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Australian Casino Sector and Competitive Analysis

 Essay regarding Australian Online casino Industry and Competitive Examination

Executive Overview

The purpose of this kind of report was to gain an improved understanding of the Casino Sector. It identifies the many contextual and various factors that influence this type of part of the betting industry in terms of the type of customers they attract, how it can be shaped by government policies, the impact of suppliers and buyers from the market, competitive rivalry, and organisational generic strategies.

The Five Forces model revealed a highly completely outclassed industry simply by two major competitors. Incumbents are forced to look for new ways of improving their products and providers but concurrently maintain excessive levels of productivity. Rivals have been completely forced to agree to takeovers and mergers so as to remain a person in the industry. New entrants are forced to enter the industry with high capital investment or perhaps accept price disadvantages. Government policies likewise control a tightly controlled market.

Tabcorp are the industry leaders with ownership of 5 casinos through the nation and high stakes in wagering and gaming. They have chosen a differentiation approach by offering many different products with medium numbers of service. PBL on the other hand, the master of Crown and Burswood On line casino, has considered this same generic strategy although offer superior levels of products and services. They are currently positioned as market competitors.

Owing to a number of environmental developments such as federal government regulation, rises in trouble gambling, gradual industry growth and intense domination simply by key players, there are certain factors which have enabled the market challenger, Crown On line casino to sustain their competitive advantage. It has involved activities such as examining alternative ways to deal with competition and the debordement of internet casino gaming, company restructuring and brand building.

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Stand of Items

Executive Overview

1 . zero Background......................................................................... 2

2 . 0 Industry Structure Analysis -- Five Forces Model

installment payments on your 1 Access Barriers............................................................... a few

2 . 1 . 1 Financial systems of Level

2 . 1 ) 2 Capital Requirements

2 . 1 . several Government Plan

2 . two Determinants of Supplier Power............................................ 5

2 . 2 . you Manufacturers

installment payments on your 2 . two Government

2 . 4 Availability of Substitutes................................................... 6

2 . 5 Determinants of Buyers....................................................... several

2 . some. 1 Regional Market

installment payments on your 4. 2 Overseas Marketplace

2 . your five Intensity of Rivalry.............................................................. 7

Table 1: Kotler's Marketplace Positioning................................................... being unfaithful

3. 0 Environmental-Trend Evaluation

3. 1 Legal/Political

three or more. 2 Cost effective

3. three or more Socio-Cultural

several. 4 Globalisation

3. your five Technological

some. 0 General Strategies

5. 1 Crown Casino

Table 2: Overhead Casino Value Chain

four. 2 Tabcorp

5. 0 Recommendations

your five. 1 Alternatives to compete with On-line Gaming/Rivals

5. 2 Corporate Reorganization, rearrangement, reshuffling

5. a few Brand Building

6. zero References

1 ) 0 Background

The Gambling establishment Gaming Industry is made up of several competitors. Key players dominate the industry separating the them in two categories: large-scale and small scale casinos. All offer a range of products and services which include Keno, additional income-hospitality providers, gamin/poker equipment and on line casino gaming tables.

Demand comes from the local market and the overseas high grade players market. High revenue can be created from the offshore market nevertheless dependant only on all those losses experienced by players.

The sector has experienced slow progress for the past three years due to environmental trends. Government regulation is definitely high because of changes in socio-economic conditions such as problem betting. It has seen a number of mergers and purchases take place to pay for lack of growth also maintain business.

The main competition include: Tabcorp who lately...

References: On line casino Man,

(http://www.casinoman.net/Content/casino_gambling_news/gambling_news_article.asp?artid=1765, Accessed 6/4/2004)

http://www.crownltd.com.au/home.asp, Accessed 3/4/2004)

Craigie, R., Top Ltd

Dodd, T., Skulley, M., & Strutt, T., (2003), " Hooked on Gambling", Australian Financial Review, This summer 14th, pg. 53.

IBISWorld Pty Ltd., (2004), P9322 - Casinos in Australia.

Electricity, B., (2003) " Jupiters Puts $150m Price about Centrebet", Australian Financial Assessment, 12th May, pg. 12

Sybase Incorporation.

(http://www.sybase.com/content/1011906/iq_ap_l01665-v2.pdf, 200), (Accessed 3/4/2004)

Tabcorps Coalition,

http://www.tabcorp.com.au/home/home.asp, Seen 6/4/2004)

Victorian Casino and Gaming Specialist

(http://www.gambling.vcga.vic.gov.au/, Accessed 3/4/2004)

Wright, L., (2003), " ?uvre, limits about jackpots and losses; Countrywide gambling plan to help pokie addicts", Saturday Herald Sun, 2 November, Pg

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