Carnival Cruise Lines

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Carnival Cruise Lines | Managing in a Global Marketplace: Individual Case Study | Jeffrey Barno |

Table of Contents Introduction 3 Discussion 3 Conclusion 7 Bibliography 9

Introduction
Carnival Cruise Lines was established in 1972 by Ted Arison. Over time, Carnival forged the concept of less costly cruises with shorter trips, making cruises a more viable option for a wider variety of vacationers. The company is currently based in Miami, Florida but has spread globally since its inception, impacting markets in North America and Europe (Daniels, Radebaugh, & Sullivan, 2009). Although Carnival brands have evolved over time to include other cruise options for their guests--such as luxury and port to port trips--the vast majority of their business is still attributed to the original brand of “fun ships (Applegate, Kwortnick, & Piccoli, 2006).” This paper will analyze the case study, Carnival Cruise Lines: Exploiting a Sea of Global Opportunity in an attempt to explore just how Carnival was able to grow and market themselves into a successful international company. Specifically, topics of interest will include the dominance that Carnival has and will possesses through proprietorships in multiple positions across the world.
Discussion
Arison’s concept of the “fun ship” revamped and changed the face of the cruise industry from being by and large a vacation option for the wealthy to a source of retreat and entertainment for a broader spectrum of middle class individuals (Daniels, Radebaugh, & Sullivan, 2009). What began as a small independent operation has matured into twelve cruise ship brands owned and operated by Carnival Corporation (Applegate, Kwortnick, & Piccoli, 2006). The original Carnival cruise line to this day encompasses more than just a ship; rather, its ships are most closely comparable to “Las Vegas on water.” These ships are known for entertainment offerings which include casinos, shopping centers, theme dinners, weight and



Bibliography: Applegate, L. M., Kwortnick, R. J., & Piccoli, G. (2006). Carnival Cruise Lines. Harvard Business School , p 32. Carnival. (2010). Retrieved May 22, 2010, from Carnival Website: http://www.carnival.com/ Carnival Web Site Rates High. (2009, July 29). Retrieved May 22, 2010, from Cruise Industry News Website: http://www.cruiseindustrynews.com/cruise-news/3017-72909-carnival-web-site-rates-high.html?q=carnival (2009). Carnival Cruise Lines: Exploiting a Sea of Global Opportunity. In J. D. Daniels, L. H. Radebaugh, & D. P. Sullivan, International Businiess 13e: Environments & Operations (pp. 24-28). Upper Saddle River, NJ: Prentice Hall.

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