Case 16 Carnival Corporation

Topics: Holland America Line, Carnival Cruise Lines, Cruise line Pages: 26 (1490 words) Published: January 5, 2015
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1.นาย พยยุงศศักดดดิ์ บบารยุงกดจเจรดญ ID 7560204294
2.นางสาว ทววีพร พนานดรามศัย ID
3.นางสาว ปววีนดตยย์ มากแกก้ว ID 7560204310
4.นางสาว มลดสา มดลดนทางกกูร ID
5.ธนพงศย์ กบาเหนดดชกูตระกกูล ID 756020

Company Overview

Current Situation

Market Share in North American

Norwegien; 10%
Disney; 2%
Caribbean; 27%

Others; 6%
Carnival; 55%

Market Share in Rest of the world

Others; 15%
Norwegien; 9%
Disney; 2%
Caribbean; 22%

Carnival; 52%

Company Overview






Company Overview
To deliver exceptional vacation experiences through the world’s best known cruise brands that cater to a variety of different lifestyle and budget.

To consistently provide quality cruise vacations that exceed the expectations of the guest

Corporate Governance
II. Board of Directors  have 14 member
 Internal Board of Director (4)

Mickey Arison
Chairman of the Board Carnival Corporation & plc

Arnold W. Donald
President and Chief Executive
Officer Carnival Corporation & plc

Pier Luigi Foschi
Chairman and Chief Executive
Officer Costa Crociere S.p.A


Howard S. Frank:
Vice Chairman of the Board and
chief Operating Officer Carnival
Corporation & plc

Corporate Governance
II. Board of Directors & Top Management

External Board of Directors (11)

1.Sir Jonathon Band

Former First Sea Lord and Chief of Naval Staff British Navy

2.Robert H. Dickinson

Former President and Chief Executive Officer carnival Cruise Lines

3.Richard J.Glasier

Former President and Chief Executive Officer Argosy Gaming Company

4.Modesto A. Maidique

President Emeritus and Professor of Management and Executive Director

5.Sir John Parker

Chairman Anglo American plc and Vice Chairman of DP World Limited

6.Peter G. Ratcliffe

Former Chief Executive Office P&O Princess Cruises International

7.Stuart Subotnick

President and Chief Executive Officer Metromedia Company

8.Laura Weil

Former Executive Vice President and Chief Operating Officer New York

9.Randall J.Weisenburger

Former Executive Vice President and Chief Financial Officer Omnicom Group

10. Sir John Parker

Chairman Anglo American plc and Vice Chairman of DP World Limited

11.Uzi Zucker Private


Market Analysis : Five Force Model
Low--Entry and exit

Cruise line industry requires capital high costs.
Employees need to have specific knowledge and skill sets.
Finally brand recognition is very important

High Competition industry

Low--Power of buyers

Customers are still booked
through travel agents
customers are spread around
the world
customers do not have the
ability or resources to create
the cruise experience by

industry is effectively an oligopoly

product differentiation

Smaller cruise lines tend to specialize in

It is difficult for a cruise liner to sell
their assets and exit the industry

Moderate--Power of suppliers

largest purchases are for fuel, travel agency
services, food and beverages, air transportation
services, port facility utilization, repairs

High--Substitute product
Travelling by air land
has traditionally been less
expensive than cruises.

Market Analysis : Target & Positioning
Carnival plc’s product mix offers a variety of cruise vacation experience packages to locations around the world through its 11 cruise line brands Carnival’s core brand categories are:
Appeals to mass markets offering a lower cruise package cost and fulfills the needs of many former budget cruise line customers
These specialized, niche markets offer high quality service, and are also building large ships
This market serves the upper class and charges an expensive ticket price. These brands are more recession-resistant than the rest of...
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