MGM Resorts International is a global entertainment company that owns and operates hotels and casinos. It has locations in the United States, including many properties on the Las Vegas Strip, and in Macau, China. Some of MGM's flagship properties include the Bellagio, MGM Grand, and Mandalay Bay in Las Vegas. The company has experienced fluctuations in its stock price in recent years but saw significant growth after the legalization of sports betting in the US. MGM faces competition from other major casino operators and resort brands. It aims to differentiate itself by investing in meeting and event spaces, entertainment, and hospitality experiences across its portfolio of properties worldwide.

1. ASSIGNMENT 1 - INITIAL COMPANY RESEARCH
Student Name: Enrico Guasti
Date: February 8, 2019
COMPANY
Parent Company (or Holding Company) Name: MGM Resorts International
Brand/Division/Subsidiary Name: MGM Resorts International
MGM Resorts International (NYSE: MGM), incorporated on January 29, 1986, is a holding
company (REUTERS). In 1987 the company started to operate as MGM Grand Inc. and became
MGM Mirage in 2000 after purchasing the Mirage Resorts. In 2005, the MGM group purchased
the Mandalay Resort Group, retaining the MGM Mirage name until 2010, when the company was
renamed MGM Resorts International, which is aglobal entertainment company with national and
international locations featuring the best hotels and casinos (MGM Resorts).
Parent company financial position (Refer to assignment attachment: “Financial Information
Source” for these five financial measures. Remember to include currency and year.)
 Year over Year: Over the past 5 years MGM Resorts had a lot of up and downs, but the
most important thing is how the company had an insane increase since 2004 when the
stock market price was only USD 26,02, increasing and decreasing over the years MGM had
its highest peak on the stock market in January 2018 when the stock market price had its
highest score costing USD 37,05 (Yahoo!,2018). The increase in the stock market is because
in January 2018 when the NYSE (New York Stock Exchange) registered MGM’s highest peak,
the US Supreme Court had just legalized sports gambling making the stock prices for
gambling companies go up like never before, and MGM is the biggest company in the
market so with this new law the gamble company had a fantastic 2018 making number that
were never registered before (Forbes,2018). At the moment, in 2019 the MGM stock
market has decrease significantly in comparison with 2018 having the least peak since 2016
costing USD 22,38 in January this year, MGM stock price have increased 0.24% in these past
days now costing USD 28,97 (Yahoo,2019).
 Compare stock performance to a market index: The comparison of stock performance of
MGM Resorts can definitely be called by “Oscillate Stock” because starting in 2014 where
the stock price was USD 28,29 and significantly dropped 20% in 2015 to USD 22,63. In 2016
the stock price increased 0.71%, and in 2017 increased 26.6% making the stock oscillate
once again by being up and down every year. The MGM stock market had its highest peak in
2018 when registered an incredible increase of 28.3% in function of the law act that was

2. changed by the US Supreme Court in January 2018 legalizing the Sports Gambling. Now in
2019 the stock price has significantly dropped once again reaching a decrease of 19.7%
registered in January this year. (REUTERS, 2019)
 Net Income: $1,960,286, since December 31st, 2017. (NASDAQ, 2017)
 Net Profit Margin: 16.71% since September 30th, 2018. (Macrotrends, 2018)
 Debt to Assets Ratio: 1.29 (NASDAQ, 2017)
MGM founder, Kirk Kerkorian was the president of Tracinda Corporation, that was a private
holding company based in Beverly Hills, California. He was one of the pioneers to start investing
in hotels/casinos in Las Vegas. In 1969, he founded the International Hotel which was only his
first shot at the hostelry market. Years later, in 1973 Kirk opened the MGM Grand Hotel
becoming the first hotel to have a partnership with other great company which was the movie
studio Metro-Goldwyn-Mayer. The MGM Studios was acquired by Kirk in 1969, and since then
he had the brilliant idea to develop one of the biggest movies studios in Hollywood to become a
successful International Resort, where people can have multiple types of entertainment
experiences, such as gambling, restaurants, live concerts and events. The currently MGM hotel
in Las Vegas carries the name of MGM Grand Hotel, putting together the previous names used
in his past hotels. James Murren is the currently CEO of MGM Resorts International. (MGM
Resorts)

3. BUSINESS LINES OF BRAND OR DIVISION
Include a description of the Product or Service Line and the Product or Service example. Do not
assume your decision-making client knows what “Mass Effect” is. She may be an Accounting VP,
not a gamer. Emphasize benefits to potential and current customers.
Product/Service line A: MGM Resorts
Example of Product/Service line A: The MGM Resorts is a line of business of different hotels
casino owned by the MGM Resorts International. The MGM brands are mostly located in Las
Vegas, Nevada where hotels like MGM Grand, Mandalay Bay, Park MGM, The Mansion, The
Signature, Bellagio, The Mirage and ARIA take over the city of Las Vegas bringing all kinds of
entertainment and events all owned by MGM Resorts. (MGM Resorts)
Product/Service line B: MGM Macau
Example of Product/Service line B: The MGM Resorts in partnership with the Chinese company
Pansy Ho created the MGM China Holdings Ltd. MGM Resorts International holds 50% of the
company and Pansy Ho has 21%, the established partnership had its first Hotel Casino opened in
Macau, China where gambling is allowed, and the city is known by being the “Asian Vegas”. The
MGM Grand Macau was opened in December 2007 at a cost of US$ 1.25 billion, and in 2010 was
renamed to MGM Macau. (Forbes, 2012)
Product/Service line C: Las Vegas Aces (WNBA Team)
Example of Product/Service C: Las Vegas Aces is a WNBA franchise that is mainly sponsored by
MGM, the women’s basketball team attend their games at the Mandalay Bay Events Center
which is also owned by MGM Resorts. The franchise moved to Las Vegas after years playing in
San Antonio (San Antonio Stars), the franchise was acquired by the MGM Group in 2017(Las
Vegas Aces).The MGM intention is to put their brand out in any kind of sports and entertainment
events, the company has been sponsoring teams like the Las Vegas Aces and big events in Las
Vegas like the UFC.

4. TARGET MARKET FOR BRAND OR DIVISION
Complete these segmentations for each Example of the Product/Service you identified above.
Segment the Market according to what you learned in Introduction to Marketing. Be specific.
Avoid broad generalizations like “worldwide”, “everyone” and “all ages.”
Example of Product/Service line A: MGM Resorts International
 Geographic: United States (Forbes, 2016)
 Demographic: Adults, 21-80, Gambling & Entertainment Events. (REUTERS,2017)
 Psychographic: Professional Gamblers & Tourists. (BBC, 2014)
 Benefits Sought byconsumer:Looking for comfort and luxury hospitality. Gambling Sessions.
Entertainment Events.
 Usage Rate of consumer: Heavy Usage
Example of Product/Service line B: MGM Macau
 Geographic: China & Asia Countries. (Forbes, 2012)
 Demographic: Asian Adults, Foreign Adults, 21-80 for Macau residents, 18-80 for foreign
adults. (Trip Advisor, 2016)
 Psychographic: Professional Gamblers & Tourists (Trip Advisor, 2016)
 Benefits Sought byconsumer:Looking for comfort and luxury hospitality. Gambling Sessions.
Entertainment Events.
 Usage Rate of consumer: Heavy Usage
Example of Product/Service line C: Las Vegas Aces (WNBA)
 Geographic: United States (ESPN, 2018)
 Demographic: Woman’s, American Families, Tourists, 5-80 ages. (ESPN,2018)
 Psychographic: Professional Athletes, Tourists, & Sports Managers. (Bleacher Report, 2018)
 Benefits Sought by consumer: Seeking family entertainment and sports events.
 Usage Rate of consumer: Moderate Usage

5. DIRECT COMPETITION FOR YOUR BRAND OR DIVISION
Each Competitor’s Product/Service below should align with the Examples of your company’s
Product/Service identified above. For example, Competitor Company 1 Product/Service below
should be compared to Example of Product/Service line A above.
Name of Competitor Company 1: Caesars Palace Hotel & Casino (Oyster, 2015)
Competitor Company 1 Product/Service: Casino, Hospitality, Shows & Restaurants (Caesars
Palace).
Competes with your Product/Service A: MGM Resorts International
Name of Competitor Company 2: Wynn Macau (Trip Advisor, 2018)
Competitor Company 2 Product/Service: Casino, Hospitality, Shows & Restaurants (Trip Advisor,
2018)
Competes with your Product/Service B: MGM Macau
Name of Competitor Company 3: Los Angeles Sparks (WNBA)
Competitor Company 3 Product/Service: Basketball, Sports & Marketing.
Competes with your Product/Service C: Las Vegas Aces (WNBA)
Ranking:
Company #1: Wynn Las Vegas (US$ 532.9 million annual profit) (The Motley Fool, 2018)
Company #2: Bellagio (US$ 515.4 million annual profit) (The Motley Fool, 2018)
Company#3: The Venetian and Palazzo (US$ 388.0 million annual profit) (The Motley Fool, 2018).
Company #4: MGM Grand (US$ 323.1 million annual profit) (The Motley Fool, 2018)

6. FINDINGS
MGM Resorts International is more than a concept of Hotel & Casino, the group explores
different areas for investments and to expand the brand. MGM owns famous Las Vegas Hotels
like Bellagio, MGM Grand, The Signature, The Mirage, Mandalay Bay and ARIA. With convention
center expansions designed to accommodate client growth and attract new business;
collaborative, innovative meeting spaces to inspire the mind; and the company’s first all-
inclusive incentive group packages, MGM Resorts continues to lead the way in “meeting”
expectations for groups of all sizes (EBSCO). Investments were made and know it’s possible to
say that MGM Resorts International is one of the biggest brands in the world, and in the
entertainment industry their image is more than a perfect company that invests a lot in
entertainment and hospitality, being a reference of successful investments and organization,
the culture of the company is to make people feel comfortable and happy with all the features
that every MGM Hotel has.
REFERENCES: (APA Format)
EBSCO - MGM Databases. (n.d.). Retrieved from http://www.citationmachine.net/apa/cite-a-
website/search?utf8=✓&q=http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=tru
e&db=bth&AN=130813302&site=ehost-live&commit=Search Websites
Hoium, T. (2018, January 14). The Las Vegas Strip's Most Profitable Resort. Retrieved from
https://www.fool.com/investing/2018/01/14/the-las-vegas-strips-most-profitable-resort.aspx
MGM Resorts International Common Stock (MGM). (n.d.). Retrieved from
https://www.nasdaq.com/symbol/mgm
(n.d.). Retrieved from https://www.sec.gov/cgi-bin/browse-edgar?company=MGM Resorts
international&owner=exclude&action=getcompany
MGM Resorts International (MGM.N) Quote. (n.d.). Retrieved from
https://www.reuters.com/finance/stocks/overview/MGM.N

7. MGM: Summary for MGM Resorts International. (2019, February 10). Retrieved from
https://finance.yahoo.com/quote/MGM/
MGM GRAND HOTEL AND CASINO $99 ($̶1̶6̶4̶) - Updated 2019 Prices & Resort Reviews -
Las Vegas, NV. (n.d.). Retrieved from https://www.tripadvisor.com/Hotel_Review-g45963-
d91891-Reviews-MGM_Grand_Hotel_and_Casino-Las_Vegas_Nevada.html
Resorts, Casinos, & Shows Worldwide. (n.d.). Retrieved from
https://www.mgmresorts.com/en.html
MGM. (n.d.). Retrieved from https://www.mgm.mo/en
THE 10 BEST Macau Casino Hotels of 2019 (with Prices). (n.d.). Retrieved from
https://www.tripadvisor.com/Hotels-g664891-zff14-Macau-Hotels.html
Las Vegas Suites & Hotel Rooms - Caesars Palace. (n.d.). Retrieved from
https://www.caesars.com/caesars-palace/hotel
Las Vegas Aces Women's Basketball - Aces News, Scores, Stats, Rumors & More. (n.d.).
Retrieved from http://www.espn.com/wnba/team/_/name/lv/las-vegas-aces
MGM Resorts Profit Margin 2006-2018 | MGM. (n.d.). Retrieved from
https://www.macrotrends.net/stocks/charts/MGM/mgm-resorts/profit-margins