Analysis of Carnival

1936 Words Nov 24th, 2011 8 Pages
Carnival Corporation
The proposed vision statement
“ We will passionately strike for global vacation leader by offer the distinctive vacation experience that cater to the variety of vacationer lifestyle and budget at an outstanding value.
We also committed to create strong bond of relationship with our prestigious stakeholder group by prioritize their need.”
The direction of Carnival Corporation to achieve its vision is to serve the cruise ship industry in global platform. The positioning of the vacation service is perceived as distinctive and exceptional. To become the global vacation leader is the priority for manager to direct their effort and making decision. The proposed vision statement will address the concern on long term
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Therefore, the threat of new entrant is low. Another important forces is threat of substitute service. The substitute of cruise ship is alternative form of leisure such as airline or land based vacation package, globalize hotel and resorts which is readily available and at the attractive price compare to the cruise ship service. Although cruise line is provide more variety and better add-on service as well as entertainment such as beauty product and service, shows, gambling, fine dining, sports activities and so on in the travel time, however buyer have lower cost to forgo the luxury service in switching to the substitutes which price is more attractive. In overall, the threat of substitute’s service is consider high.
The bargaining power of supplier in cruise ship service is refer as labor supply, petrol oil supply and so on. The company bottom line is critical and highly dependent on service of employee and there is a high cost for switching to alternative suppliers due to high training cost in providing the five star service and degree of adaptableness to served in ship. Besides, labor supplier is differentiated due to the skill and human intelligence is unable to imitate. The increasing of the petrol oil will greatly affect the cost of ship operation and price of
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