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Norwegian Cruise Line Holdings LtdCompany analysisExam
Norwegian Cruise Line Holdings Ltd.
Company analysis

Exam report in Introduction to Management Studies

Bsc SeM
Group 3 XB A
Rikke Michelle Maibirk – 200792-2070
Josefine Elizabeth Bergenstof Laub – 310893-2200

Supervisor: Kasper Teilmann

October 10th, 2014
Copenhagen Business School, 2014

The report consist of 36.298 characters on 16 pages

Index
1. Introduction 3
1.1. Report structure 3
1.2. Delimitations 3
1.3. Empirical sources 3
2. Foundation of NCLH 4
2.1. Imprint hypothesis 4
3. Organizational structure development 5
4. Growth of NCLH 7
4.1. Vertical boundaries 8
4.2. Core competence 8
4.3. Horizontal boundaries 8
4.4. Diversification 9
5. VRIN analysis 9
6. Porters Five Forces 10
6.1. The cruise industry 10
6.2. Competition in the cruise industry 10
6.3. Treats of new entrants 11
6.4. Bargaining power of suppliers 11
6.5. Bargaining power of buyers 12
6.6. Treats of Substitution 12
6.7. Rivalry among existing competitors 13
7. Position in the life cycle model 13
8. Summary of industry analysis 13
9. SWOT analysis 14
10. Strategy 15
11. Conclusion 16
12. References 18

1. Introduction
1.1 Report structure
This company analysis is about Norwegian Cruise Line Holdings Ltd., which in the report will be referred to as NCLH. NCLH is a cruise operation company, based in Miami, FL.
In order to analyze the company, we will start by looking at the foundation of the firm, in order to identify the imprinting forces. Then we are going to use Greiners phase model and Mintzbergs configurations theories in order to analyze the organizational and structural changes in NCLH.
Next order of business is the growth of the firm, where we aim to identify the vertical and horizontal integrations made in NCLH. Moreover we will look into Goolds diversification theories, and the core competence theory of Prahalad.
NCLHs



References: Annual Report. (2014). 1st ed. Norwegian Cruise Line. Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), pp.99-120. Boeker, W. (1989). Strategic Change: The effects of founding and history. Academy of Management Journal, 32(3), pp.489-515. Corporate overview. (2014). 1st ed. Norwegian Cruise Line. Cruise Lines International Association, (2014). Cruise Lines International Association. [online] Available at: http://www.cruising.org/regulatory/resources/maritime-industry-background [Accessed 10 Oct. 2014]. Cruisemarketwatch.com, (2014). Market Share. [online] Available at: http://www.cruisemarketwatch.com/market-share/ [Accessed 10 Oct. 2014]. Douma, S. and Schreuder, H. (2008). Economic approaches to organizations. 5th ed. Harlow: Prentice Hall, pp.167-201, 212-215, 230-255, 248-253, 356-380. Examiner.com, (2014). Norwegian Cruise Line buying Regent Seven Seas and Oceania from Prestige. [online] Available at: http://www.examiner.com/article/norwegian-cruise-line-buying-regent-seven-seas-and-oceania-from-prestige [Accessed 10 Oct. 2014]. Gale Business (2014). NCL Corporation Ltd. [online] Available at: http://bi.galegroup.com.esc-web.lib.cbs.dk/essentials/article/GALE|I2501318507/901baddea68183f0377ae897d9bb2e68?u=cbs [Accessed 10 Oct. 2014]. Goold, M Greiner, L. (1972). Evolution and revolution as organizations grow. Harvard Business Review, 50(4), pp.37-46. Ir.avisbudgetgroup.com, (2014). Avis Budget Group Sails Away With Exclusive Norwegian Cruise Line Partnership (NASDAQ:CAR). [online] Available at: http://ir.avisbudgetgroup.com/releasedetail.cfm?ReleaseID=809411 [Accessed 10 Oct. 2014]. McGahan, A., Argyres, N. and Baum, J. (2004). Context, technology and strategy: Forging new perspectives on the industry life cycle. Advances in Strategic Management, 21, pp.1-21. Mintzberg, H. (1980). Structure in 5 's: A synthesis of the research on organization design. Management Science, 26(3), pp.322-341. Museum, T. (2014). GRAMMY Experience: Norwegian Cruise Lines :: The GRAMMY Museum. [online] Grammymuseum.org. Available at: http://www.grammymuseum.org/on-display/traveling-exhibits/grammy-experience-norwegian-cruise-lines [Accessed 10 Oct. 2014]. News.ncl.eu, (2014). Norwegian Cruise Line - News Updates and Press Releases. [online] Available at: http://www.news.ncl.eu/show_press.php?id=347 [Accessed 10 Oct. 2014]. Penrose, E. (1955). Research on the business firm: Limits to the growth and size of firms. American Economic Review, 45(2), pp.531-543. Porter, M. (2008). The five competitive forces that shape strategy. Harvard Business Review, 86(1), pp.78-93. Prahalad, C. and Hamel, G. (1990). The core competence of the corporation. Harvard Business Review, 68(2), pp.79-91. Rodrigue, D. (2014). The Cruise Industry. [online] People.hofstra.edu. Available at: http://people.hofstra.edu/geotrans/eng/ch7en/appl7en/ch7a4en.html [Accessed 10 Oct. 2014]. Windrosenetwork.com, (2014). The Cruise Industry: General Analysis and Overview. [online] Available at: http://www.windrosenetwork.com/The-Cruise-Industry-General-Analysis-and-Overview.html [Accessed 10 Oct. 2014].

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