Samenvatting

For a few years now, Holland Casino has struggled for financial survival of the ongoing economic crisis. The financial situation is bad and there are no signs of improvement in the near future. The flow of foreign visitors is declining, and to achieve a reversal of this process a new marketing strategy should be formulated. This is the motivation for the writing of this dissertation.
The main question is: 'How can Holland Casino regain the flow of foreign visitors?' This is investigated by making an internal and external analysis of Holland Casino, followed by mixing all factors in a confrontation matrix and eventually, composing a marketing mix. With this marketing mix comes a conclusion with recommendations.
Holland Casino can regain the flow of foreign visitors by researching different target groups and their needs. By exploring the relevance and importance of existing target groups and finding new ones, Holland Casino will be able to respond to the specific needs of all those different target groups. This way, Holland Casino can create a marketing campaign that can improve the flow of foreign visitors.
The recommendations for Holland Casino are to give assignment of creating a target group investigation to a marketing research company who can do research on this. The differences between groups of foreign visitors must be laid out first in order to get a good view of the different target groups, which will make regaining the flow of foreign visitors more visible, tangible and clear. It is also possible to let another student investigate this as part of his/her dissertation.
Next to that, Holland Casino can implement several practical ideas in the general working environment for its guests. These ideas are low stake table games where foreign visitors can learn the game and eventually come back to play for bigger stakes, and the expansion of the number of languages used on the Holland Casino website. English, Spanish and French are advised languages to be added in order for foreign visitors to get information about Holland Casino in their own language.
It is shown from this report that by doing so, Holland Casino will be able to improve its marketing strategies to get closer to the desired effect of regaining the flow of foreign visitors.