Friday, February 15, 2013

Case Studies: Casino De Genting (Malaysia)

Case Studies: Casino de Genting (Malaysia)

1. Introduction

1.1 Explains the focus of the case weigh

This case study focuses on the brand management strategy of Casino de Genting. tell on communication, brand equity and brand measurement are low this category. Brand communication meant to reveal the brand through an corporate branding process. The marketing communication intend is an important official document in communicating the brand internally and externally. Such plan is an instrument to integrate brand meaning with emphasis on objectives and overall strategy. Brand equity, on the other hand, is the mental connection as resultant of marketing strategies. Beyond such fellowship and other physical attributes is the brand strength. Measuring strength depends on the positive brand knowledge acquired through different dispersal channels.

1.2 Introduces the organisation

Casino de Genting is Malaysias sole romp venue laid in the Genting Highlands, a mountain peak within the Titiwangsa Mountains. As an important faction of the Genting Group, this casino is the only licensed casino in the country which intended to rival any Asiatic casino.

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Casino de Genting is dubbed as the Place for High Roller and encounter Takers as it offers a host of exciting international games and a Las Vegas-style of entertainment. Since it was opened in 1971, it has now become one of the finest gaming destinations in Asia. Players from all over the world including US, Europe, Taiwan and Macau unceasingly visit Casino de Genting. Further, Casino de Genting plays an important role in the tourism and annual revenue of the Malaysian government. Casino de Gentings profitability was reported at US$0.63 billion in 2007.

1.3 Describes the methods and sources used to collect data

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