May 29, 2015
Table of Contents
Executive Summary 3
Organizational Strategic Plan 3
Strategic Action Plan 6
Organizational Capacity Plan 6
Portfolio Management Processes 7
Project Selection Criteria 8
Program Management Plan 10
Change Management Plan 14
Carnival is “The World’s Most Popular Cruise Line” with 24 “Fun Ships” operating voyages ranging from three to 16 days in length to the Bahamas, Caribbean, Mexican Riviera, Alaska, Hawaii, Canada, New England, Europe, and Bermuda. Carnival’s success is attributed to its marketing program directed towards pretty much all types of travellers (Young, middle age, seniors, first time and seasoned cruisers). One important aspect of the marketing program built upon the ship as the destination rather that some particular port of call. The main advertising theme has been that Carnival cruises are “Fun Ships” as its current slogan says “FUN FOR ALL - ALL FOR FUN”. Carnival prides itself on delivering fun, memorable vacations to their guest by offering a wide array of quality cruises, which present outstanding value for the money.
The current economic landscape is impacted by an aging population with disposable income as well as many external and environmental forces. For instance, over 60% of the worldwide cruise passengers are over the age of 40. Despite the rising oil prices, cruises have and may continue to become increasingly popular as baby boomers enter retirement.
Organizational Strategic Plan
“Maintaining a constant focus on providing higher quality vacations at tremendous value to our customers, while keeping an eye on the bottom line and earning superior returns for our shareholders.”
“Our Mission is to deliver exceptional vacation experiences through the world’s best-known cruise brands that cater to a
Bibliography: 1. Carnival Cruise Lines. (2015) Carnival Cruise Lines’ News Source. Retrieved on May 20th 2015 from www.carnival-news.com 2. Carnival Corporation & PLC (2015). Corporate Information. Retrieved on May 28th 2015 from http://phx.corporate-ir.net 3. Cruise Line International Associates (CLIA) (2015). Cruise Ship New Order Schedule. Retrieved on May 28th 2015 from http://www.cruising.org/sites/default/files/pressroom/CLIA-CRUISE-ORDERBOOK-REPORT-Q1-2015.pdf 4. Cruise Line International Associates (CLIA) (2015). Market Research – Economic Impact Study. Retrieved on May 28th 2015 from https://cruising.org/pressroom-research/ 5. Cruise Industry News. (2015, March 25). Carnival Corp Names Julia M. Brown Chief Procurement Officer. Cruise Industry News , pp. 1-2. from http://www.cruiseindustrynews.com/cruise-news/12375-carnival-corp-names-julia- m-brown-chief-procurement-officer.html 6. Carnival Corporation. (2013, December). The eco-friendly cruise line. Retrieved on May 26, 2015 from http://www.theneweconomy.com/technology/carnival-corporation-eco-friendly-cruise-line 7. Jones, C. (2015, January). Carnival CEO steers cruise giant in new directions. Retrieved on May 26, 2015 from http://www.usatoday.com/story/travel/cruises/2015/01/22/carnival-ceo-putting-his-stamp-on-worlds-biggest-cruise- company/21867385/