Gala Casinos: The Gambling Industry

Introduction

"A service is the result of applying human or mechanical efforts to people or objects. Services are intangible products involving a deed, a performance or an effort which cannot be physically possessed" (s dibb, 1994). Within this report their will be a number of topics discussed including the marketing mix, the effects of gambling and the ongoing conflict between services and product. These topics will be referred to the specific service which is the gala casino in Edinburgh.

Methodology

In the UK there are many different gambling bodies, such as Gala, William Hill and Betfred. The gambling industry is one of the most successful services in the Britain.. Gala casinos are owned by the Gala Group who in 2005 merged with
The marketing mix is a very simple tool yet effect is basically a step to step guide on how to market the product(foxall, 1999). The following are the main marketing mix elements which refer to all business however in some cases a further 3 of physical evidence, people and process, all of these ingredients "mask a major role of the retailer which is to select and acquire goods in order to sell their product" (d Gilbert, 1999)

Place - For many different services the location of a business is a powerful marketing tool by itself( d Carson, 1991) . For example: the Waverley Hotel on Princes Street is on one of the busiest streets in the country and is therefore almost guaranteed to make a profit. Although this is not really the case for the Maybury Casino, it is still in a good position. It is situated in Corstorphine which is just out of the centre of Edinburgh. Despite this distance from the busy city centre, its location does allow for increased space. Most customers would want a casino closer to the centre of Edinburgh, but this would almost certainly mean that the venue would be smaller, with higher costs for the customer and the business. Having the business out of town allows for more space which in turn means the company can offer a better service to the customers. The other advantage of this location is that it is situated next to the main
There are many laws and regulations on gambling such as (Hanson, 2005). For casinos to make a profit and to attract customers they have to rely on people's need for gambling. Many people feel that gambling is immoral and praying on the weakness of others and their lack of discipline; because of this many people feel that gambling should be abolished completely. However despite those people who do not agree with gambling, there are plenty of individuals who support it. Many people feel that it is their own choice to spend their own money, and the few who lack the discipline to control their gambling should not stop others who can. With the relatively recent boom of internet gambling, especially poker, gambling is becoming more and more of a hot topic with governments and groups throughout the world. Casinos should take advantage of this surge of interest in gambling in order to make a profit and keep it available to customers; however, they should also remember to do so without angering