1. Strategic Business Management
Caesars Entertainment Proposal
C-Squad - Final Presentation
June 2014
Presented By: Ricca Wright and Olivia Swindle
Narrator: Ricca Wright
Thursday, June 19, 14

2. Company Overview
For over 75 years, the Caesars Entertainment Corporation has been known as the largest most divers
gaming company nationwide. Since its conception the company has grown to operate on multiple
continents and through the online gaming business. The brand names that this company operates under
include Harrah’s, Caesars, and Horseshoe. Caesars is committed to environmental sustainability and
energy conservation. The company also focuses on building loyalty and value with their guests through
great service, products, distribution, operational excellence and technology.
Thursday, June 19, 14

3. Proposal
The benefit of using online gaming to increase visitation at land-based properties
Capitalize on the brand to increase revenue
Upgrade the Total Rewards Program
Improve the customer experience by implementing employee training and development
Within the past two to three years’ net revenue has declined due to lower visitation in it’s
regional market of Atlantic City, New Jersey. This proposal has been written to examine
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4. Strengths & Weaknesses
Organizational Strengths
A Caesars Entertainment property offers many benefits to the local community.
These benefits include direct job opportunities, tourism attraction, interaction
with local businesses, and community investment through their charitable
foundation. Employees receive benefits, their suppliers receive fair compensation,
and individuals or organizations that finance the business earn a share of the value
as an interest payment.
Organizational Weaknesses
According to the 2013 fourth quarter report, net revenue declined 4.1% due to
lower visitation attributed to the corporation in the regional markets. A weakened
market in Atlantic City resulted in nearly two billion in charges to the company.
The company is spending more to improve on properties, and selling properties,
rather than focusing on ideas to increase visitation.
Thursday, June 19, 14

5. Business Threats
Trump Entertainment Resorts, Inc. is one of Caesars direct
competitors. The company operates two casino resort properties in
Atlantic City, New Jersey. One of Caesars indirect competitors is
MGM Resorts International. MGM offers first class
accommodations and dining, world-class entertainment, state of
the art meeting/convention facilities, and high-quality gaming and
retail experiences.
Local retail sales are a possible threat to the casino industry.
Visitors from outside the local area may replace a visit to the
casino with a trip to the museum or amusement park, and may
choose to dine at area restaurants. Another threat could be a
decline in lodging revenue. Tourists that visit urban areas such as
Atlantic City, St. Louis, and Las Vegas may opt out of staying at
the casino hotels because other area hotels are less expensive.
Hotels such as the Holiday Inn, Days Inn, or Comfort Inn tend to
lower their process in order to attract guests.
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6. Organizational Challenges
Caesars has chosen to sell four of its properties in an attempt to restructure its
1.8 million in debt. The sale helps the company with the money needed to cover
its operational losses. While it is important to reduce the amount of debt it
could count against them on their credit profile.
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7. Operations
Online casinos do not offer the same types of jobs as land based casinos, however
software writers and engineers are needed. Operators need to have an in-state
presence to monitor geographical verification, age verification, age verification,
security, and database management. Within the facilities, some casino hotels offer
wireless gaming so that guests can download gaming application to their phones or
tablets and gamble within the casino. When someone plays an online game such as
poker, seats can be offered to the real game as well as hotel lodging.
Thursday, June 19, 14

8. Legal & Ethical
Legal Factors
An international concern is the potential of gambling sites to be used for money laundering. Problems
could arise with customers being hesitate to join the site because of fraudulent sites that take money
from customers and refuse to pay out on wins. We will implement fraud prevention strategies to protect
our accounts. Email validation will be used to verify registration of the account. Password management
will require users to change their password monthly and we will place daily limits on virtual currency.
Captcha technology will be used with a word displayed at the time of registration to verify human
identity.
Ethical Considerations
Caesars Entertainment Code of Commitment ensures operational responsibilities that will honor
employees, guests, and the community. Employee’s benefit from health insurance coverage, bonuses
throughout the year, and a retirement plan. Caesars is concerned about their employee’s opinions and
personal growth. With the online properties the company will focus on promoting responsible gaming in
preventing under-aged players from joining. Advertising and marketing will be restricted with age
appropriate messages. Communities benefit from donations made to charitable causes. Caesars takes
responsible for the environment by promoting recycling and waste reduction at all properties through
the Code Green program that helps save money and reduces risks of pollution. Through this program,
the company replaced over 70,000 halogen bulbs with LED lighting.
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9. Sales and Marketing
The best way that we have found to increase revenue is to improve on the
customer experience. Revenue and growth are tied in with the performance
of the economy but with the recent economic decline, people do not want to
leave their homes for extracurricular activities. Consumers are beginning to
rely on digital properties such as Macbooks, smartphones, and tablets that
can be used without leaving home. Therefore we must increase membership
to our online Total Rewards program.
We plan to utilize the Google advertising to increase traffic to the website.
Their cost per click management service is available where a customized
search is created based on key words related to the business.
Another online strategy can be to include a survey on the website to build
awareness by asking for feedback. This will help the company understand
what customer expectations are or why members choose to cancel their
subscriptions
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10. Strategy
We must observe our competitors by studying and identifying what they are doing to
increase sales within their business. Yahoo finance and Bloomberg can be used to find
information about other companies and whether revenue is up or down. We will also pay
close attention to how other companies advertise to their customers through radio,
newspapers, and billboards. When it comes to customer interaction we will implement
surveys online and throughout our land based properties to study customer feedback.
The success of the site will be monitored based on visitation and subscriptions. The
surveys will help us determine what customers want and need from our business.
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11. Timeline
June 2014 - 6 Month Revenue Analysis
June 2014 - Present Proposal & Approval of Proposal
July 2014 - Meet with potential sponsors
August 2014 - Social Media Advertisement of New Total Rewards Program
September 2014 - 1st Annual Member Appreciation Celebration
October 2014 - Survey to Members
December 2014 - End of Year Revenue Analysis
January 2015 - Upgrade or downgrade website based on end of year results
March 2015 - Survey to members
May 2015 - Discuss progress from previous year
June 2015 - 6 Month Revenue Analysis
September 2015 - 2nd Annual Member Appreciation Celebration
December 2015 - End of Year Revenue Analysis
Thursday, June 19, 14

12. Conclusion
4.5 million people, mostly U.S. residents, play online casino games
daily. 86% are men and 14% are women. That is a 4.5 million person
target market that will advertise and promote on behalf of
Caesars Entertainment. According to Bloomberg News online
gaming has become popular over the last few years. New Jersey is
the third state to permit casino lovers to gamble online. Caesars is
dedicated to provide their guests a personal, attentive, and caring
service. We must observe our competitors by studying and
identifying what they are doing to increase sales within their
business. Based on the Bloomberg forecast online gaming could be
made legal nationwide, with revenue reaching $23 billion by 2023
Thursday, June 19, 14