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Caesars Entertainment Essay

7310 words - 30 pages

Caesars Entertainment
Case 33 The Desert Palms Hotel & Casino
Final Term Project

COURSE: Strategic Management
INSTRUCTOR:
SUBMITTED BY:
DATE: December 2, 2013

Disclaimer: Since The Desert Palms Hotel & Casino is not a real company, we have done an analysis of Caesars Entertainment where unknown figures were needed.

TABLE OF CONTENTS
Topic and Purpose ………………………….……………………………………………...1
Scope……….........................................................................................................................3
Key Issues.............................................................................................................................5
Implementation ...view middle of the document...

....................................................................Appendix VI
Competitive Analysis...............................................................................................Appendix VII
References………………………………………………………………………………..29

Scope
Robert Hoffman was brought in by the National Gaming Incorporation to turn around one of their casinos that was currently struggling. Hoffman was well seasoned in the area of running a casino as he was the general manager for the Gold Strike Inn & Casino for 20 years in Boulder City, Nevada. He was excited about turning around the Desert Palms Casino and he welcomed the challenge. The Desert Palms Casino was one of two properties owned by the National Gaming Inc., the other of which was Desert Wins that was also struggling. The CEO, Michael Sharp, was expecting Hoffman to be able to turn the Desert Palms around in 2 years.
Hoffman did an initial assessment of the property and saw a number of areas that could be improved to help make the Desert Palms successful again. The first thing that he took notice of was that the casino was having trouble changing and adapting to the times. His first move was to decrease staffing by 20 percent. This decrease was done mainly because many areas of the casino were over staffed. Hoffman either repositioned them in the company or found them new jobs elsewhere.
The next area that Hoffman sought to improve was the operations of the Desert Palms. He wanted to focus speed and efficiency of service, something that customers were receiving from other casinos in Las Vegas. He wanted to achieve this while also reducing the amount of staff. He was able to do this by implementing simple procedures that would make operations more efficient, such as placing cabinets underneath the slot machines filled with coins so that there could be an change when the machines ran out. Simple things like this help make the operations run much more smoothly and increase the overall service time.
The last initial changes that Hoffman made were through the organizational hierarchy and marketing expenses. Since the Desert Palms has been run the same way for a number of years, there were positions that were created that no longer made sense. Hoffman chose to eliminate the assistant shift supervisors and the assistant shift managers. These were positions that were created at one time to solve a problem with scheduling conflicts. Hoffman felt that these could be eliminated by simply holding the shift supervisors and managers more responsible to schedule themselves accordingly to avoid a conflict. This also helped reduce the number of staff. Finally, Hoffman significantly reduced the amount of advertising and marketing expense. Since there were many big Casinos around them, he took the angle of letting them draw customers in and then using this to get them to come to the desert Palms.
The one thing that the Desert Palms lacked was the amenities that it...

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