Your task Using the organization CROWN RESORTS you are required to write a 2000-word business report in the organization by undertaking additional research. Assessment Description The purpose of this...

REPORT ON CROWN RESORTS
Executive Summary
The assessment maintains main theme of strategy discussion which is quite important for Crown Resorts. The study is outlined by the fact that the strategies which are being followed by company are not enough for growth in long run. The initial sections highlights competitive strategy model to recommend a strategy, followed by ways to evaluate organizations performance through diagnosing criteria which can be helpful in setting standards, researching in depth about industry, human resources and financial viability. It also emphasize the measures which can be taken to increase the revenue and sustain the competition and conclusion of whole discussion.
Table of Contents
Executive Summary    2
Introduction    5
Organisation’s Strategy    5
Organisation’s Approach to Competition Strategy, Performance Measurement and Balanced Scorecard    5
Porters Generic Strategies    5
Cost Leadership Strategy:    6
Differentiation Strategy:    6
Focus Strategy    6
Cost Focus:    7
Differentiation Focus:    7
Appraising Performances:    7
Diagnosing Performances:    7
Industry Analysis    7
Resources & Capability Analysis    8
Financial Analysis    9
Balanced Scorecard    9
Perspective    10
Objectives    10
Measures    10
Targets    10
Recommendations    11
Conclusion    12
References    13
Appendix: Financial Ratios    15
    
Introduction
Crown resorts derives its revenue mainly from businesses and investments made in gaming and entertainment sector. The changes in the external environment bring new challenges every other day. In that sense it is important to evaluate the current conditions of market. With the help of Porters generic strategies model, strategies will be re-designed on the basis of review of performance, industry analysis , financial analysis, resource and capability analysis. Based on above balance scorecard will be prepared to create a structure to follow. The purpose of the report is to evaluate Crown Resorts performance by studying the strategies followed by it and in the pipeline considering future challenges while developing the recommendations, which will help it to improve future performances to grow, sustain and face the competition in global platform.
Organisation’s Strategy
The company was able to implement business expansion strategy and achieved success in it. Through various mergers and acquisitions, it has increased business capabilities many-folds. The use of advanced technology in operations has given them edge of streamlining the control at a bigger level. Due to above stated strategies the business value also increased. As informed by Konovalova et al. (2018), it has improved the brand image and helped to earn praise at national and international level. The business sustainability was affected in a positive way and the luxury sector it was catering is reaping good results. Despite this there are areas, which need due considerations to enhance the revenue and market share.
Organisation’s Approach to Competition Strategy, Performance Measurement and Balanced Scorecard
Porters Generic Strategies
The model was developed by Michael Porter and he described it one his book in 1985. These strategies help to design the path and direction in which a company will move. Strategies help to know where the company is standing at present and where it wants to reach in future. By taking scope and competitive advantage as a tool this framework was designed. It includes cost leadership strategy which is also knows as no frills, differentiation strategy which means creating unique products which are desirable and tempting and focus strategy which means offering particularly for niche market in two variants cost focus and differentiation focus as stated by Islami, Mustafa & Latkovikj (2020).
Cost Leadership Strategy:
This strategy aims at exploring all forms of cost cutting methods which are available and help the organization to be a low cost producer of products and services.
                (Source: Shao & Kukkonen, 2018)
Differentiation Strategy:
This strategy helps in being unique or distinguishable among competitors by creating products which have features which are not easy to imitate and are unique on their own. It helps in earning brand loyalty as the products are premium in nature and burden of price can be passed on to customers.
Focus Strategy
The concentration gets limited to a particular targeted market segment. It is a narrow segment and mainly uses by small business though there is no limitation over it regarding size of the company.
· Cost Focus:
With cost focus strategy a company cater the requirement of the customers with cost efficient methods. It comes up to the level where no one else can beat the price offered by the company alone.
· Differentiation Focus:
The differentiation focus strategy aims on differentiation in its target segment again with same level of efficiency which no one else can provide.
Being the market leader Crown resorts should go for differentiation strategy as people are looking for new ways to entertain themselves. They entertainment industry holds loads of booming potential to grow. The gaming industry also attracts innovation and good pay masters. The uniqueness will help to stay ahead in race and maintain the charm and impact of differentiation in minds of people.
Appraising Performances:
The performance at organisational level can be assessed by diagnosing it, measuring it with standards and reviewing the deviations to take corrective measures.
Diagnosing Performances:
The performance of the organisation can be evaluated by many options. In case of Crown Resorts, it can be measure by benchmarking, strategic planning and total quality management.
Benchmarking:
The diagnostic tool for evaluating performance in the industry. It can be done by analysing prices, product and...