Carnival Corporation (2002) I. CASE ABSTRACT In 2002‚ the biding war between Carnival and Royal Caribbean Cruise Line for the Princess Cruise Line ended. Carnival’s bid of %5.67 billion was accepted by Princess’s management‚ the war had lasted for almost a year‚ Princess had 11.9% market share and Carnival had 31.9% - a potential market share of 53.8%. After the terrorist attack on New York City and Washington‚ D.C. on September 11‚ 2001‚ customers for cruises dropped out of the market
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Situation Carnival has a strong market expansion strategy for selling the mass-market cruise category and first-time cruisers. They have a clear vision and knowledge about the industry and a commitment to their brand essence‚ which is fun. Problem Statement One area that Carnival needs to improve upon in order to stay competitive within the industry is information technology. Carnival has a large IS group‚ but the focus has been on maintenance and operations of the existing infrastructure. In
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of cooperation and variety of cultures. I was acquainted with a lot of nationalities from my previous work on cruise ships. When I first came to work for the Carnival Cruise Line Company‚ I did not know anything about shipboard life. I still remember my first day when I arrived in Miami‚ our port of call. I was looking at the giant floating city with a blue name printed on it: “Carnival Valor” with its slogan “The Fun Ships”. Entering that magnificent boat was slightly different from merely admiring
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Case 2 :Carnival Corporation: Acquiring Princess Cruise Line(2002) Question: Carnival management and board of directors believed that demand would continue to increase well in to the future. Considering that only a small percentage of the North America market had taken a cruise Vacation‚ reaching more of the North American target market would improve industry profitability. Industry analysis stated that the “assessment of market potential” was only an “educated guess ”.what if the current
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vacation provider at land and at sea. Mission Statement (Current): Our missions 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. Mission Statement (Proposed): It is the mission of Carnival cruised to provide our customers with the best vacation experience on both land and at the sea.(1‚2‚3‚6‚7) We provide the best travel experiences that cater
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Environmental Scan Companies that use environmental scanning are much more likely to have a higher percentage of business conducted within their market‚ than companies that are shooting at the broad-side of a barn‚ hoping against hope to hit the target. Researching a company’s target market is a much better‚ & more profitable approach. Environmental scanning can help you identify the trends in the marketplace‚ that are most likely to affect the stakeholders - whether it be a good trend‚ or a bad
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Carnival Cruise Lines: Long and Short Term Strategies Contents Contents 2 History of the Carnival Corp 3 Mission and Vision Statements 5 SWOT Analysis 6 Business Ethics for Carnival Cruise Lines 8 Social‚ Cultural‚ Demographic‚ and Environmental Forces 10 Social Forces 10 Cultural Forces 10 Demographic Forces 10 Environmental Forces 11 External Forces 11 Economic forces 11 Government‚ Legal‚ and Political Forces 13 Internal Operations Strengths and Weaknesses 16 Management
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ENVIRONMENTAL SCANNING Environmental scanning is a process of gathering‚ analyzing‚ and dispensinginformation for tactical or strategic purposes. The environmental scanning processentails obtaining both factual and subjective information on the businessenvironments in which a company is operating or considering entering.Environmental scanning is the process in which a firm continually collects andevaluates information about its external environment. There are six main categoriesof environmental
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Contrasting Environmental Scanning to Competitive Analysis Peter F. Shore HLTH 5020 November 3‚ 2013 Sandra Guerra Contrasting Environmental Scanning to Competitive Analysis Environmental Scanning Environmental scanning is a prerequisite for the formulation of successful business strategies whereas competitive analysis is an assessment of the strengths and weaknesses of competitors (both current and potential) usually drawn from data during environmental scanning (Beal‚ 2000). Social Issues
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Environmental Scanning The environment is responsible for more company changes that the general public often realizes. The future of a company depends on the reaction that the company has to environmental changes. By not adapting to the changes‚ companies could ultimately end up failing. Recognizing that the environment is changing‚ businesses need to be able to adapt their products to keep up with new opportunities and balance a strategic fit between the environment and the company (Wheelen
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