CARNIVAL CRUISE LINES

Presented By Dushyant Raj Singh Aman Mavi Ashok Kumar

Contents

Environmental analysis Five forces Vision & mission Competitive advantages Core resources Business level strategies Corporate strategies Stake holder & Partnerships

Contents

Innovative & entrepreneurship Global strategy Organization design and control Main question

Environmental Analysis

At the present time there are three external factors that are critical. They include the more disposable incomes of the public, the competitions between cruise lines, and the ability of the cruise industry to cater to diverse populations.

Environmental Analysis

Political LegalIncreased Regulations are issues by the coast guard, U.S. Department of Health and Federal Maritime Commission. Periodic Political tensions Which occur in cruise areas (such as Mideast or Mediterranean) causes cruise competition to intensify in the safe waters until the tension ceases.

Environmental Analysis

The competitive nature of the industry makes it unattractive to enter. High Start-up Costs. Rivalry between competitors is high, mainly between Princess & Royal Caribbean Cruise Lines.

Environmental Analysis

Societal environment is strong. This has come about because there are more women in the workplace, which gives households more disposable income.

Five Forces(Driving Force)

Driving Forces Major factors that have contributed to the growth of the cruise industry are the change in the competitive environment brought about due to increase discretionary incomes.

Five Forces(Threats)

There are threats from diseases like SARS(SEVERE ACUTE RESPIRATORY SYNDROME) and other epidemic health concerns in areas where the company does business. Hurricane & bad weather. Seasonal Demand. Changes in Govt. Regulations such as customs, labor, immigration, gambling, security, etc. Tight Competition.

Five Forces(Opportunities)

The cruise industry appeals to a broad range of demographic groups. Large untapped market of people that have not cruised of more than 80%. Many potential passengers have expressed interest in taking a cruise as a vacation alternative. Strong annual growth Worldwide appeal.

Five Forces(Survival)

Flawless Hospitality. Services. Special Recognition to People who pay more. Use of Up to date technology. Well mannered & educated Staff

Five Forces(Success)

Good Relations With The Customers. Reasonable Prices, according to the services offered. Setting up of a customer support team. Giving Fair percentage of amount to the agents. Be dynamic, mould according to the requirements.

Vision & Mission

Vision Statement: It is our vision to continue to be the world's #1 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.

Competitive Advantage

The company is currently in a good spot financially and they just need to decide on which strategy that they wish to pursue. They need a strategy that will allow them to keep their competitive advantage against Royal Caribbean.

Core Resources

Funds. Staff. Cruises. Experience. Knowledge of the market. Loyal Customers. Brand Image.

Business Level Strategy

Carnival UK identified that if it could enable more of its customers (both travel agents and members of the public) to solve routine queries online, it would provide customers with an added level of convenience while enabling contact centre staff to concentrate on more complex enquiries. This is particularly pertinent given that as a result of intensive marketing activity, Carnival UK is experiencing an exponential increase in traffic to the Web sites of its major brands. Visitor numbers on the P&O Cruises site were

Corporate Strategy

Carnival has a divisional structure. It is made up of two cruise divisions and a chain of Alaskan hotels and tour coaches. The current corporate structure is based on a profit center concept. The goal of the company is to make a profit. Each division of the company is responsible for itself. However, all the divisions also report to the CEO of Carnival Corporation. New Commercials To Attract New Customers.

Stake Holder & Partnerships

Ted Arison founded the company in 1972. In 1987 he sold 20% of his shares & generated $400 million for expansion. In 1997 CCL purchased an Italian cruise Named Costa for $141 Million. Publicly Traded Since 1987 on New York Stock Exchange & London Stock Exchange.

Innovative & Entrepreneurship

Carnival has the unique ability to provide customers with a wide range of vacation choices that appeal to any taste, interest, lifestyle or budget. With a mission to surpass customer expectations, Carnival offers leisure travelers most popular travel destinations. Carnival wants to remain the leader & innovator in the cruise industry and intends to do this with sophisticated promotional efforts and to gain loyalty from former cruisers by refurbishing ships, varying activities and ports of call and being innovative in all aspects of ship operations.

Global Strategy

To remain profitable and continue to grow Carnival Cruise has To Focus On 1. Customer 2. Products or services 3. Markets 4. Technology 5. Concern for survival, profitability, growth 6. Philosophy 7. Self-concept 8. Concern for public image 9. Concern for employees

Organizational Design & Control

Earlier most of the revenue of the company was generated with the help of the agents because of which the company had no control over the customers & didnt have any idea about their requirements as there was no direct contact between the company personnel & the customers. However with declining business this changed, Carnival took some controlling measures to ensure that they retain the customer & set up customer support people so that the people on the cruise could share their experiences & point out the problems they faced. Carnival.com was launched to for more better relationships with the customers.

Recommendation

Recommendation our recommendation to the case, CCL must do business internationally like the royal Caribbean international, and must diversify their business among different demographics of the population, they must also approach different corporate houses and other business sectors

Thank you !!!!