Crown Ltd. – Strategy Analysis

2083 words - 8 pages

Crown Ltd. (CWN) Crown LTD. - Strategy AnalysisCompany BackgroundCrown Limited (CWN) is one of the leading entertainment groups in Australia. The company operates in the gaming and entertainment sectors. It owns and operates integrated resorts, Crown Entertainment Complex in Melbourne and Crown Entertainment Complex (formerly Burswood Entertainment Complex) in Perth. CWN also owns and operates the Aspinalls Club in London.The company's key services include the following:The company organized its business into three operating segments, namely, Crown Melbourne (Crown Entertainment Complex), Crown Perth (Formerly Burswood) and Aspinall's Club.
Operating Segments

EBITDA(2012)

% Change

Crown Melbourne Complex

AUD 510.6m

1%

Crown Perth resort

AUD 226.3m

15.9%

Aspinall's Club

AUD 20.6m

428.2%

Crown Melbourne Complex comprises of hotels, casino, function rooms, restaurants, and shopping and entertainment facilities.The Crown Perth resort comprises of a casino, two international hotels, a state of the art convention centre, a 20,000 seat Dome and other food and beverage outlets.The company's Aspinall's Club segment operates a high-end casino in London. The club is one of the five licensed casinos in London's prime West End entertainment district.Crown also has a 33.4% interest in Melco Crown Entertainment, Macau. Melco Crown Entertainment also operates Altira, the casino and hotel; and Mocha Clubs and a network of gaming lounges.Industry Trends and ConditionsAs per the PEST analysis carried out the most relevant issues are in the Political, Socio-cultural, and Technological fields. The most relevant political issue is to do with the stringent legislation and regulations that the industry has to deal with. Also the porters five forces analysis reveals that due to these legal and regulatory restrictions, it is hard for new companies to enter into the gaming industry.In terms of the socio-cultural factors, one of the positive things for the gaming industry is growth of the Australian tourism sector. Tourism is one of the top goods and services exported by Australia and is said to have the maximum potential to grow. Tourists constitute a big chunk of Crown Ltd.'s customer segment, hence the growing tourism sector in Australia means more potential customers for the company.One of the negative socio-cultural factors for the gaming industry include the fact that gambling is frowned upon in a lot of cultures. With the economic slow-down and the reduced spending capacity of the middle class, gambling is only being associated with rich and elite or the high-class societies.However technological factors are as always shaping the gaming industry of tomorrow. Online betting and gambling is becoming increasingly popular. The middle class which is growing in population by the day prefer to engage in online gambling at home rather that dressing up in a fancy way and going to casinos which is associated more with the rich. Virtual poker rooms and...

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