Castillo, Shiela Mae
Lagaras, Irish Diane
Ocampo, Christelle Mae
Tumbaga, Kim Cristyl
May 6, 2013
Carnival Cruise Lines, Inc., was founded by Ted Arison in 1972. From its inauspicious beginning, Carnival became known for fun-filled Caribbean cruises. Ted retired in 1990 as Chairman. His son, Micky Arison, CEO, then became Chairman. Carnival Corporation is the largest and most successful cruise line in the world, carrying more passengers than any other cruise ship. The Carnival Corporation mission statements; ”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 and outstanding value unrivaled on land and or at sea”
Much of Carnival's success is attributed to its marketing program directed toward the young and fun-seeking, first-time cruiser. One important aspect of the marketing program built upon the ship as the destination rather than some particular port of call. The main advertising theme has been that Carnival lines is a "Fun Ship."
Corporate strategy of Carnival Corporation at present is one of growth through horizontal integration (Holland America acquisition and Seaborne joint venture), internal development, the pursuit of shipbuilding, and the utilization of aggressive advertising/marketing campaigns. Carnival’s business strategy is essentially one of differentiation in all segments. This is being accomplished by featuring the short, fun, and affordable cruise vacations available to the masses (Carnival), service and scenery for experienced cruisers (Holland America), and ultra-luxury cruises for the upscale vacationer (Seaborne).
The business segments of Carnival are Carnival Cruise Lines, Princess Cruises, Costa Cruises, Holand America Line, P&O Cruises, AIDA Cruises, Cunard Line, Ocean Village, Swan Hellenic, Seabourn Cruise Line and Windstar Cruises. In 2007, Carnival is the leader of the cruise industry in the world, operating 81 cruise ships with 143,676 passenger capacity in North America, Europe, the United Kingdom, Germany, Australia and New Zealand.
I. Time Context
The untapped current and potential market is the core problem of Carnival Corporation. This problem got worse when Royal Caribbean, a major competitor, established headquarter in Singapore on July 2007 to cater more and support the marketing efforts in the Asia-pacific region. This action can be considered as a competitive advantage of Royal Caribbean Lines Ltd. over Carnival Corporation since Carnival Corporation has not yet enter the Asian market. This will not only mean to capture the Asian market but also affects the current market of Carnival since this may open several opportunities for Royal Caribbean. The Carnival Corporation must do something about it, to maintain their name as a leading cruise line in the world. II. Viewpoint
We are looking upon this situation as the top management of the Carnival Corporation.
Carnival Corporation is a global cruise company and one of the largest vacation companies in the world. The company operates worldwide with the high business concentration in North America and Europe. The company’s Asian operations – operated by Costa Cruises and marketed exclusively to Asian passengers – have explosive growth characteristics, but remain one of Carnival’s weaker markets. Thus the company should take an opportunity to expand its untapped market in Asia through its expansive strategies
As the top management of the company, we do believe of formulating and constructing an immediate and comprehensive strategies and plan of action that has both professionalism and heart.
III. The Central Problem
Carnival Corporation is the leading company...