Genting Singapore: Evaluation of Sustainable Competitive Advantage and Strategic Issues Faced

Table of Contents
A). Introduction...............................................................................................................................2
A). Evaluation of Sustainable Competitive Advantage of Genting Singapore...............................3
B) Strategic Issues Faced by the Organization................................................................................6
D). Recommendation of Suitable Business-level Strategy............................................................13
F). Formal Report..........................................................................................................................18
References......................................................................................................................................23

A). Introduction
In the present report, a strategic business report for Genting Plc. has been constructed. The report
has discussed the current trends in the gaming industry and its impact on the casino industry. In
this regard, two major issues, the challenge of employee diversification and the based credit has
been highlighted. The report has suggested the strategy of new market development to deal with
the issue. Digital software can be used to support the plan. In order to control bad debt, the
companies should profile habitual reporters. They can use data analysis machine to analyze the
gamer. The company should not give credit to the customers with low rating
.

A). Evaluation of Sustainable Competitive Advantage of Genting
Singapore
Genting Singapore Plc is the leading resort and international gaming specialist. It provided
services in developing, operating and marketing in casinos and international resorts. Other
strengths of the organization are leadership, management, financial backing and investment
discipline. Genting has diversified operations in development and operations of the resort, casino
operations, international sales and marketing service and IT application services. It has the
largest casino in the UK and a state-of-technology casino in Singapore (Sallaz, 2002). The resort
is built at a unique location, which is nearby Universal Studios, a major tourist hub in the
country. The company has established a tourist bridge so that the customers can easily travel to
the resort. The vicinity to the business block and other tourists’ attractions serves as an excellent
tourist attraction for the company.
In 2010, the company also obtained a casino license by the Casino Regulatory Authority of
Singapore. The resort facilities were excellent and at-par with the top resorts and casinos of the
world. The organization is committed to conduct all the operations ethically with the highest
standards of operations. The company is developing its business operations in a responsible
manner. All the company’s operations are conducted in a transparent and accountable manner. It
is the first integrated resort of Singapore and it has become the preferred choice of resorts for the
gamers. It has a convention hall, which is booked throughout the year to appeal to the age groups
of different people. It has become the model for the global resorts. It is the pioneer organization
and family holiday destination (Cookson, 2017). The destination of the resort serves as a major
competitive advantage for the organization. Another sustainable competitive advantage of the

organization is its adherence to the corporate policies and legislations related to gaming. All the
gaming and casino practices are fair and adhere to government legislations. It has encouraged
investors and customers to participate in the gaming and casino activities.
Genting Singapore is an international marketing and sales organization, which provides sales and
marketing services to the offices in Singapore, Hong Kong, India, Thailand, China and
Indonesia. It also provided support services in IT application development. All the systems of the
organization are fully automated and manage the operations of the organization (Suh, & lhaery,
2016). It provides comprehensive services to its customers. Therefore, the customers can access
the organization for any purpose. Overall, it has supported the organization in increasing its
brand equity.
The company has used differentiation and niche strategy to achieve at-par performance
and give superior results to the customers. The company uses differentiation and niche strategy
to differentiate itself from the competitors. Although, in the Singapore, it has obtained a
differential brand equity and name. However, there are several competing organizations willing
to enter the Singapore market. These competitors are present in different countries; however,
they are willing to enter the Singaporean market to reap the benefits of new market. The strategic
location of the resort is also a core competency of the organization (Kim & Kang, 2018). It is
located near to the Universal Studios; therefore, a large number of visitors prefer staying there. It
also increases the awareness of the customers towards the resort. The Gaming enthusiasts from
all over the world come visit the resort as a part of their travel plans. Other than that, other
tourists from all across the globe also prefer staying at the resort as it is nearby several tourists
attractions. In order to attract more tourists, the company is establishing new adventure parks in
the nearby locations.

The business organization has attained competitive advantage by creating value for the
customers through superior product offering. It includes the use of smart cards, roulette table
games and poker games. The company also uses promotional activities such as poker tournament
and raffles (Gainsbury, Russell, & Hing, 2014).
Along with it, it also provides complimentary service such as free taxi to drop and pick the
customers, offering free telephone calls, complimentary service such as drop and pick facility to
the customers and providing excellent service to the customers. As it is a part of the service
industry, these services play a critical role in increasing the overall standards of the service. The
customer evaluates their experience according to the services offered to then during their stay
(Han, Choo, Lee & Hwang, 2017). These activities motivate the customers to prolong their stay and
come on repeated visitors. As it is one of the most prominent organizations in the Singapore,
word-of-mouth also works well for the organization.
The company has used several approaches to increase its competitiveness in the market, such as
good management, highly trained staff, offering complimentary services, enhanced customer
services and flexibility in the use of service. The company is trying to base its competitive
advantage based on three fundamentals, which are the company, staff members and the
customers. In the past years, the company has faced intense competition; however, it has
established a brand image for itself (Hayes, 2017). It has maintained a distinguished position for
itself by working responsibly towards the external environment. The company is dedicated
towards the sustainability practices and tries to reduce the negative impact of business operations
on the environment. It has adopted waste management practices so that it emits minimal waste.
The company also adheres to proper waste treatment, before it disposes its waste.