Las Vegas Convention and Visitors Authority

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MKT2316-Marketing II

Professor: Margaret O’Brien

“M CREW Consulting”

Group Members

Maloza Zulu, Mehrdad Alvandpour, Marc Marcelo, Mahad Dirieh, Edward Tarpeh

Table of Contents

Executive Summary………………………………………………………………………………………………………………………………..3

Situation Analysis…………………………………………………………………………………………………………………………………….6

Assumptions……………………………………………………………………………………………………………………………………………9

Central Problem……………………………………………………………………………………………………………………………………11

Evaluative Criteria…………………………………………………………………………………………………………………………………13

Alternatives……………………………………………………………………………………………………………………………………………15

Analysis of Alternatives…………………………………………………………………………………………………………………………21

Decision and Justification………………………………………………………………………………………………………………………24

Implementation……………………………………………………………………………………………………………………………………25

Bibliography and Appendix/Appendices……………………………………………………………………………………………….28

Executive Summary

Las Vegas has been quite a popular tourist spot for many travellers, especially being one of the second largest volumes of visitors out there in the past years with more than 35.5 million travelers. There have been many people from all over the world that visit Las Vegas for the purpose of seeing some of the beautiful sites, casinos, conventions, events, bars and clubs this city has to offer to their visitors.

For many years now, Las Vegas has its history to be known as sin city due to all the casinos and entertainment that goes forth within this place. The largest attraction to this city are often newlyweds, single men/women, people of ages 21 and up, citizens who absolutely enjoy gambling and business people that have the money to spend. Las Vegas can be quite expensive in terms of the entertainment that is available for those that visit and for the things that go on in this city.

With the help of LVCVA (Las Vegas Convention and Visitors Authority), it has help bring many people out this city. LVCVA has been operating for almost 50 years promoting Las Vegas in maximizing the occupancy of hotels, promotional deals to events, city’s convention, lodging, and entertainment facilities.

LVCVA has been operating mostly within the United States and promoting within emerging cities like Portland, Oregon, and Atlanta offering their affordable services to family household members, senior citizens, adults and more. Also, they have their competing cities like Vancouver and Montreal that is emerging to new heights of promotional events, casino deals, hotel deals and tours.

Despite some of the factors that has affected LVCVA through their marketing strategy in attracting the Canadian Business market, our marketing team has decided to do some research and hopefully be able to come up with a possible solution towards the central problem.

First of all, we decided to take a look at the central core problem that LVCVA has been experiencing and make a few assumptions as far as some things that has been left unmentioned in the case. The central problem that has been presented to us elaborates on how LVCVA is going to continue making inroads into the Canadian business market. For example, we plan to present possibilities for LVCVA towards increasing their marketing strategies through evaluating their situational analysis. Secondly, we will go forth and analyze some of the situational factors that may be affecting LVCVA’s strategy in marketing towards the Canadian industry. Thirdly, we will be performing some possible assumptions, alternatives, and the criteria that are involved for LVCVA.

Our team has chosen the private sector as the alternative. We decided to strongly focus on this area because it is the most populated sector in the industry. The case will fully elaborate more details as to why we have chosen this as our