRAND NAME H?Q?MN JLIGINCIH
position as an integrated resort rather than casino resort =B;HH?FM
The Sands Theater
Holding concerts and plays for famous star
Diversification of the resort
Cover a number of aspects besides casino
e.g. Museum, Expo and Convention Center,
Shopping Mall

32. PROMOTION
Websites
Eight languages with the same layout
To target their catchment areas
Official Facebook Group
frequent update latest trend and news
Magazine
Sands Style

33. PROMOTION
Promotion directly based on the ,?MM CHN?HMCP? <ON
WHOLE RESORT and BRAND NAME H?Q?MN JLIGINCIH
emphasize the uniqueness of the resort =B;HH?FM
Official
Facebook Group
frequent update latest trend
and news

34. PROMOTION Websites
Seven languages with the same layout
Some information is missing in
some language versions
??????????

35. INTEGRATED ANALYSIS
Competitive Advantages
Opportunities Analysis
Weaknesses Analysis
Conclusion
Recommendations

36. COMPETITIVE ADVANTAGES
Grand Lisboa
Local management style
Largest gambler market in Asia: China (GMR, 2009)
Exclusive and taylor-made products and services for Chinese gamblers
Incorporate Feng Shui concept into the casino resort
Superstitious nature of Chinese, esp. gamblers

37. COMPETITIVE ADVANTAGES
Grand Lisboa
Ultra-luxury Image
Ritz-Carlton utilizes an ultra-luxury image to be its competitive advantage
successfully (Limestone, 2007)
$44 billion was used to create the image of a 7-star casino resort in Asia
The Star of Stanley Ho, a 218.08 carats diamond and the largest cushion
shaped internally flawless D-color diamond in the world, is on permanent
display at the Casino Grand Lisboa

38. COMPETITIVE ADVANTAGES
Marina Bay Sands
Comprehensive MICE facilities with experienced management
The Sands Expo and Convention Center: Singapore's largest and most
flexible exhibition and meeting venue, and the island's largest hotel
Wealth of experience from sister properties: the Venetian Macao
Resort Hotel, The Venetian and The Palazzo Las Vegas Sands.
The Venetian Macao Resort Hotel: Best Business Hotel in Macau, Best Meetings &
Conventions Hotel in Macau, and Best MICE Hotel in Asia
The Venetian and The Palazzo Las Vegas Sands: Meeting & Conventions Magazine’s
Gold Key Award for overall professionalism and quality, a number of awards from
Special Event Magazine for catering, event production, entertainment and logistics
Asia's Best MICE Hotel and second place for Asia's Best Convention
and Exhibition Center, as part of the CEI Asia Industry Awards 2011

39. COMPETITIVE ADVANTAGES
Marina Bay Sands
Las Vegas-style gaming casino
Owned by Las Vegas Sands
Architectural design of the casino imitated Las Vegas style casino
design which is grand and modern
Appealing to people who desire to travel to Las Vegas but lack sufficient
time and money
Especially caters for its target market which Chinese Mainlanders and
Taiwanese as Las Vegas atmosphere is an exotic experience

40. COMPETITIVE ADVANTAGES
Resorts World Genting
Highland location: High altitude
Kuala Lumpur: Located near the equator, tropical climate
Hot throughout the year ( Average temperature: 26°C)
Genting in Highland location ( Average temperature: 15°C)
Provide opportunities to escape from unfavorable weather
(hot and humid)

41. COMPETITIVE ADVANTAGES
Resorts World Genting
Extraordinarily huge scale and area
Diversification is fundamental to
sustain in the resort industry (Mill, 2008)
The highly-diversified nature captures the
needs of all gamblers and non-gamblers
Large area allows further development
for diversification

42. COMPETITIVE ADVANTAGES
Resorts World Genting
Leading casino resort in Pacific-Asia region
The long development history provides the Resorts World Genting with
experienced management and large market share
Awards: The Asian’s Best International Casino Resort 2010
World’s Leading Casino Resort 2005, 2007-2010
Asia’s Leading Casino Resort 2005-2010
by World Travel Awards

43. WEAKNESSES ANALYSIS
Grand Lisboa
Relatively small scale
Diversification is fundamental to sustain in the resort
industry (Mill, 2008)
Small in scale when comparing with The Resorts World
Genting and Marina Bay Sands
Less possibility to for further diversified development
Poor control on Demand and Capacity
Overcrowding
Reason of choosing a resort destination: family relaxation
(Inbakaran and Jackson, 2005)
Poor experience of family relaxation

44. WEAKNESSES ANALYSIS
Grand Lisboa
Concentrated development mode and
Lack of market diversification
Key development consideration for the tourism industry
in Macau: The MICE (Glenn, 2008)
Casino development evolved to entertainment
convergence (Mill, 2008)
Over concentrate on casino development instead of
market diversification
Insufficient facilities
Insufficient facilities for the non-gamblers
Lack of retail stores/ shopping malls in the hotel

45. WEAKNESSES ANALYSIS
Marina Bay Sands
Numerous unready facilities(temporary)
Some restaurants, retail stores and spa have not been opened
May not meet guests’ expectation
Policy of checking passport
Customers demand convenience in whatever services (Lew, 1990)
Singapore Citizens and Permanent Residents of Singapore have to pay to enter
the casino
Foreign guests’ passports are checked frequently
Incur disturbance to both local and foreign visitors

46. WEAKNESSES ANALYSIS
Resorts World Genting
Long development History
Decay of facilities and outed design
All the hotel rooms are not equipped with air- conditioner
Failure to attract overnight visitors
Resorts rely on them to stay longer and spend more
70 of visitors: One-day visitors
Low occupancy rate of hotels

47. OPPORTUNITIES
Grand Lisboa
Increasing accessibility
Construction of Hong Kong-Zhuhai-Macau Bridge and elevated Light Rail Transit
Expansion of Macau International Airport and Light Rail Transit
New attractions
Sanrio Land and Macau Studio City can attract more visitors to Macau
Joint destination itinerary promoted by DMO
Multi-destination in Pearl River Delta helps Macau to generate more visitors
Synergistic effects from different tourism resources

48. OPPORTUNITIES
Marina Bay Sands
Synergistic effect with the Sentosa
Intensive promotion by DMO
Lack of MICE facilities in Sentosa
Marina Bay Sands and Sentosa: Casino Resorts
Different target markets leads to less intensive comp
A completely new destination for gambling
Singapore lifted a 40-year ban on casinos in 2005
Novel to potential visitors (Datamonitor, 2010)

49. OPPORTUNITIES
The Resort World Genting
Cooperation with MGM Mirage (Chan, 2009)
Further increased the market share
Reinvestment of the resort
$10 billion will be used to build new hotel and shopping mall, and upgrade the theme
park
The 40th Anniversary
Intensive promotion campaign to motivate a number of visitors
The only legal land-based casino in Malaysia
The government shows no intention to establish another legal casino
Enjoy the monopoly play

50. CONCLUSION
Dynamic and intensive developmental trend of casino resorts in Asia
Excellent accessibility and both gaming & non gaming facilities to cater the needs of
every guest
Successfully transformed themselves from a resort to a destination with a
regional or even international catchment area
X Keen competition
To survive, the casino resorts should:
cherish their competitive advantages
differentiate their products with better positioning and
branding
tackle their internal weaknesses and external threats

51. RECOMMENDATIONS
Based on the weaknesses and trend of development in casino
resorts
1. Improvement of the promotion channels
Two official websites provides overlapping but also different information
Combining the two websites reduce confusion caused to the guests
2. Construction of entertainment facilities
Lack of entertainment facilities and activities
Utilize the non-constructed area to develop diversification
instead of expanding the gambling facilities
3. Providing more packages
Cooperate with turboJET(ship company of SJM) to
provide fee transportation to the resort
Cheaper price but lengthen the time of stay and
increase guests' expenditure

52. RECOMMENDATIONS
4. Promotion of loyalty program/ club membership
Current trend of the casino resort(Antony & Sarah, 2010)
Important to retain current guests(Lovelock,2002)
Target on heavy spenders
5. Introduction of children guardian services
Drawing or cooking workshops
Parents enjoy gaming delights without worries
e.g Qude

53. RECOMMENDATIONS
1. Building up better relation with travel agents
and tour operators
Newly opened leads to low market share
Include Marina Bay Sands in their package by providing incentives
2. Frequent holding of concerts
Utilize the fixed assets (the Sands Expo and Convention
Center) to attract more guests
Safety concern
3. Safety concern about the Skypark
Security guard should be arranged for monitoring

54. RECOMMENDATIONS
1. Cooperation with Star Cruises
Promote onshore excursions from Kuala Lumpur to the resort
Utilize internal resources to achieve synergy
2. Improvement of transportation services
Insufficient transportation services during peak seasons
Development of peak tram and expansion of cable car capacity
3. Redecoration of the hotels and theme parks
Long development history
Introduce new characters or mascots to create new atmosphere
Noted with ghost stories, address Feng Shui in hotels to regain the
confidence of guests
4. Enhancement of the website
Inconvenience to potential guests caused by less informative website
Enrich the website information to provide more tourism-related materials

55. REFERENCE
Bloombery BusinessWeek (2010). Vegas Sands Targets Asia for Sales as Rollers Return . Retrieved March 24, 2011 from http://
www.businessweek.com/news/2010-06-23/vegas-sands-targets-asia-for-sales-as-rollers-return.html
By road-Getting there, Resorts World Genting. Retrieved from 16 March, 2011 from http://www.rwgenting.com.sg/en/getting_there/
index.htm
Casino de Genting (2002 - 2008). Retrieved March 23, 2011 from http://www.worldcasinodirectory.com/casino/casino-de-genting-1029
Casinos & Gaming Industry Profile: Global. (2010). Casinos & Gaming Industry Profile: Global, Retrieved from EBSCOhost.
Chan T. H. (2009, May). Genting, Resorts Rise After Buying MGM Mirage‟s Notes. Bloomberg. Retrieved May 20, 2009 from the
World Wide Web: http://www.bloomberg.com/apps/news?pid=20601013&sid=aHi6rUDAwru8
C. Hsu (2006). Casino industry in Asia Pacific: development, operation, and impact. 1st Edition. Routledge
CNNG (2010). The big six: Marina Bay Sands' celebrity chefs Read more: The big six: Marina Bay Sands' celebrity chefs |
CNNGo.com http://www.cnngo.com/singapore/none/big-six-marina-bay-sands-celebrity-chefs-901800#ixzz1HVKahEOj.
Retrieved March 24, 2011 from http://www.cnngo.com/singapore/none/big-six-marina-bay-sands-celebrity-chefs-901800
Davis, T. (2009). Marina Bay Sands development gives Singapore new skyline. Travel Courier, 44(39), 12-15. Retrieved from
EBSCOhost.
Flight information, the Macau International Airport. Retrieved from 18 March, 2011 from http://www.macau-airport.com/site/php/en/
main.php
Gambling Market Report: Focus on Casino Gaming. Retrieved from 18 March, 2011 from http://www.reportlinker.com/p0127471/
Gambling-Market-Report-Focus-on-Casino-Gaming.html#ixzz1HPLjwT4n
Genting Highland, Travelusb. Retrieved from 15 March, 2010 from http://www.travelusb.com/DetailSpot.php?id=ADsRZBErA3I

56. REFERENCE
Genting Malaysia | Resorts World Genting - City of Entertainment (2010). Retrieved March 21, 2011 from http://www.rwgenting.com/
Genting Outdoor Theme Park (2006 - 2008). Retrieved March 3, 2011 from http://www.planettravel.com.sg/tours/malaysia/genting/
GentingOutdoorThemePark.htm
Grand Lisboa (2009). Retrieved March 24, 2011 from http://grandlisboa.com/en/home/index.html
Hassan, H. (2009). Ten Years After Asian Financial Crisis 1998: Tourism Growth in Malaysia. Integration & Dissemination, 451-56.
Retrieved from EBSCOhost.
Introduction-Kuala Lumpur, Inyway. Retrieved from 14 March, 2010 from http://www.anyway.com.tw/InfoCity.aspx?
ctt=&cty=87&ctl=336&keyword=&sid=2&uid=&type=
It's the end of an era for Stanley Ho's Lisboa. (2008). International Gaming & Wagering, 29(10), 8. Retrieved from EBSCOhost.
Klebanow (2006). The Challenges of Developing a Casino Resort. Indian Gaming, 2006 November
Kim S. S., Prideaux B. & Kim S. H. (2002). A Cross-Cultural Study on Casino Guests as Perceived by Casino Employees. Tourism
Management. 23(5). 511-520.
Lee C. (2009, November). Take a Gamble-This Lunar New Year. 10 Magazine. Retrieved March 9, 2011 from the World Wide Web:
http://10magazine.asia/963/take-a-gamble-this-lunar-new-year/
Lew G. brown, (1990) „Convenience in Services Marketing‟ Journal of Services Marketing, 1999, Vol. 4 Issue 1, p53-59
Lucas, A. F., & Tanford, S. (2010). Evaluating the Impact of a New Resort Amenity on Gaming Business Volumes. UNLV Gaming
Research & Review Journal, 14(2), 1-13. Retrieved from EBSCOhost.
Macau Government Tourist Office (2010). Retrieved March 1,2011 from http://www.macautourism.gov.mo/

57. REFERENCE
Marina Bay Sands (2009). Retrieved March 24, 2011 from http://www.marinabaysands.com/
McCartney, G. (2008). The CAT (Casino Tourism) and the MICE (Meetings, Incentives, Conventions, Exhibitions): Key Development
Considerations for the Convention and Exhibition Industry in Macao. Journal of Convention & Event Tourism, 9(4), 293-308.
doi:10.1080/15470140802493380
McNeal, B. (2010). Integrated Resort Casinos: Implications for Economic Growth and Social Impacts. UNLV Gaming Research &
Review Journal, 14(2), 75-76. Retrieved from EBSCOhost.
Mill, R.C. (2008). Resorts: Management and Operation. 2nd Edition. John Wiley & Sons, Inc.
Ming Bao (2010). ‧ . Retrieved March 24, 2011 from http://ol.mingpao.com/cfm/Archive1.cfm?
File=20081114/prd01b/whb1.txt
M Spa & Fitness (2010). Retrieved March 23, 2011 from http://www.mspa.com.my/index.htm
Nadkarni S. & Leong M. W. A. (2007). Macao‟s MICE Dreams: Opportunities and Challenges. International Journal of Event
Management Research. 3(2). 47-57.
Oppermann M.(1992). International Tourists Flows in Malaysia. Annals of Tourism Research. 19(3). 482-500.
R. Inbakaran and M. Jackson, (2005) „Understanding resort visitors through segmentation‟ Tourism and Hospitality Research, 2005,
Vol. 6 Number1
Patricia B. Seybold (2001) The customer revolution, Crown Business
SJM goes public, will redevelop Casino Lisboa. (2008). International Gaming & Wagering, 29(2), 11. Retrieved from EBSCOhost.
UO Macau (2008-2009). Retrieved March 23, 2011 from http://www.uomacau.com/en-us/home
Welcome to Genting International Convention Centre Website (2010). Retrieved March 23, 2011 from http://mice.rwgenting.com/
index1.htm

58. Q&A
DISCUSSION QUESTION 1
Will the opening of Resorts World Sentosa in
Singapore affect the business of Genting?
Hints:
* The location of Santosa and Genting ?
* Their catchment areas?
* The growing potential of Southeast Asian Tourism?

59. Q&A
DISCUSSION QUESTION 1 (ANS)
IN SHORT TERM (2011)
Attention is posed on new resort and demand will be slightly affected
Universal Studio is of international catchment area
IN LONG TERM
Genting has its geographical advantage of escaping from hot wave
Local Malaysian Market is served
New hotels and theme parks will be built to enhance attractiveness
Belongs to the same development group >>> combo itinerary
SE Asian Tourism is grooming with the introduction of low cost carrier

60. Q&A
DISCUSSION QUESTION 2
Hints:

61. Q&A
DISCUSSION QUESTION 2 (ANS)
Hints:

62. THE END