1. Core Competencies Core Capabilities Core Products End Products
Customer
Technology
Core Competencies
relationship and
Service culture
innovation and
loyalty
integration
Employee engagement
Customer service
Gold Program /
Total
Reward Program
Core Capabilities
Operations and IT
Customer satisfaction
Database marketing
Brand experience
Core Products 21
casinos across 17
cities including in major traditional casino markets and
smaller newer markets
End Products
Slot machines and tables ,
casino entertainment ,
food and beverage ,
hotel rooms

2. Resources Businesses Corporate Advantage
People – trained, service orientated, delivering feeling of ‘anticipation/exuberance’
Information Technology – IP protected, $100m+ barrier to entry
Sophisticated data analytics
Legalised gambling – casino’s (Las Vegas, Lake Tahoe, Laughlin, Reno, Atlantic City)
Structure
Systems
Processes
Centralised – division presidents of BU’s report to COO
Database marketing program
Loyalty program integration
Service process design
CRM, Loyalty Program, Retention Program, Rewards Program
Corporate Advantage
Customer Loyalty