Carnival: Executive Summary

Table of Contents
Introduction 3
Mission Statement 4 Current 4 Proposed 4
Vision Statement 4 Current 5 Proposed 5
External Assessment 5 Opportunities 5 Threats 8 External Factor Matrix 11 Table 1 EFE 12 Competitive Profile Matrix 13 Table 2 CPM 14 Internal Assessment 15 Financial Ratios (historical) 15 Table 3 Ratios 16 Line graphs Figure 1 Liquidity 17
Figure 2 Leverage 17
Figure 3 Activities 17
Figure 4 Profitability 18
Figure 5 Growth 18 Comparison to industry & Competitors 19 Table 4 Industry/Competitor Comparison 20 Strengths 21 Figure 6 Organizational Chart 23 Weaknesses 24 Internal Factor Matrix 25 Table 5 IFE Matrix 26

Case Analysis Part 2
Table of Contents
SWOT 27 Table 6 SWOT Matrix 28 SWOT Strategies 29
Quantitative Strategic Planning Matrix 30 Table 7 QSPM 32
Long Term Objectives 34
Recommended Strategies 34 Table 8 Strategies w/ costs 37
Implementation of Recommended Strategies 37 Table 9 EBS /
A score of 2.62 shows Carnival is slightly higher than the midpoint indicating mediocrity in its handling of opportunities and threats. The opportunity factors given the higher weights are those that offer the best opportunity for growth such as the emerging Asian market and a more ethnically diverse U.S. market. The lower opportunity weights were given in areas mostly involving the internet. Cruise lines have historically maintained close relationships with travel agents and suggest there are advantages in the relationship. Highest weights given to threats are two factors that are related. Bad publicity within the industry has had a direct effect on revenues, which leads to growth in river boat and costal