Harvard Case - Viva Macau (A)
"Viva Macau (A)" Harvard business case study is written by Dante Roscini, G.A. Donovan. It deals with the challenges in the field of Business & Government Relations. The case study is 26 page(s) long and it was first published on : Dec 20, 2013
At Fern Fort University, we recommend Viva Macau pursue a strategic growth plan focused on expanding its market share in the Macau gaming industry while simultaneously diversifying its revenue streams and enhancing its corporate social responsibility (CSR) initiatives. This strategy should leverage the company's existing strengths, capitalize on emerging trends in the region, and navigate the complex political and economic landscape of Macau.
2. Background
Viva Macau, a subsidiary of the Hong Kong-based Galaxy Entertainment Group, is a major player in Macau's burgeoning gaming industry. The company operates a large integrated resort complex featuring casinos, hotels, restaurants, entertainment venues, and retail outlets. The case study highlights the company's success in attracting tourists and generating revenue, but also underscores the challenges it faces in a rapidly evolving market.
The main protagonists of the case study are:
- Lawrence Ho, the ambitious and visionary CEO of Viva Macau, who seeks to expand the company's reach and influence.
- The Macau government, which is actively promoting the development of the gaming industry while also seeking to diversify the economy and address social issues.
- The Chinese government, which exerts significant influence over Macau's political and economic landscape.
- Competitors, such as Sands China and Wynn Macau, who are also vying for market share in the lucrative gaming industry.
3. Analysis of the Case Study
This case study can be analyzed through the lens of Porter's Five Forces framework, which helps understand the competitive landscape and identify opportunities for strategic growth.
- Threat of New Entrants: The high barriers to entry, including significant capital investment and government licensing requirements, make the threat of new entrants relatively low.
- Bargaining Power of Buyers: Tourists and high rollers have moderate bargaining power, but Viva Macau can differentiate itself through unique experiences and loyalty programs.
- Bargaining Power of Suppliers: The company has moderate bargaining power with suppliers, but its reliance on imported goods and services makes it vulnerable to supply chain disruptions.
- Threat of Substitute Products: The threat of substitutes is moderate, as alternative forms of entertainment and gambling exist, but Macau's unique position as a gaming hub provides a competitive advantage.
- Rivalry Among Existing Competitors: The rivalry among existing competitors is intense, as companies compete for market share and customer loyalty through aggressive marketing and expansion strategies.
Key challenges for Viva Macau:
- Increased competition: The gaming market in Macau is becoming increasingly competitive, with new entrants and existing players expanding their operations.
- Economic slowdown: The global economic slowdown and the decline in Chinese tourism have impacted Macau's gaming industry, leading to lower revenue and profit margins.
- Government regulations: The Macau government is tightening regulations on the gaming industry, including stricter oversight of VIP gaming and increased taxes.
- Social responsibility: The company faces increasing pressure to address social issues, such as gambling addiction and environmental sustainability.
Opportunities for Viva Macau:
- Diversification: The company can diversify its revenue streams by expanding into new markets and offering non-gaming experiences, such as entertainment, shopping, and dining.
- Innovation: Viva Macau can leverage technology and innovation to enhance its customer experience, improve efficiency, and create new revenue streams.
- Strategic partnerships: The company can forge strategic partnerships with other businesses and organizations to expand its reach and access new markets.
- CSR initiatives: Viva Macau can enhance its CSR initiatives to attract socially conscious customers and build a positive brand image.
4. Recommendations
Viva Macau should implement the following strategic initiatives:
- Expand into new markets: Explore opportunities to expand into other emerging markets, particularly in Southeast Asia, where there is strong demand for gaming and entertainment.
- Develop non-gaming attractions: Invest in developing non-gaming attractions, such as theme parks, cultural experiences, and family-friendly entertainment, to attract a wider range of tourists.
- Enhance the customer experience: Leverage technology and innovation to personalize the customer experience, improve efficiency, and create unique experiences.
- Strengthen CSR initiatives: Implement robust CSR initiatives that address social and environmental issues, such as responsible gaming, environmental sustainability, and community engagement.
- Foster strategic partnerships: Partner with other businesses and organizations, such as airlines, travel agencies, and entertainment companies, to expand reach and access new markets.
- Invest in research and development: Invest in research and development to identify new technologies and trends that can enhance the gaming experience and create new revenue streams.
- Develop a strong brand identity: Build a strong brand identity that emphasizes the company's commitment to customer satisfaction, innovation, and social responsibility.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Viva Macau's core competencies lie in its ability to attract tourists, provide exceptional customer service, and manage large-scale operations. The recommendations are aligned with the company's mission to be a leading provider of integrated resort experiences.
- External customers and internal clients: The recommendations address the needs of both external customers, who seek entertainment and excitement, and internal clients, who seek job security and career growth.
- Competitors: The recommendations are designed to differentiate Viva Macau from its competitors by offering unique experiences, expanding into new markets, and emphasizing CSR initiatives.
- Attractiveness ' quantitative measures: The recommendations are expected to generate positive returns on investment through increased revenue, improved efficiency, and enhanced brand value.
6. Conclusion
By implementing these recommendations, Viva Macau can navigate the challenges and capitalize on the opportunities presented by the evolving gaming industry in Macau. The company can achieve sustainable growth by diversifying its revenue streams, enhancing its customer experience, and demonstrating its commitment to social responsibility.
7. Discussion
Alternatives not selected:
- Focusing solely on the VIP gaming market: While this strategy could generate high revenue, it is highly vulnerable to economic downturns and government regulations.
- Merging with a competitor: This strategy could create a dominant player in the market, but it carries significant risks, including antitrust scrutiny and potential cultural clashes.
Risks and key assumptions:
- Economic uncertainty: The global economic outlook remains uncertain, which could impact tourism and gaming revenue.
- Government regulations: The Macau government may implement new regulations that could impact the gaming industry, including stricter oversight and increased taxes.
- Competition: The gaming industry is highly competitive, and new entrants and existing players may introduce new products and services that could erode Viva Macau's market share.
8. Next Steps
- Develop a detailed strategic plan: Define specific objectives, timelines, and resource allocation for each recommendation.
- Conduct market research: Gather data on emerging markets, customer preferences, and competitor activities.
- Secure necessary approvals: Obtain approvals from the Macau government and other relevant stakeholders for expansion plans and CSR initiatives.
- Implement the recommendations: Execute the strategic plan with a focus on efficiency, innovation, and customer satisfaction.
- Monitor progress and adapt: Continuously monitor progress, assess performance, and make adjustments to the strategic plan as needed.
By taking these steps, Viva Macau can position itself for long-term success in the dynamic and competitive gaming industry of Macau.
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Case Description
A fast-growing Macau-based airline backed by private US investors faces a dramatic expropriation in the wake of the first change of head of government since the former Portuguese colony became a Special Administrative Region of China. The case allows students to explore what Foreign Direct Investors can do to foresee a possible expropriation event and what options they might consider to protect themselves ex-ante or fight the outcome ex-post.
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