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

This report evaluates the sustainable competitive advantage of Genting Singapore and the strategic issues faced by the organization. It discusses the current trends in the gaming industry and suggests a new market development strategy to deal with the challenges. The report also highlights the strengths, weaknesses, opportunities, and threats faced by the organization.

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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.

Other than that, the company is also trying to provide optimal customer service to the customers
of the business organizations. The organization is also focusing on providing appropriate
services to the customers, which include medical cover, transportation, meals, education to the
children. The employee provides sustainable competitive advantage by offering better customer
services to the competitors (Han, Lee, & Hwang, 2018). It encourages the employees of the
organization to provide optimal services to the customers. The company offers several training
and incentives facilities to enhance the level of customer service to the customers.
B) Strategic Issues Faced by the Organization
In the present section, SWOT analysis of the organization is conducted to analyze the strengths
and weaknesses of the organization. The analysis also identifies the market opportunities and
threats, which can address the current situation.
Strengths
 There are several barriers to the market
entry
 The labor cost is limited
 Brand value in local market
 High profitability ratio
 Domestic market (Loi, & Kim, 2010)
 Strong distribution and sales network
 The company has a strong relationship
with its suppliers and the partners
 It offers unique products
 The industry is economic as it has low
investment an high profitability
 The luxury hotel is with excellent
infrastructure and sound financial
backing to run the gambling and casino
business
Weaknesses
 The cost and income structure is critical
 It has a limited product portfolio
 The competitiveness in the market is
high
 High dependence of technology
(Genting, 2018)
 In Singapore, market concentration of
casinos is low and saturated at the
places, where gambling is legalized
 Loose credit terms
 Opportunities
 The opportunities in the gaming
industry are:
 Constantly growing economy
Threats
 Fluctuations in Price
 Technological issue in operations
 Intensified competition in the market

 Exploring new markets
 High income level of users, which can
result in increased profitability
 The industry is changing at a rapid rate
(Orneo Port, 2010)
 The countries are forming new trade
agreements, which can expand the
business
 Availability of global markets
 Expansion in market size
 The number of competitors is low, as it
is difficult to enter the industry due to
several stages of licensing and financial
backing
 The threat of gaming substitutes is high
as these activities are available at a low
cost
 certain strict policies and government
regulations for the gambling business
With the analysis, it can be identified that Genting Singapore Inc. is a leading casino and
gambling organization. However, there are certain market scenarios, which impact the operations
of the organization. From the analysis, it can be identified that the intense competition in
Singapore is one of the major issue. In the scenario of intense competition, the company needs to
develop a niche competitive position for the organization. Several companies are trying to enter
the market of Singapore as the competition in the market is comparatively low than other
markets. It can impact the long-standing monopoly of Genting in the casino history. There are
also several counterfeit organizations, which are trying to copy the business plan of Genting and
proposing to open an integrated resort for the organization (Gu, & Gao, 2006).
According to market intelligence reports, the target market of the company is foreigners from
nearby countries such as India, Taiwan, Arabic countries and Indonesia. The percentage inflow
of customers from Singapore is 6%, which is very low. There are several overseas visitors;
however, the establishment of new resort will divert these visitors to new resorts. The Malaysian
also popularly travels to the integrated resorts as day travelers. They have a high tourism
percentage due to the proximity of the countries (Kale, 2007).

The increase in the number of competitors can reduce the revenue incurred by the organization.
The company can retain its current customer base by the cost of heavy expenses.
Currently, the resort and tourist destinations are obtaining a high level of subsidies as the
government wants to promote tourism in the country. These subsidies can be in the form of
petrol, rice or other consumer product. If intense competition occurs in the gaming and casino
market, the subsidies provided to the companies will be reduced (Borneo Post, 2010).
The external conditions to the organization impacts the business operations of the organization.
The competition from the new entrants to the industry is less. The luxury hotel, Genting is with
excellent infrastructure and sound financial backing, which supports gambling and casino
business (Álvarez‐Martínez & Lahr, 2016). The company is safe from the new competitors as
several obstacles such as long application process and expensive application for a license. There
are also certain strict policies and government regulations for the gambling business; the start-up
capital for the casino business is very high.
In Singapore, there are a significant number of business organizations working in the casino
industry. The market concentration of casinos is low and saturated at the places, where gambling
is legalized. There are high exit barriers such as high leverage and huge investment (Lo, 2009).
Therefore, extent of rivalry in the industry is limited.
In the casino industry, the suppliers include providers of alcohol, food and machines. The raw
material providers are not able to impact the business of the organization. The suppliers cannot
exert any kind of pressure on the organization and Genting can easily switch from one supplier to
another. Other than that, there is large number of suppliers; moreover, these are generic suppliers
as the industry has large number of options.

There is little difference among the source products. There are a large number of suppliers who
supply the products at the same rates and sane quantity. It can be critiqued that it is easier for the
organization to integrate backward; therefore, the overall power of suppliers is limited. In the
gambling industry, there are a large number of substitutes available for gambling and
entertainment (Wu & Chen, 2015). There are several substitutes to the gambling such as lotteries,
sports and car race. In the recent years, online gambling has become a popular trend (Piscitell,
Harrison, Doherty, & Carmichael, 2017). In gambling, the companies impose high taxes, which
deviates the customers towards other entertainment activate. Moreover, cost of direct gambling is
also very high. The end consumer or gamblers can easily switch from one competitor to another.
It enhances the level of competition among the business organizations. It is a fragmented market,
with diverse geographic features (Kilby, Fox, & Lucas, 2005). The switching cost is very low and
the consumer section is price sensitive.
Therefore, two significant challenges for Genting Singapore is the intense competition in the
market and loose credit terms. The company can use several strategies such as marketing and
human resource training to fight the stiff competition. Another challenge for the organization is
the loose credit terms. Different approaches such as background check and credit score of the
customers can be used to reduce the loss incurred by loose credit terms.
C). Strategic Objectives
The company has developed its brand as the leader in sustainable and integrated development of
resorts all across the globe. The mission of the organization is to develop state-of-technology,
world class resorts, which can transform the tourism destination and uplift the local economy.
However, there are certain challenges in the operations of the organization.

Currently, the company is following several strategic objectives to achieve the business goals
and objectives. Genting Singapore is dedicated to create more jobs through sustainable practices.
The company is trying to explore new avenues so that it can minimize the impact of business
operations on the organization.
The core values of the company are trustworthiness, integrity and mutual respect. The company
tries to build a workforce, which imbibes these values and emphasize on the customer value.
The management team of the organization follows the appropriate standards of corporate
governance. It has audit and risk committee, which includes the audit plan for the external and
the internal auditor (De PhD, 2013). These audit plans are also aimed at reducing the amount of
credit risk in the organization.
The risk and audit plan also include the financial, operational and compliance control policies
(Nattrass & Seekings, 2016). Genting Singapore is using sustainability approach to develop its
human resources and core competency such as maintaining the integrity of the assets, regulatory
compliance, maintaining the corporate branding and reputation, leadership and succession
planning and community care. These approaches will assist the organization in delivering
effective customer services to the customers.
The company promotes diverse employees and inclusion; however, several ethnic and cultural
challenges are faced by these employees. Recently, the company faced legal issues regarding the
use of foreign workers in its current operations (Kong, 2014). The company is operates in a
multinational and multiethnic environment. A significant section of the organization’s customer
base is comprises of the foreign customers. Therefore, it is important that the organization has a
diversified workforce, which can understand the needs of different customers and offer them

appropriate services. The company is also facing the issue of loose credit terms. The company is
forced to provide loose credit to enhance the business, but is having negative effects on the
business. There are several rogue customers, who are taking too long to pay or do not pay to the
organization (Jing, 2014). Following strategic objectives can be used to address these issues in
the organization:
 It can be critiqued that Genting Singapore, can adopt a top-down or bottom-up strategy to
enhance diversity and inclusion at the workplace. The company is also facing charges
regarding the absence of diversity in the workplace. Several previous employees have
complained that the company is not treating its past employees fairly. Therefore, leaders and
managers of the organization support diversity and implemented several policies to
encourage it. In the recent years, the company has adopted various proactive strategies to
foster diversity at the workplace. However, overall efficacy of these strategies in promoting
inclusion is limited (Evans & Topoleski, 2002). The employee engagement is most crucial in
reaching all the levels of organization and communicating the importance of diversity and
inclusion to different employees. Most of the employees are receptive to the diversity efforts;
however, they do not have the confidence and knowledge to take the actions.
 As customer service and employee dedication is important for the profitability of the
organization. The company can take efforts to encourage the employees to support
diversity and inclusion. There are certain diversity goals and vision of the organization
and they should be connected to the objectives of the business enterprise. The employees
should be acknowledged the importance of diversity in the job role and the importance of
job role in fostering diversity (Wong, 2012). The HR department of the organization
should emphasize to foster diversity at the workplace. At the current times, diversity is

the considered as the approach towards innovation and market growth. However, there
are certain challenges of the diverse teams. In the present, there are few challenges faced
by the diversified teams such as the minority group in these teams feel undervalued by
the entire team. The majority team considers that the focus of the group is minority group
and they feel alienated in their own team. There are several cultural conflicts and the
team members develop closed groups among the teams. It creates conflicts among the
group members.
While implementing a strategy it is important for the company analyze its outcomes on
the business organization. The measures used to analyze the success of a strategy are
termed as the key performance indicators (KPI)s. In the current situation, the organization
can use KPI of employee and guest satisfaction survey. The company can conduct
interview after the visit of the guests regarding the impact of the overall satisfaction with
the services (Wu & Chen, 2015). The questions will be associated with the behavior of the
employees and the overall service delivery.
 In the hospitality industry, the services provided to the customers are extremely
important. The company should make efforts that the employees are well-trained to deal
with every customer. In this regard, the employee survey is very important. While dealing
with the customers, they acquire crucial information regarding the customers, which can
be used in the future management of the service. The organization should also encourage
the employees to respond to the employee survey with integrity and honesty. The
employees should be motivated to actively engage in the diversity efforts. They volunteer
to organize diversity awareness activities or events (Akee, Spilde & Taylor, 2015). The
organization should plan to organize mentor or mentee relationship. It can lead to easy

transfer of information without any hassle. The business organization should also try
implementing software, which can be easily used in the transmission of information.
Genting Singapore can evaluate this strategy with the help of employee survey. The
employees should be asked regarding the current challenges faced by them in delivering
effective services. The employees should also be asked for recommendations and cross-
culture challenges.
 Regarding the credit risk, the company should invest in developing strategies, which can
be used to reduce the number of customers, who refuse to pay their bills or pay bill after a
long time. The system can use different approaches to examine the credit score of the
users. Genting can develop a system or department to identify if a customer has been a
loan defaulter previously and set a credit limit after which the organization will not
provide any funds. The customers should be asked for the reference. New customers
should be providing with a credit limit and the organization should only increase it, when
the customers have a past history of paying their due amount (Piscitelli, Harrison,Doherty &
Carmichael, 2017). In the current case, KPI would be the average number of defaulters
before and after the implementation of these services.
D). Recommendation of Suitable Business-level Strategy
Genting Singapore is a gaming and casino organization, which is a part of service industry.
There is several primary and secondary value creating activities of the organization. In the
current section, a value proposition has been proposed for the upcoming five years, so that the
company can obtain a competitive advantage.

The inbound logistics include certain activities, which can be centralized at the main store and
the store keeper has the charge of these activities. The companies can optimize the storage and
transportation of these items to achieve cost optimization.
There are several types of materials and products, which are further categorized as perishable,
non-perishable, beverages, toiletries, maintenance tools and stationery material (Kuok, 2017).
The organization should construct certain system through which they are able to analyze the
level of each item. There are certain perishable food items, which depends on the demand and
needed to be refilled in a certain time. In the organization, all the departments involved should
provide excellent services to the customer or transform the inputs to the final product. Certain
divisions of the organization such as kitchen and bar department are involved in transforming the
raw materials to the final product (Li, Wong & Kim, 2017). The food is an important KPI for the
services in the hospitality industry. Therefore, the resort should emphasize that the food provided
to the customers is excellent in quality.
The human resource is also considered as the most critical resource for the business organization.
The current report has identified that the human resource management is a challenge for the
organization. The company is struggling to maintain diversity at the workplace. The human
resource contributes to the secondary activities of the organization. In the management of casino
and the resort, human resource management is the most significant activity. It is critical for the
operations of casino, as without it the operations of the organization will be paralyzed. The
organization need to invest a significant amount of the operational cost in the human resource
regularly. The remuneration, training, competitive compensation and motivation programs
increase the operational cost to the organization (Walker, & Sobel, 2016). Due to the intense
competition, the organization needs to invest in the area of recruitment, training, compensation

and reward. The compensation program increases the worker creativity and productivity. The
management also makes efforts so that all the employees have opportunity for timing and
development of the staff (Huang, Tseng, Lin, & Tay, C. 2017). The company should focus on
recruiting the best candidate irrespective of differences in language, ethnicity and culture. In
casino, technology is utilized through smart cards, slot machines, equipment for laundry and
kitchen, surveillance and administration activities.
In order to foster growth in the next five years, the company should follow the strategic approach
of obtaining a competitive advantage over the competitors. It can diversify the tourism
attractions available to the customers. The company can launch an entertainment park and other
tourism attractions to increase overall competitive advantage of the organization. Genting
Singapore is a resort; therefore, the tourists come to spend holidays there. The company can
focus on providing comprehensive entertainment services to the customers. It can include
different entertainment services to the customers. In the resort industry, the entertainment
facilities include leisure, fitness and sports activities. Several times, it includes live entertainment
facilities. These services have a high impact on the customer satisfaction of the guests. In the
resort industry, the selection of the appropriate facilities provided to the customers is
challenging. It can be used to differentiate the customers from their competitors.
Other than that, the hotel should also increase the amenities in the hotel rooms. However, it is
important to analyze that these amenities are highly valued by the customers. Genting Singapore
should also analyze that the amenities are not subsequently matched or copied by the competitors
of the organization. These facilities include fitness centers, hairdryers, ironing rods, minibars and
coffee-makers. Other than that, the organization can also offer full service spa and spa services at
the hotel or resort.

E). Digital technology that could be adopted for supporting value
preposition
With the advancements in technology, it has become easier for the businesses all around to world
to solve many of their problems. It is also to be understood that technology brings efficiency in
the business and eliminates all those factors that tends to destroy the growth of the company. The
same is the case with Genting who is also facing certain kinds of problems in their business
which has been illustrated in the above section. In order to support the value preposition of the
firm some of the technology that can be used is illustrated below.
Diversity management
This has been one of the biggest challenges that human resource managers at Genting is facing.
This challenge has made significant amount of loss to the company. One of the biggest
challenges that Genting is facing in managing diversity is language barrier. With the use of
speech translators, the problem of language can be reduced as they could understand each other
words in a better manner. With the use of performance management tools, company can make
sure that all the employees irrespective of their background can be treated in an equal manner.
This will also ensure employee retention which is a major problem for the cited firm. With the
monitoring system installed inside the firm it would be easier for the leaders at the higher
position to make sure that any unfair practices is not prevalent inside the firm. This will not only
help the firm in ensuring the safety of the employees who are from different country background
but will also ensure their satisfaction at the workplace.
Apart from this the software related to the HR practices like the appraisal system can be used.
This would help them in eliminating discrimination in the promotions and various other things. It
was seen that the employees from different regions of the world did not get proper wages. Hence

the software for managing the HR operations can be used. There are many such kinds of
software that can be used. All these software have the ability to make sure that all the employees
irrespective of their backgrounds get their salaries on time. The software generated salaries will
reduce the discrepancies in properly calculating the actual wages of the employees. This
accounts to the fact that many a time there is deliberate errors and many a time unintentional
errors happens. The software for calculating the wages will take proper account of factors that
changes the wages and hence will produce actual wages.
If they get to use the online software for selection and recruitment purpose then they will be able
to get the employees from different time zones and cultural backgrounds. Top leadership can
also utilize this software to remove the barriers that are restricting them from hiring people of
different cultural backgrounds. Adoption of technology always removes the natural barriers that
is caused by ego of some or the other person sitting at the top position. It is seen that people from
one background did not allow others to be a part of the organization and hence making such
practices more common. The adoption of various technologies will not allow these improper
practices to happen in the company.
Profit decline
This is again the bigger problem that is faced by the company. Technology needs to be upgraded
so as to make sure that their profit margin gets on the higher side. The credit loss which has been
the major problem for Genting can also be removed with the help of advanced softwares. With
the use of software of accounting a company reduce the chances of credit loss. This is due to the
reason because it will help the firm in making sure that they have an effective calculative tool
that will help them in finding the actual problem due to which credits gets lost.

Apart from this the data management tools like the cloud computing can help the firm in making
sure that they have a record of all the people that are coming to Genting. This will also help in
accessing the past record of the people regarding whether if they are defaulters or not. This
would help them in ensuring that they will not give money to someone who has been defaulter in
the past. The global network for accounting will help in accessing the data as soon as possible.
All these available technologies have some kinds of disadvantages. But if used in a proper
manner then it can minimize both the challenges that is faced by the company and will add as a
value preposition for the firm. This is necessary for the growth of the firm.
The gambling companies suffer from the risk of the credit risk by the gambling adductors. The
companies can use behavioral data to analyze the information regarding the onset of gambling
addiction. The gaming companies can collect the data regarding the betting patterns of different
users in a company. This data can be collected regarding the betting patterns, tine of the day,
frequency of betting, and the size of the bets and the types of games played by an individual. The
identification of gambling addiction is commercially beneficial for the organization. It is also
beneficial for the long term sustainability of the organization.
F). Formal Report
Genting Singapore Plc was founded in 1984 and listed on Singapore as the leading organization
is gaming and resort development. The company has been at the forefront of gaming and resort
development. Genting Singapore owns Resorts World Singapore (RWS), which is one of the
largest integrated resorts in Asia and encompasses the convention facilities, food and retail
outlets. The company was publically listed on the Singapore Security Exchange Board in 2005.

Genting Singapore and its subsidiaries own several resorts in Australia, the Bahamas, Malaysia,
Singapore and the United Kingdom. It is one of the largest publically listed organizations.
Genting Singapore has the core competency of 12,500 employees, who have a large and diverse
experience. The employees come from diverse locations as the organization support diversity
and inclusion.
However, there are certain issues in the current operations of the organization. The company
promotes diverse employees and inclusion; however, several ethnic and cultural challenges are
faced by these employees. Recently, the company faced legal issues regarding the use of foreign
workers in its current operations (Kong, 2014). Moreover, the company is also facing the issue of
loose credit terms. The company is forced to provide loose credit to enhance the business, but is
is having negative effects on the business. There are several rogue customers, who are taking too
long to pay or do not pay to the organization (Jing, 2014).
It can be perceived that the afore-mentioned issues pertain to the human resource department and
the operations department of the organization. These issues can be resolved by following certain
strategies:
 The company should follow a top-down, bottom up strategy to enhance diversity and
inclusion at the workplace. Genting Sigapore’s management and leadership have
supported diversity and have implemented several policies to encourage it. However,
employee engagement is most crucial in reaching the mass and communicating the
importance of diversity and inclusion to all the employees. Most of the employees are
receptive to the diversity efforts; however, they do not have the confidence and
knowledge to take the actions.

 The company can take efforts to encourage the employees to support diversity and
inclusion. There are certain diversity goals and vision of the organization and they should
be connected to the objectives of the business enterprise. The employees should be
acknowledged the importance of diversity in the job role and the importance of job role
in fostering diversity (Wong, 2012).
 The organization should also encourage the employees to respond to the employee survey
with integrity and honesty. The employees should actively engage in the diversity efforts.
They volunteer to organize diversity awareness activities or events. The employees
should plan to become a mentor or mentee to develop relationships with the colleagues.
 Employees should be culturally competent and have knowledge of diverse cultures. They
should take out time to learn about different cultures, religions and background of people
(Pedrelli, 2014).
 Regarding the credit risk, the company should invest in developing strategies, which can
be used to reduce the number of customers, who refuse to pay their bills or spy bill after a
long time.
 Firstly, the organization should develop a system or department to analyze the
trustworthiness of customers and set a credit limit after which the organization will not
provide any funds. The customers should be asked for the trade reference. New
customers should be providing with a credit limit and the organization should only
increase it, when the customers have a past history of paying their due amount at the
significant number.
 The organization should develop a strategy to maintain the steps of the delay payment.

Genting Plc. can grow its business through diversification. All the market development and
the business expansion strategies comprise of one of the following strategies, namely, market
development, product development, market penetration and diversification of the product.
It is recommended that Genting should target new customers at other parts of the world. In
this case, the product will remain same; however, it is targeted audience has changed. The
organization should develop performance indicators so that the progress in these issues
should be evaluated (Hsu, 012).
In diversity and inclusion, the organization should evaluate the increase in the number of
foreign employees. The key performance indicator will analyze the number of employees
from diverse ethnic and cultural background. The ration of foreign and the local employees
after the end of six month will be included.
Another performance indicator will examine the amount of bad debts in the company. The
company will analyze any possible decline in the n umber o bad debts. The company cn
evaluate the recent profit and the impact of the bad debt strategies in reducing in increasing
the profits.
The business should utilize the strategy of new market development, in which the business
organizations should explore new business avenues. Currently, the company should explore the
market of the USA, the UK and other South Asian countries, where it has access to novel market.
Currently, the operations of the organization are limited to a specific number of geographical
locations. Therefore, it should invest in exploring new market (Kim, Song Lee, 2016). These
markets should be easily accessible and the company should be able to acquire licenses easily.

There is a HR recruitment software, which is used to support the strategic approach of the
organization. The company should take efforts in exploring new market opportunities. The
organization should attract and select the best talent in the industry. Genting Plc. Should buys
software to analyze the customer profile, before giving them credit. It will increase the profit of
the organization by a significant margin.

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