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Atlantic City Casino Case

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1.

STEPS IN THE VALUE CHAIN
ACTIVITIES AT EACH STEP IN THE VALUE CHAIN: WITHOUT THEME PARK
ACTIVITIES AT EACH STEP IN THE VALUE CHAIN: WITH THEME PARK
DIFFERENCE ; STRATEGIC ISSUES

Step 1: Advertising and general promotion
Advertising focused on traditional media locations; mostly local, and targeted to those who live within 150 miles, and are middle aged or older. Advertising emphasizes mostly new attractions to draw old and new visitors.
Advertising and promotion focused on a younger audience, those with kids, promotions for families with kids stay free etc...
The focus should be to middle-aged visitors as well who have more leisure-time and willing to stay longer. Difference in the amount of advertising and promotion, though the nature of the advertising will differ. Young crowd won’t like to hang out with older ones.

Step 2: Local and regional transportation
Most visitors now arrive by bus and stay one day; the proportion of bus visitors is also increasing. There is a need to focus on travel agents and on providing affordable bus trips for this audience. Should provide accommodations for those traveling via bus (lounge area while waiting for bus arrival, etc.)
New focus likely to be on car traffic and some air travel for families, in addition to the bus traffic. Affordable air-fare packages for families might be a good idea. Enough parking space, free valet, etc. Or hotel buses for group-packages to/from airport.
The transportation patterns are likely to be quite different and the need for parking, taxi service to/from airport. The distance from airport is important.
Bus accommodations will play a factor in the strategy without the theme park.

Step 3: Casino Operations
Traditional operations of casino, such as gambling, restaurants, shopping, and security, etc. Focus more on adult-oriented entertainment (bars, etc.) to give

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