BeijingSWOT.docVIP

SWOT Analysis for the Gaming Industry in Macau 澳門博彩業的『優劣機脅』分析 Dr L C Koo 1 Dr Hannah Koo 2 Keywords: SWOT analysis, Macau, gaming industry, Nominal Group Technique (NGT) Abstract: This paper aims to introduce the importance of strategies and to discuss the reasons why strategies can exist in one industry. SWOT Analysis is a common tool. The paper traces the origin of SWOT Analysis, illustrates the way to find out both the external and internal factors of Macau’s gaming industry by using Nominal Group Technique, and then identifies the real external factors that are influential in the gaming industry via Opportunity matrix and Threat matrix. Through the discussion of a specialist team, the internal factors are categorized into strengths and weaknesses of the present Macau’s gaming industry. The following five strategies are suggested using SWOT Analysis: - Upgrade the facilities and equipments in the casinos - Provide complimentary airport landing and taking off service - Integrate the facilities owned by different gaming companies - Set up a committee to promote the features of Macao’s gaming industry - Establish a key index for the industry 1 顧良智，博士，澳門博彩研究學會副理事長 L. C. Koo, Professor, Macau Gaming Research Association, Macao SAR 2 顧向恩，博士，澳門博彩研究學會 Hannah Koo, PhD, Macau Gaming Research Association, Macao SAR Introduction This strategic development workshop was convened in January, 2006, by the Macau Gaming Research Association (a non-profit making organization established to promote the well-being of the gaming industry in Macau .mo ) to: Review the current situation for the gaming industry in Macau; Explore factors affecting the future development of the gaming industry; and Identify actions for the industry to take collectively and/or individually. The team comprised of eight representatives coming from the gaming industry and various higher educational institutes in Macau. Five of the team members are holders of doctoral degrees