(Stellenbosch : University of Stellenbosch Business School, 2007) Bezuidenhout, A.
This report is an in-depth analysis of the external and internal environment of Casino Mykonos to identify the
major communication issues that prevail at the casino and that need immediate attention. This analysis indicates
that attention must be given to advertising, as it is one of the industry's key success factors.
A stakeholder analysis was also done to determine on whom to focus the company's communication. The major
stakeholders are employees and the clients.
Because no communication strategy is currently in place, attention was also given to communication aimed at
change management, handling a crisis and communicating with the media.
Different alternative solutions were generated to solve the issues and after the solutions had been evaluated, the
best solutions were used to draw up a proper communication strategy. An appropriate action plan will be set out
to ensure the proper implementation of the communication strategy.