Carnival Cruises
Matthew Alley
Professor Moroye
HTE-4300
11 September 2013
Case Study: Implementation One of the problem plaguing the cruise industry is lack of brand recognition. There are at least 17 different brands in the industry with very little differentiation between them. While there are different categories including contemporary, destination, premium, and luxury, there is not much to separate one brand from another in these categories. Many people will decide that they want to go on a cruise and choose one of these categories without considering what the differences are between the brands. Carnival is considered to be a party ship in many people’s eyes. The history of the company is what has given people this perception. In the past the Carnival Cruises have been known for beer drinking contests, people in their 20’s running around intoxicated, hairy chest contests, etc. This perception may have kept a lot of potential guests off of the ships, especially the families with children. …show more content…
They should also have the systems, structures and processes needed to implement the recommendations. Carnival is a multibillion dollar corporation and should have no problem creating the structures, systems, and processes to make these recommendations succeed if they are not already in place.
Finding out who Carnival’s core guests are is something that needs to begin immediately. They may want to look into how their guests heard about Carnival. If there is a specific website that is creating many of the reservations that Carnival sees, then they could consider looking at the types of people that usually use this website. Maybe 20% of the people on a cruise saw a special on the Travel Channel about Carnival Cruise Lines and this drove them to try a cruise. This is all information that could help to identify a core group of guests and also help to understand how to better market to
Professor Moroye
HTE-4300
11 September 2013
Case Study: Implementation One of the problem plaguing the cruise industry is lack of brand recognition. There are at least 17 different brands in the industry with very little differentiation between them. While there are different categories including contemporary, destination, premium, and luxury, there is not much to separate one brand from another in these categories. Many people will decide that they want to go on a cruise and choose one of these categories without considering what the differences are between the brands. Carnival is considered to be a party ship in many people’s eyes. The history of the company is what has given people this perception. In the past the Carnival Cruises have been known for beer drinking contests, people in their 20’s running around intoxicated, hairy chest contests, etc. This perception may have kept a lot of potential guests off of the ships, especially the families with children. …show more content…
They should also have the systems, structures and processes needed to implement the recommendations. Carnival is a multibillion dollar corporation and should have no problem creating the structures, systems, and processes to make these recommendations succeed if they are not already in place.
Finding out who Carnival’s core guests are is something that needs to begin immediately. They may want to look into how their guests heard about Carnival. If there is a specific website that is creating many of the reservations that Carnival sees, then they could consider looking at the types of people that usually use this website. Maybe 20% of the people on a cruise saw a special on the Travel Channel about Carnival Cruise Lines and this drove them to try a cruise. This is all information that could help to identify a core group of guests and also help to understand how to better market to