Carnival Cruise Lines Marketing Analysis

INTRODUCTION

Carnival has enjoyed an extended run as Big Kahuna of the cruise world. The assets of its c completely down company, Carnival Corporation, are enormous and growing: In growth to its own fleet of 20 ships, Carnival Corp. holds full self-possession of Cunard, Seabourn, Costa, Windstar, and Holland America Line -- all told, more than 50% of the northbound American cruise industry. And, in April 2003, Carnival beat pop out Royal Caribbean to acquire P&O Princess, adding merely another major cruise brand to its cruise dynasty. When all is said and done, Carnival Corp. will operate a combine fleet of 73 ships, with another 11 scheduled for tar over the next few years. The Wal-Mart of cruising, Carnival specializes in colorful, jumbo-size reparation ships that deliver plenty of bang for the buck. If you like the flash of Vegas and the party-hearty of natural Orleans, youll love Carnivals brand of flamboyant fun. Sails to: Caribbean, Mexican Riviera, Alaska, Canada/New England, Hawaii. nothing does it better in the party department. The line with the more or less accepted name in the biz serves up a in truth casual, down-to-earth, middle-American Caribbean vacation. While food and service are pretty average, in that location sure are a lot of choices to keep most people satisfied, from round-the-clock entertainment to sushi bars, upscale supper clubs on the Spirit-class ships, and Brobdingnagian kid and teen centers on the Conquest-class ships.



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SITUATION ANALYSIS

A situation analysis researches the organizations up-to-date position in the marketplace and reveal potential opportunities to elicit it (J.R.ABBEY 1998 ,P.54). The cruise market situation has been anallysed accordin to the S.W.O.T. analysis (keller,kotler 2006 p52.)

Strengths

Weaknesses

High fixed be (25% of overall operating expenses)

Onboard service is labor intensive

Long lead while for new ship delivery

Seasonality of ship usage

Loyal customers

Financial stability

Weaknesses

High fixed costs...

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