The proposed vision statement
“ We will passionately strike for global vacation leader by offer the distinctive vacation experience that cater to the variety of vacationer lifestyle and budget at an outstanding value. We also committed to create strong bond of relationship with our prestigious stakeholder group by prioritize their need.” The direction of Carnival Corporation to achieve its vision is to serve the cruise ship industry in global platform. The positioning of the vacation service is perceived as distinctive and exceptional. To become the global vacation leader is the priority for manager to direct their effort and making decision. The proposed vision statement will address the concern on long term interest of stakeholder by placing stakeholder’s need at the top position in order to create strong bond of relationship with them. The statement inspire by focus on brand loyalty and the emotional wording will create the motivational effect. Last, the vision statement is feasible since Carnival Corporation is the largest and most successful cruise line in the world with adequate resource such as experience management team, operating 81 cruise ships asset with more than hundred thousand passenger capacity, 11.7% quarterly revenue growth rate, strong brand name and so on. Current mission statement
“ Our mission is to deliver exceptional vacation experiences through the world's best-known cruise brands that cater to a variety of different lifestyles and budgets, all at an outstanding value unrivaled on land or at sea. “ Based on my review, the target market of Carnival Corporation is North American cruise market which include vacationers in every tier of the cruise market, such as: different budget, itinerary, geography, demographics or psychographics. The services offer by them is cruise line service that provide customer exceptional vacation experience. They use their world’s best-known cruise brands to pleasing customers. The shortcoming of this mission statement is inadequate to reflect the concern for the survival and profitability of company, their public image which related to the company reputation and the concern for their employee. Beside, the superlative in mission show that it is not clearly defined and is mix up with vision statement . For example, to be the world’s best-known cruise brands is a focus element in vision statement. Another missing element that cause the incomplete of mission statement is lack of well defined target market. The proposed mission statement
“We are proud to deliver the memorable vacation experience for vacationer in various tier of the North America market with our world’s best-known cruise brands in order to achieve sustainable growth and continue value creation to satisfy needs of stakeholder group.” (Carnival Corporation 2006) Carnival Corporation
Strategic Group Map
Number of Brand
| Royal Caribbean
| Star Cruise
Number of Capacity
Direct Competitors Comparison Based on the strategic group map with dimension number of employee (X-axis) and number of brand (Y-axis) , the close rivals of Carnival Corporation is Royal Caribbean Cruise Ltd since the position of Royal Caribbean Cruise is adjacent to Carnival Corporation, besides, Royal Caribbean is the second largest cruise line in the global market. TUI AG is the distant rival to Carnival Corporation, since there are using different strategic group and also the position far apart from each other.
Based on Michael Porter 5 Forces Model of Competition, there is high entry barrier in the cruise ship industry, because there is strong brand loyalty associate with the services. Furthermore, industry outlook is risky and uncertain due to seasonality, natural disaster, changes in the government regulation, economic condition of different countries that the company might involve,...