Las Vegas : The Positioning Map, Determinant Attributes, And Its Analysis

Las Vegas : The Positioning Map, Determinant Attributes, And Its Analysis

Length: 1138 words (3.3 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

Resort Industry in Las Vegas:
The positioning map, determinant attributes, and its analysis
The Sin City, Las Vegas, is known for gambling, entertainment, and nightlife – which attract millions of visitors every year. The resort industry there is highly developed. Statistics in 2014 from Las Vegas Convention and Visitors Authority show that there are 150,593 hotel rooms in total and the occupancy rate of hotels is 87.1% at the year of 2013. Every resorts and casinos in Las Vegas offer different prices, facilities, services, and experiences. Each resorts and casinos serves for their target audiences, who are chosen based on their own customer needs analysis. It is extremely important for resorts make their positions in this huge competitive market. This article researches three of the most famous resorts in Las Vegas located on the Strip: Caesars Palace, MGM Grand, and Circus Circus. It analyzes and explains a perceptual map of resorts in Las Vegas based on two determinant attributes: price and customer satisfaction. (See Appendix A)
When it comes to hotel selection, certainly, the most important factor customers consider about is the guest experience. To research quality and reputation of hotels, browsing reviews online seems like the most convenient and popular way. In fact, a high rating of a hotel (usually considered as above 78%) makes potential costumers 13.5% more likely to book that hotel. (Anderson C, 2012) Table 1 shows different ratings of three resorts from four different travel/hotel websites. Clearly, the Caesars Palace gets the highest rating (79.5%) among all three, MGM Grand follows behind by only 1.25% difference, while Circus Circus has an extremely low rating (64.25%). M&S from Australia wrote a review of Circus...

... middle of paper ...

...rcus Circus

To compare these three resorts in Las Vegas, Caesars Palace is the most expensive one but it has the highest customer satisfaction, MGM Grand has the second highest price and the second highest customer satisfaction, and Circus Circus is indeed the cheapest one, but has the lowest customer satisfaction. By listing more companies in the same industry on the perceptual map, it is indeed a trend that the more expensive the resort is, the better experience customers will be receiving. Future more, different positions in the competitive market is shown. The target audiences of Caesars Palace are wealthy, more mature, older customers. MGM Grand attracts adventurous young adults who enjoying affordable parties in Las Vegas. Circus Circus, on the other hand, is very suitable for teenagers and those who are on budget but still would like to have fun.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Analysis Of 3m 's Strategic Positioning Essay

- Article One: the worth of making, Maintaining ANd Sustaining an Intrapreneurial Culture: AN Analysis of 3M’s Strategic Positioning the massive topic on the article was the transnational company 3M, analyzing the strategy of the corporate and the way economical or inefficient it 's. the corporate applied “Six Sigma” recently; this had each a positive and a negative impact on the corporate. Positive as a result of it “enhanced short-run profitability” of the corporate; the negative is it reduced the financial gain from the new merchandise the company created....   [tags: Strategic management, Corporation, Management]

Better Essays
867 words (2.5 pages)

Description Of Viva Las Vegas Essay example

- Viva Las Vegas: Most Unique City in America (Lights, Camera, & Casino Action!) Las Vegas is one of the interesting cities that I have ever visited in the entire world because it is a microcosm of the whole United States. Not only are there people visiting from all 50 states but people from all over the world as well, therefore, you will meet the most unique characters that you have ever met in your life. I arrived in Las Vegas October, 2009, a long time ago, but I’m sure the energy of the city has not changed....   [tags: Las Vegas Strip, Viva Las Vegas]

Better Essays
1338 words (3.8 pages)

The Evolution Of Las Vegas Essay

- Evolution of Las Vegas is hard to follow. Only few fragments of the original casinos survive today. Las Vegas went thru six architectural eras so far. First there was pre-strip of the 1930s. At the beginning of 1930s few billboards and gas station lined the asphalt road. Apart from a few small casinos, downtown’s Fremont Street was indistinguishable ordinary main street somewhere in Midwest. The second period was the birth of the strip. I am referring to strip as an internationally known area for its concentration of casinos and hotel resorts along its main route....   [tags: Las Vegas Strip, Hotel, Stardust Resort & Casino]

Better Essays
727 words (2.1 pages)

My Trip To Las Vegas Essay

- Have you ever had an inspirational moment that opened your mind to the possibilities in the world. Well I have, when my family and I went to Las Vegas, Nevada. I know Vegas is a little odd to have a life-changing experience, but we didn’t follow the normal Vegas path. This involvement taught me to not act anxious rather to take risks in life, and if I work hard for what I want things will work out. A week before spring break and my dad proposed that we go to Las Vegas. So that following Tuesday we boarded a red eye out of Dallas, Texas and headed to the city of entertainment....   [tags: Las Vegas metropolitan area, Colorado River]

Better Essays
951 words (2.7 pages)

Case Study : Las Vegas Citycenter Essay

- Las Vegas CityCenter is home to the Veer Towers, a completely private residential high-rise community of two 37-story towers catering to those seeking a remarkably relaxed haven in the heart of Las Vegas Boulevard. Built at opposing five degree angles, the towers’ stately presence commands attention, and the posh interior is well-curated with tasteful artwork embellishing common areas. Eye-catching pieces include sculptures, large-scale installations and paintings created by artists from all over the world....   [tags: Las Vegas Strip, MGM Mirage]

Better Essays
786 words (2.2 pages)

Essay on Jordan Kuwait Bank: Strategic Analysis and Positioning

- Introduction Over the past few years, the global business operating environment has increasingly become challenging. First it was the global financial crisis followed almost immediately by the Europe crisis-which is currently threatening to become a global economic crisis-that presented these challenges. It was argued that economies, such as Jordan which are relatively smaller players in the Global arena would not suffer the adverse effect of the crisis. In fact Jordan and Lebanon were the main Middle East countries expected not to suffer from the adverse effect of the crisis....   [tags: SWOT Analysis]

Better Essays
2973 words (8.5 pages)

GPS - Global Positioning System Essay

- What is GPS. The Global Positioning System (GPS) was developed by the Department of Defense and consists of a group of 24 satellites which are monitored by five ground stations. It essentially allows you to pinpoint your location anywhere on the surface of the Earth, even in cloudy weather, with the use of a GPS receiver. The GPS receiver is a navigational device that uses these satellites as reference points to calculate your position on the ground. It does this by triangulating your position between at least 3 satellites....   [tags: physics global positioning systems]

Better Essays
1095 words (3.1 pages)

Fear And Loathing In Las Vegas Essay

- Fear And Loathing In Las Vegas The story begins abruptly, as we find our mock heroes out in the desert en route to the savvy resort of Las Vegas. The author uses a tense hitchhiker as a mode, or an excuse, for a flashback that exposes the plot. An uncertain character picked up in the middle of the desert who Raoul Duke, the main character, feels the need to explain things to, to help him rest easy. They had two bags of grass, seventy-five pellets of mescaline, five sheets of high-powered blotter acid, a salt shaker half-full of cocaine, and a whole galaxy of multicolored uppers, downers, screamers, laughers....Also a quart of tequila, a quart of rum, a case of Budweiser, a pint of raw eit...   [tags: Film Movie Movies Films Las Vegas Essays]

Better Essays
736 words (2.1 pages)

Essay Life in Las Vegas

- Life in Las Vegas Hell is expensive. This is my first thought as my plane lands in Las Vegas. The Luxor hotel's glass pyramid seems dangerously close to the runway's edge, as do its chocolate-and-gold sphinx and rows of shaved palms. I wonder if these rooms tremble when jets land. Behind the Luxor are mountains kissed by dust the hue of bone; to its left lies the Strip, where color is so bright it looks like it has died, rotted, and come back as a poisonous flower. I have been forewarned. First, I am told flying in at noon is "not the way to enter Vegas." Correct entry is at night....   [tags: Creative Writing Short Stories Las Vegas Essays]

Better Essays
4211 words (12 pages)

Positioning Essay

- Positioning Many people consider marketing as a means to let creative juices flow. In many ways, this can be true. But what many do not realize is that marketing needs common sense and logic to a certain extent. This applies to both internal and external marketing. Companies tend to lose focus – whether it be because it is having a difficult time dealing with high growth or because a few upper management ‘wanna-be’s’ try something bold (without thinking). This is where positioning comes into play – if you want to survive or prosper, that is....   [tags: Marketing Advertising Advertisements Essays]

Better Essays
840 words (2.4 pages)