Carnival Corporation Case - Term Paper

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GERMAN UNIVERSITY IN CAIRO S T R AT E G I C A N A LY S I S

D R . S A N I A E L G A L A LY

Carnival Corporation
Strategic Analysis – Group Assignment

MBA PROGR AM
Spring 2007

Prepared by:

Ayman Badr Nader M. Kamel Shady Elsafty

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Table of Content
I. II. Company Background Current Situation a. Strategic Posture i. Mission ii. Objectives iii. Strategies III. Corporate Governance a. Strategic Management b. Code of Business Ethics IV. V. Financial Performance External Environment a. Societal Environment b. Analyze Task Environment c. EFAS VI. Internal Environment a. Internal Factors b. IFAS VII. Key Strategic Factors a. SFAS b. SWOT c. TOWS VIII. IX. X. XI. Strategic Alternatives Recommended Strategy Implementation Evaluation and Control 26 27 28 29 23 19 13 15 4 3 4

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I. Company Background1
The British-American corporation, Carnival Corporation & PLC is the world's largest cruise operator, comprising 12 cruise brands, including Carnival Cruise Lines, Princess Cruises, Holland America Line, Windstar Cruises and Seabourn Cruise Line in North America; P&O Cruises, Cunard Line, Ocean Village Holidays and Swan Hellenic in the United Kingdom; AIDA in Germany; Costa Cruises in Southern Europe and P&O Cruises Australia in Australia. It operates 82 ships, totaling more than 144,000 berths with a further 15 ships to be delivered between March 2007 and spring 2010. Carnival Corporation was founded in 1974 by Ted Arison., Throughout 1980s; Carnival maintained a growth rate of 30%. It made an IPO of 20% of its common stocks in 1987. Since 1991, Carnival started acquiring extra liners such as Superliner, Premier Cruise liner, Costa. Its latest acquisition was Princess Cruise Line. Carnival Corporation & plc is a dual listed company, with headquarters in Miami, Florida, USA and London, UK. The companies Carnival Corporation and Carnival plc are the two holding companies of Carnival Corporation & plc. Carnival Corporation is the larger of the two holding companies and is incorporated in Panama with its primary listings on the New York Stock Exchange (NYSE: CCL). Prior to 17 April 2003 it was a separate company and the market leader in the United States cruise market. CEO Micky Arison, son of the company's founder and his family own 47% of Carnival Corporation. Carnival plc was formed in October 2000 under the name P&O Princess Ltd by the demerger of the Peninsular & Oriental Steam Navigation Company's cruise business. P&O Princess' cruise business has had over 150 years of maritime history beginning in the United Kingdom in the 1840s. From established positions in the United Kingdom and Australia it improved its position in North America with the acquisitions of Princess Cruises and Sitmar Cruises in the 1970s and 1980s.

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www.wikepedia.com : Carnival Corporation

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The company also markets and operates Hotels or lodges in Alaska and the Canadian Yukon, motor coaches for sightseeing and domed rail cars. Also provides sightseeing packages; and day boats in Alaska and on the Yukon River.

II. Current Situation
Strategic Posture
o Mission Carnival's 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.’ They have focused on their product (service), their customer’s as well competitive stance in their mission statement. o Objectives The company wants to keep promoting the “Fun Ship” theme, while adding new activities and entertainment. The company also wants to provide cruises to meet the demands of every vacationer’s budget and expectations. Carnival also hopes to attract a larger percent of the vacationing market and increase their number of repeat customers. Finally, Carnival plans to attract more customers by training travel agents to promote their product. o Strategies To meet their objectives, Carnival uses a...
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