Las Vegas Sands Corp: Pricing Game In Vegas
(6 pages of text)
Case (Pub Mat)
In 2016, MGM Resorts International announced it would break with the long-standing tradition of providing free parking on the Las Vegas Strip. Other Las Vegas resort companies, including Caesars Entertainment and Wynn Resorts, soon followed suit. Las Vegas Sands Corp. owned the Venetian Resort Hotel Casino, the Palazzo, and the Sands Expo and Convention Center, and had no plans to charge for parking. By 2017, as more hotels and casinos chose to implement paid parking on the Las Vegas Strip, the president and chief operating officer of Las Vegas Sands Corp. properties faced a decision: should the Las Vegas Sands Corp. properties continue to offer free self-parking and use it as a differentiating marketing tactic, or should it follow the trend of its competitors and generate additional income by introducing parking fee?
This case is suitable for undergraduate and graduate (MBA) courses in marketing policies, strategic management, and organizational change. After completion of this case, students will be able to
- identify and understand game dynamics;
- understand pricing strategies and their implications;
- evaluate the impact of pricing strategies; and
- assess how changing industry dynamics impact a firm.
In meeting these learning objectives, students will also understand the process of a firm's competitive actions, such as responding to a change in a pricing norm, and how a game situation affects each firm's decisions.
United States, Large, 2017
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