Global Marketing: Margaritaville Casino Case Study
The present case study is dedicated to researching how exactly the Four P’s of marketing Mix work function together to make a successful business. The object of the study is the Margaritaville Casino, situated at Shreveport, L. A. The study’s methodology is based on the original marketing mix, proposed by McCarthy, a marketer and academic. As the original model of marketing mix had further been modified and adapted by many other scientists and practitioners, it is necessary to mention that it is the original framework, consisting of four elements, shall be used in the study.
The four core elements, or 4 P’s, of marketing mix are: Product, Price, Promotion and Place, sometimes referred to as Distribution (Kerin, Hartley, & Rudelius, 2004). Product, briefly, refers to something that is able to satisfy a particular need a customer has. Tangible products are called goods and intangible products are called services. In the case of Margaritaville, their Product can be classified as service, particularly, the entertainment. The range of entertainment services, offered in Margaritaville includes gambling, live music and accommodation along with spa, pool and fitness center as the complex consists of resort and casino facilities. Margaritaville also has restaurants, offering food, and gift shops selling goods. The second P stands for Price. The pricing policy of Margaritaville resort and casino allows attraction of wide spectrum of customers, who seek for services of different level. The quality of hotel rooms vary from luxury to casual, starting with 69$ as minimal price for the room ("Margaritaville Resort & Casino", 2015).
Promotion is the third element of the model. Promotion stands for strategies and advertising used to deliver the information to customer and attract the attention to brand or a product. Margaritaville Resort & Casino are not widely known for their outstanding efforts in marketing. Their approach is more of a typical one in terms of expectations from today’s hotel and entertainment industry. The facility has its place in the lists of numerous websites and agencies which collect the people’s travelling experiences and provide other travelers with the feedback from those, who had visited a certain place before. Margaritaville can be characterized as the facility with a good enough rating among the customers who left feedback, which is, obviously, a positive promotion. To get the positive feedback, Margaritaville, just as any other entertainment or accommodation facility encourages customers to leave their positive feedback on such services as those produce a more beneficial image of business than the direct advertising does. This happens thanks to the fact that the experiences are shared by people who actually attended the facility and prompt other potential customers to trust those comments as those seem to be sincere and honest. However, it is not always completely clear if the comment was left by a real traveler and not the specially employed copywriter. Such tactics is not a fair one, however, it is impossible in this study to check for it. The last element of marketing …
