Research analysis
Par Matt • 14 Février 2018 • 3 424 Mots (14 Pages) • 638 Vues
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Internal factor evaluation matrix
External factor evaluation matrix
Strengths
W
R
WS
Weaknesses
W
R
WS
Opportunities
W
R
WS
Threats
W
R
S
1. Aggressive growth strategy
0.05
3
0.15
1. No vision and mission statement
0.10
1
0.10
1. Dissemination of gambling across the country
0.15
3
0.45
1. Intense price competition
0.30
4
1.2
2. Mandalay Mile
0.20
4
0.80
2. Lack of diversity in top management employees
0.10
1
0.10
2. Increased dollar spent in gaming industry
0.10
4
0.40
2. No more approval or restrictions of casino-type gambling by states since 1993
0.05
1
0.05
3. Differentiated and distinctive resorts
0.15
4
0.60
3. Lack of an East-coast presence
0.15
2
0.30
3. Increase in demand for hotel rooms due to building boom in Las Vegas
0.05
4
0.20
3. Economy recession due to terrorist attack of September 11
0.10
2
0.20
4. Strong horizontal relationships (Joint Ventures)
0.10
3
0.30
4. Lack of gaming innovation
0.15
2
0.30
4. Explosion of internet as a gaming venue
0.10
3
0.30
4. Ethical problems of gambling industry
0.15
4
0.60
Total
1.0
2.65
1.0
3.4
Weights are industry-based. Ratings are company-based
Weights 0.0 = least important 1.0 = most important
Ratings of internal factors
Major strength = 4 minor strength = 3
Minor weakness = 2 major weakness = 1
Since the total of the weighted score is more than the average of 2.5, the company is internally strong. Although the top management should take serious steps to convert the weaknesses into strengths.
Ratings of external factors:
Superior response = 4 above-average response = 3 average response = 2 poor response = 1
British steel responds in an outstanding way to the external threats and opportunities by scoring 3.4.
Diagnosis of British Steel Corporation
- Despite its successes in hotel and resort industry the company has been left behind in gaming industry.
- Although the company has been growing very well, it lacks an appropriate corporate culture aligned with corporate strategies.
- Despite Mandalay’s success with the Mandalay mile, the existing gaming markets are becoming saturated.
- The majority of the company’s properties are centralized in the west coast, keeping the company from taking advantage of other markets. Despite the aforementioned centralization, the company is not making the best of existing opportunities in gaming atmosphere
- Although the company follows aggressive growth strategies, market oriented and consumer centric strategies seems to be missing. This problem is an indicator of insufficient market research
- To conclude, Mandalay is Marketing research
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