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Essay / Research Paper Abstract
This 5 page paper looks at the way Primm Valley Casino Resorts adapted their strategy to appeal to the Latino market. The change s considered from three marketing concepts; target market identification, product development or adaption and pricing. The paper ends by assessing the lessons of the case as they apply to the development of new markets. The bibliography cites 5 sources.
Page Count:
5 pages (~225 words per page)
File: TS65_TEprimmcas.doc
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Unformatted sample text from the term paper:
appears to be successful and can be appreciated when looking at the way in which marketing strategies, including targeting may be appreciated. Identifying the Target Market
The concept of developing a target market is a key process in the ability to develop a product to serve the needs of a target market. The decision to target
the Latino market is seen as surprising; it is stated by the vice president that in the past they believed that the Latino population did not gamble (Medina, 2011). However,
it was noticed that this was an erroneous perception and the casino identified a potential market. The casinos needed to find a market that was viable. Competing with Las
Vegas 45 miles away would have been difficult; Primm did not have the same resources and facilities, and did not benefit from the phenomenon on clustering that could attract customers.
In effect, the casino is likely to have suffered with difficulties in competing with the flashier resorts and casinos in Las Vegas. The ability to attract customers from southern California
may also have been difficult with Indian Casinos providing a high level of competition. Without any form of differentiation of the product offering and without advantages such as location the
firm may have found it difficult to attract sufficient customers away from the more established and more convenient competitors. This may have lead to the three casinos in Primm declaring
bankruptcy in 2009 (Medina, 2011). In identifying the Latino market the firm was able to find a segment of the market that was underserved. When assessing a target
market and the potential customer population a firm needs to look at different elements, this includes looking at which segments are most viable, which segments may be underserved and finding
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