Casino Filipino Davao is a casino facility which houses certain types of gambling activities and has the vision to be a leading gaming and entertainment destination not only in Davao region but also in Mindanao. It envisions itself to become the preferred destination for the customers who wants to try their chances of winning large sums of money while experiencing the leisure and amusement. Considering its twenty-five years of existence, Casino Filipino Davao has yet to tap the market outside the region. During the year 2019, the management started various marketing studies to locate other strategic locations within Mindanao and have already begun in general Santos City. The management decided to start the proposal for the establishment of its satellite in Region XII which will expand its market reach. The strategic plan paper will provide various paths and steps that they will take by analyzing, organizing and assessing all areas to formulate sound recommendations, policies and activities, programs, financial projections and budgets, timetable and controls for monitoring and evaluation. The analysis stage of this paper employs the industry analysis, Porter?s Five Forces Model and STEEP analysis for the assessment of Casino Filipino Davao?s external environment. The assessment for the internal operations focused on four key functional areas namely-Organization and Human Resource, Marketing, Finance and Operations. The information generated from external and internal analysis are utilized in the strategic options was done by using Internal External matrix and SWOT analysis. Quantitative Strategic Planning Method (QSPM) matrix was used to assess what major strategy to employ. The proposed strategy that will best fit to the needs of the firm to meet its objectives, and realize its vision and mission is Market and Development. Other activities related to Market Penetration will also implemented as support and to strengthen the chosen grand strategy. The market development strategies, combines some programs from market penetration strategy, are expected to reach untapped market than can be reached through establishment of casino satellites. Substantial increase in casino winnings is expected to happen for the next five years of Casino Filipino Davao?s operations due to the extensive marketing activities and establishment of junket operations. This will address the underutilization of marketing expenses and manpower skills and values. The increase gaming revenue performance and strengthening of brand portfolio will be realized from the combined strategy. Adhering to government regulations, being under a government regulated corporation is one of the priorities and marketing efforts for fight against illegal gambling, terrorism and money laundering are also considered

Thesis (Master in Management) -- University of the Philippines Mindanao, April 2019