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Sunzi
1.0 Introduction
Genting Berhad is the investment holding and management company of Genting Group which was founded by the late Tan Sri (Dr.) Lim Goh Tong in 1965 when he began the initial development works of building a 20-kilometre private access road, across tough mountainous terrains from the foothills to the summit of Mount Ulu Kali, located at 2,000 metres above sea level (Genting Group, 2011).
Genting Group, with Tan Sri Lim Kok Thay as its Chairman and Chief Executive, has since expanded and diversified from its initial hotel and resort activities to plantation, power generation and oil and gas exploration and production (Genting Group, 2011).
Genting Malaysia Berhad ("Genting Malaysia") changed its name to Resorts World Bhd upon its conversion into a public company on 14 July 1989. Genting Malaysia involved in the leisure and hospitality business and its activities cover theme parks, gaming, hotels, seaside resorts and entertainment (Genting Malaysia Berhad, 2011). Its vision is to be the leading Leisure, Hospitality and Entertainment Corporation in the world (Genting Malaysia Berhad, 2011).
Known as Resorts World Genting, the resort is a premier integrated family leisure and entertainment resort at the peak of Genting Highlands, which is located 6,000 feet above sea level, with temperature not higher than 25 degrees Celsius, attracted 19.5 million visitors in 2009 (“Genting highlands nightlife: What to do at night in genting highlands”, 2011). Resorts World Genting offers few hotels with over 10,000 rooms, ranging from budget to five star hotels – Maxims Genting (5-star hotel), Highlands Hotel (5-star hotel), Resort Hotel (4-star hotel), First World Hotel (3-star hotel) and Theme Park Hotel (3-star hotel) (“Genting Highlands Hotels”, 2005).
Resorts World Genting was voted the World 's Leading Casino Resort (2005, 2007 to 2010) and Asia 's Leading Casino Resort from 2005 to 2010 by World Travel Awards. It also voted the Gold Award for Family Tourist Attraction Category in Malaysia in May 2010 by Reader 's Digest Trusted Brands Gold Award 2010 (Genting Malaysia Berhad, 2011).
As the Malaysia 's sole gaming venue, Casino de GENTING is divided into a variety of themed sections such as Circus Palace, Hollywood, Monte Carlo1 & Monte Carlo3, International Room, VIP Room, Maxims and Elite. The main casino divided into smoking area and non-smoking area that is convenient to every single person. Today, Casino de GENTING is one of the finest gaming destinations in Asia with over 200,000 square feet dedicated to the providing every visitor the gaming experience. It has also launched STARWORLD casino in 2004, located in First World Hotel (Resorts World Genting, 2011).
Apart from the casino, Resorts World Genting also houses an outdoor and indoor theme parks as well as a wet park. Its First World Plaza is the place to go for shopping and dining. It includes over 60 fun rides, 170 dining and shopping outlets, mega shows, business convention facilities and stadium facilities such as Arena of Stars, and variety of entertainment, which are all available at one location (Genting Malaysia Berhad, 2011).
To provide convenience for the tourisms to get up to the peak of Genting Highlands, Resorts World Genting offers several types of transportation services such as Genting Express bus service, taxi service, and the Genting Skyway cable cars. Genting Skyway connects Genting Highlands with the skyway station in Gohtong Jaya town. Covering a distance of 3.38km, it is South East Asia longest skyway system and also the world’s fastest skyway (Tan, 2007). This successful become another attraction of Resorts World Genting.

2.0 Content
The chapters we are going to used in our assignment are Chapter 1 “Detailed Assessment and Planning”, and Chapter 6 “Weaknesses and Strength”.

2.1 Detailed Assessment and Planning
In the chapter of Detailed Assessment and Planning, we discuss mainly about the preparation of strategies. As Sun Zi said, “The conduct of war is a matter of vital importance to the nation”, in the meanings for marketing world, a newly form of company / product / service is very important, and may affect our surrounding trends or economics factors (Wee, 2003).
2.1.1 Five Factors
In this chapter, there are 5 main factors which Sun Zi strongly discussed. There are Moral influence, Weather, Terrain, Generalship, and Doctrine and law. Here, we will briefly explain how each factor may affect our marketing strategies in the real world.
2.1.1.1 Moral Influence
Moral influence, as explained by Sun Zi, refers to the measures and policies that align the people with the sovereign so as to be in complete agreement and harmony with each other. In our marketing world, it can be explained as the social responsibility possessed by the company, whether its product/service is ethical to use for the people or is it environmental friendly enough to be used (Wee, Lee & Hidajat, 2003).
2.1.1.2 Weather
Weather, as explained by Sun Zi, refers to the contrasting changes of night and day, the coldness of winter and the heat of summer, and seasonal change. In our marketing world, weather factor is essential especially for those products such as agricultural which depends heavily on the weather. Besides, we can take this factor as the opportunity in the marketing world. We can determine whether the products or services being introduced now are matched with the current social trends or whether they are the need and wants of the consumers. Other than that, factors such as political, social cultural, economic, and technologies are consider as the opportunity for the marketers (Wee, Lee & Hidajat, 2003).
2.1.1.3 Terrain
Terrain, as explained by Sun Zi, refers to whether the route to be taken is long or short, whether the ground is treacherous or safe, wide or narrow with regard to ease of movement, and whether the ground will determine the death or survival (of an army). In our marketing world, terrain factor can be explained as the location of the product / service. We need to consider whether the products / services that we are introducing are at the most strategic place, which means the target market of our products. Besides, we need to determine whether the new market provides any barriers or exists for our products. We have to ensure the above factors in order to introduce our product / service at the most profitable and safe way to reach the target market (Wee, Lee & Hidajat, 2003).
2.1.1.4 Generalship
Generalship, as explained by Sun Zi, refers to the qualities of wisdom, trustworthiness, benevolence, courage and discipline of a commander. In our marketing world, generalship will automatically refer to the upper level management, or even the CEO of any of the companies. As a good leader, they must know to set their short-term and long-term strategies, a full plan on how should the company proceeds and know how to motivate and lead the workers towards their company’s goals and vision. Besides, the leader is able to see through the strengths and weakness of the company. Finally, a good leader is able to set a role model for other workers to follow him (Wee, Lee & Hidajat, 2003).
2.1.1.5 Doctrine and Law
Doctrine and Law, as explained by Sun Zi, refers to the organization and control, management systems and procedures, and the command and control structure for the deployment of resources. In our marketing world, this clearly means by our company’s regulations and procedures. A successful company must has its own policies, rules and regulations for the people in the organization to obey and follow, in order to maintain a harmony and safe working environment. Besides, clear stated job description and authority is essential, as the workers need to know the structure of the company’s management level, while the managers need to know how they should efficiently and effectively utilize their company’s available resources (Wee, Lee & Hidajat, 2003).
Based on the explanation above, we can know that preparation is indeed an important task for everyone before starting an activity. As Sun Zi said, “With thorough and detailed planning, one can win; with less thorough or detailed planning, one cannot win.” Below we will explain on how the company, Resorts World Genting has successfully implied this strategy in their company.

2.2 Weaknesses and Strength
In the chapter of Weaknesses and Strength, we discuss on the importance of becoming first mover and flexibility.

As Sun Zi said, whoever is first in the battleground will have sufficient time to rest and prepare against the enemy, while whoever is second in the battleground and has to get a hump on to battle will arrive worn-out. Therefore the clever combatant imposes his will on the enemy but does not allow the enemy’s will to be imposed on him. He can cause the enemy to approach of his own accord by holding out advantages to him, or by causing damage, he can make it impossible for the enemy to draw near (Wee, 2003). This strategy emphasizes that when stuck in the difficult situation, not necessary use the offences method, but to master the initiative. In the marketing world, it is better for the marketers to become the first mover. It is better to be first in the mind of consumers than to be first in the marketplace.
Another useful strategy in this chapter explained by Sun Zi, states that if you do not know the location of the battleground and exact date of the battle, then the forces on your left flank cannot rescue the forces on the right flank. The right forces will not be able to help the left forces, the front forces cannot reinforce the rear, and the rear cannot relieve the front (Wee, 2003). In real world, when an organization want to enter the market, it must has analyze that particular market and get the more deeply information such as location, consumers, target market, cost of living, culture, needs of market and others factors. If just enter the market hastily without any planning and screening, the organization will easily spoil out in the market.
3.0 Discussion
Today, Genting Berhad is a leading multinational corporation in Malaysia that has constantly been acknowledged by various organisations for its exemplary leadership and management. This succeed is because the organization knows how to take advantages of the weather, terrain, variations and adaptability.

Moral influence, as explained by Sun Zi, refers to the measures and policies that align the people with the sovereign so as to be in complete agreement and harmony with each other. Resorts World Genting takes the social responsibility by providing its services such as hospitality, entertainment, casino gaming, theme parks which are all ethical to be enjoyed by the tourisms. Until now, Resorts World Genting is the first and also the only one company that provides legal gamble activities to non-Islam, which get a gaming licence from the late YTM Tunku Abdul Rahman, Malaysia’s first Prime Minister.
Weather, refers to the contrasting changes of night and day, the coldness of winter and the heat of summer, and seasonal change. In our marketing world, weather factor is essential especially for those products such as agricultural which depends heavily on the weather. Resorts World Genting has well born condition which stay close to the natural beauty of rain forest where brings the freshness and coldness air. With average temperatures between 16 and 24 degrees, it is hard to let tourisms believe Resorts World Genting located in a hot and equatorial country. Tan Sri (Dr.) Lim Goh Tong takes a good opportunity to develop the City of Entertainment on the correct place, which is located on the peak of the hill, around 2000 meters above (Genting Malaysia Berhad, 2011). The resort provides the tourisms a cold weather and relaxing place to go for a vacation. Tourisms either from Malaysia or foreign countries are all attracted by Resorts World Genting that contains casino, hotels, theme parks and others entertainment facilities which are all located in the same place.
Terrain, refers to whether the route to be taken is long or short, whether the ground is treacherous or safe, wide or narrow with regard to ease of movement, and whether the ground will determine the death or survival (of an army). Resorts World Genting introduces the most strategic target market of its services. The company targets on families those willing to spend for vacation at the resort and theme parks during school breaks or public holidays. Besides, the company also targets on businessmen and others customers who prefer gaming for stress release in the casino. Resorts World Genting has to ensure the above factors in order to introduce its services at the most profitable and safe way to reach the target market.
Generalship, refers to the qualities of wisdom, trustworthiness, benevolence, courage and discipline of a commander. Genting Group’s Chairman and Chief Executive, Tan Sri Lim Kok Thay is a good leader who able to see through the strengths and weakness of his own company. One of the company missions is “Be committed to innovation and the adoption of new technology to achieve competitive advantage” (Genting Malaysia Berhad, 2011). Although with opportunities and threats outside the environment, which including inflation and economy crisis that are happening, Tan Sri Lim Kok Thay is still able to fully utilized the advantages and try to decrease the disadvantages which may harm the company.
Doctrine and Law, refers to the organization and control, management systems and procedures, and the command and control structure for the deployment of resources. Resorts World Genting is very success under guidance of the late Tan Sri (Dr.) Lim Goh Tong who initially acquired the land for the development of the hotel and resort activities. It has its own policies, rules and regulations for the people in the organization to obey and follow, in order to maintain a harmony and safe working environment. Besides, it also has clear stated job description and authority, as the employees from different departments can get to know the structure of the company’s management level, while each department managers can know how they should efficiently and effectively utilized the company’s available resources.
As Sun Zi said, whoever is first in the battleground will have sufficient time to rest and prepare against the enemy, while whoever is second in the battleground and has to get a hump on to battle will arrive worn-out. Therefore the clever combatant imposes his will on the enemy but does not allow the enemy’s will to be imposed on him. He can cause the enemy to approach of his own accord by holding out advantages to him, or by causing damage, he can make it impossible for the enemy to draw near. Resorts World Genting is the first resort built on the peak of the hill, with average temperatures between 16 and 24 degrees. It contains casino, hotels, theme parks and others entertainment facilities which are all located in the same place, provides the tourisms a cold weather and relaxing place to go for a vacation. These are the strengths that only owned by Resorts World Genting and others competitors cannot simply compete with. It is better to be first in the mind of consumers than to be first in the marketplace.
In addition, Sun Zi emphasize on a strategy, that is, if you do not know the location of the battleground and exact date of the battle, then the forces on your left flank cannot rescue the forces on the right flank. The right forces will not be able to help the left forces, the front forces cannot reinforce the rear, and the rear cannot relieve the front. The idea of a hill resort was chanced upon by late Tan Sri Lim Goh Tong amidst the crisp air of Cameron Highlands in 1964 (Genting Group, 2011). When a company want to enter the market, it must has analyze that particular market and get the more deeply information such as location, consumers, target market, cost of living, culture, needs of market and others factors. These strategies also applied in Resorts World Genting. If just enter the market hastily without any planning and screening, the organization will easily spoil out in the market.
The task to transform a remote mountain into Malaysia’s premier holiday destination had encouraged the late Tan Sri Lim Goh Tong implemented a study of the maps and Kuala Lumpur’s vicinity located the 1,800-metre Gunung Ulu Kali, which is just 58 km from Kuala Lumpur. The late Tan Sri Lim Goh Tong had also successful obtained approval for the alienation of 12,000 acres and 2,800 acres of land from the Pahang and Selangor State Government respectively between the years 1965 and 1970. In 1997, Genting Skyway cable car system that provides a 3.38 km transport to the hilltop was developed and successful becoming another attraction of the resort.
In order to fulfil customers’ needs, Resort World Genting always offer promotion and discount on hotel rooms booking and restaurants in the resort also offers vouchers or discount to their customers. Genting World Card has been introduced to let the customers collect points when gaming and enjoy redeem free hotel rooms in the resort. Rules and regulations set up to avoid either there is any conflict happen (Resorts World Genting, 2011). For example: only adults that are more than 18 years old and non-Islam can get into the casino gaming areas.

4.0 Recommendations
In order to understand the changing conditions and situations in this fast moving environment and assess the chances of victory, Resorts World Genting can applies and implements management principles more effectively by applies seven considerations in Sun Zi Art of War in its business.
Those seven considerations include which ruler has greater moral influence? Which leader is more able and has greater abilities and skills? Which competitor is able to better exploit the weather and terrain? Which competitor is able to execute and implement law and order more effectively? Which competitor has more and stronger followers? Which competitor has better trained employees? And which employee is more enlightened in the administration of rewards and punishments?
Based on the considerations above, Resorts World Genting should be able to examine the competitors well and exploit others competitors’ weaknesses. It is very important to know its own strengths and weaknesses, in order to make improvement and achievement to compete with the competitors. Resorts World Genting always makes comparison with others company such as Times Square Plaza and introduces new games and offers promotions to attract customers to spend in Resorts World Genting. For example, the company introduces Thrills and Chills, and Pirate Ship in the Theme Park. Besides that, Snow World has been set in the First World Plaza and it is a successful plan to attract new visitors and has fulfil the existing visitor’s satisfaction.
Moreover, Resorts World Genting should focus more on advertising through different types of media such as television advertisements and newspapers in order to enable the flows of new services information to let customers know immediately. Besides that, Resorts World Genting can also employ the popular celebrities as opinion leaders to advertise the services provided; this is because of the popular celebrities can easily attract attention, set the fashion trend and have strong influence from the customers.
In addition, Resorts World Genting should provide training programs for its employees based on the employees’ capabilities. Training programs enable the employees become skilful in particular aspect, therefore by sending employees for training not only can increase the qualities and skills of the trained employees, it will also motivate and encourage the employees to have better performances in the future. For example, casino table game department will always provide the dealers and supervisors new gaming training. Front officers of the hotels will also attend the training to maintain their customer service qualities. After training, employees may have more confidence and ability to handle problem encountered. Therefore, by providing training to the employees not only will bring the benefits to the employees, it will also benefit the company as well. Last but not least, rewards and punishments are very important in a organization, these can determines the performances of the employees. Resorts World Genting should implements the rewards and punishments system as a determinant of performance. For example, if an employee achieves certain target of performances, the company may reward him or her in order to encourage, motivate and showing appreciate to the employee. However, whoever cannot do well in his or her jobs may face the punishments by reduce bonus or being termination. This can maintains the performance of the company and makes sure it operates well in the future.

5.0 Conclusion As a conclusion, Resorts World Genting has a very good strategic management. Besides that, the business strategies should aim to overcome any potential problems encountered. However, competitions in the market are growing stronger and stronger nowadays. The company still needs improvement in the aspect of training the employees and advertising about the services.
We can compare our strengths and weaknesses against our competitors so that we can understand the changing conditions and circumstances of the business world and to access the chances of victory. The five factors are moral influence, the weather, terrain, generalship, and doctrine and law. A good leader can use the organization system in planning, organizing, leading and controlling the organization, in order to make the organization become more efficient and high cohesive and creativity.
In the difficult situation, we are not necessary to use the offences method, but to master the initiative. In the marketing world, it is better for the marketers to become the first mover and it is better to be first in the mind of consumers than to be first in the marketplace. Nowadays, Genting Berhad is a leading multinational corporation in Malaysia that has constantly been acknowledged by various organisations for its exemplary leadership and management as it successfully become the first mover of highlands resorts sector. Last but not least, Genting Berhad has successful expands its business internationally.

(3645 words)

6.0 References
Genting Group. (2011). Welcome to genting group. Retrieved February 7, 2011, from http://www.genting.com/
Genting Highlands Hotels. (2005). Retrieved February 12, 2011, from http://www.hotelscombined.com/City/Genting_Highlands.htm
Genting highlands nightlife: What to do at night in genting highlands. (2011). Retrieved February 15, 2011, from http://www.kuantan-hotels.com/genting-highland/nightlife.htm
Genting Malaysia Berhad. (2011).Welcome to genting Malaysia: Asia’s leading leisure and hospitality corporation. Retrieved February 13, 2011, from http://www.gentingmalaysia.com/
Resorts World Genting. (2011). Casino de genting: About us. Retrieved February 12, 2011, from http://www.rwgenting.com/en/casino/aboutus.htm
Tan, P. K. (2007). Genting Highlands. Retrieved February 13, 2011, from http://travelmalaysiaguide.com/genting-highlands
Wee, C. H. (2003). Sun Zi Art of War: An illustrated translation with Asian perspectives and insights. Singapore: Pearson/Prentice Hall.
Wee, C. H., Lee K. S. & Hidajat, B. W. (2003). Sun Tzu: War and management. Singapore: Addison-Wesley Publishing Company.

References: Genting Group. (2011). Welcome to genting group. Retrieved February 7, 2011, from http://www.genting.com/ Genting Highlands Hotels. (2005). Retrieved February 12, 2011, from http://www.hotelscombined.com/City/Genting_Highlands.htm Genting highlands nightlife: What to do at night in genting highlands. (2011). Retrieved February 15, 2011, from http://www.kuantan-hotels.com/genting-highland/nightlife.htm Genting Malaysia Berhad. (2011).Welcome to genting Malaysia: Asia’s leading leisure and hospitality corporation. Retrieved February 13, 2011, from http://www.gentingmalaysia.com/ Resorts World Genting. (2011). Casino de genting: About us. Retrieved February 12, 2011, from http://www.rwgenting.com/en/casino/aboutus.htm Tan, P. K. (2007). Genting Highlands. Retrieved February 13, 2011, from http://travelmalaysiaguide.com/genting-highlands Wee, C. H. (2003). Sun Zi Art of War: An illustrated translation with Asian perspectives and insights. Singapore: Pearson/Prentice Hall. Wee, C. H., Lee K. S. & Hidajat, B. W. (2003). Sun Tzu: War and management. Singapore: Addison-Wesley Publishing Company.

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