Carnival Cruise Lines Case Study

Magic Carpet Airlines (MCA) was a regional airline company that established operations in 1961. Over a span of 26 years, MCA grew from servicing flights in two cities to 18 cities. In 1987, MCA purchased another regional airline, River City Airlines (RCA), and merged the two operations. With the merge of the two regional airlines, the company became a small “national” airline until 1988 when MCA entered into a marketing agreement with a major national carrier to become a “feeder” airline for the carrier.

A. Pause Strategy (CI#1, 2, 3): Carnival Corp has been known for health and safety records, a key component in consumer decision-making in the cruise industry. In order to begin improvements, a pause strategy needs to be utilized to allow the company to take a step back from aggressive growth and focus more towards consumer necessities. Many complaints stem from issues like sanitization of rooms, quality of food, and ship malfunctions. Keying in on ship maintenance, restoration, and efficiency will significantly decrease the chance of malfunctions. While implementing more stringent and attentive guidelines towards guest amenities and conditions of food storage/quality to help increase consumer appeal.

Summary: The cruise line industry has been experiencing a period of massive expansion over the last decade thus heightening the competitive profile for the industry in terms of market share and competitive rivalry. Now cruise industry is one of the most competitive across all.

Example of weaknesses that Carnival Corporation & plc has is their safety record. In early 2012, the Costa Concordia struck off the coast of Isola del Giglio, Italy. In 2013, Carnival Cruise Line’s Triumph reported a fire, which left the ship adrift in the Gulf of Mexico (Carnival Corporation & plc SWOT Analysis, 2016). Among the other cruises, Carnival Cruise Lines have notably been the worse. In 2009, the Center for Disease Control tracked all major outbreaks, about 56% on Carnival cruise lines compared to a 48% average market share from 2009-2011. The company is also accounted for worse safety record for persons lost at sea. Since 2000, about 179 disappearances happened with Carnival Cruise Line alone (Levin , B., Jones, J., & Slade, T., 2012).

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Cunard is facing a problem as to whether their marketing efforts should go towards tactical promotions or if they should be applied to marketing the overall brand while facing the effects of a recession.

In general, the level of competition in an industry increases with the number of firms in the industry. If all firms in an industry are small in size, relative to the size of the industry, it is a fragmented industry. If a small number of firms controls a large share of the industry’s output or sales, it is a consolidated industry.

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For most companies, identifying what a learning organization should be and actually becoming one is tricky at best, impossible at worst. One way that manager's and companies can promote the concept of being a learning organization is to assess whether the company is in need of a short-term fix or whether it is more focused on long-term results. Organizational learning is a long-term activity that will build competitive advantage over time and requires sustained management attention, commitment, and effort. Learning organizations maximize their competitive positions during strong economic times and they prudently train their employees and prepare for change even in turbulent times. As a result, learning organizations and learning

Ever since mankind has evolved, it has been seen that people are motivated to learn from one another. There have been groups of people who can go on to learn from the people they interact with and with their teachers as well. However, some argue that large corporatizations have killed that instinct and impeded humans from learning and interacting with one another. (Bartlett and Ghoshal, 1994, pg 34) The companies are working on extracting knowledge from the people instead of giving them something new to learn. MacFarlane however went on to do the opposite and made use of all the skills that were taught to him during the experience. That is to say that MacFarlane reversed the whole short term static efficiency norm and went on gain information from the company he used to work with.

One of the rapid producing leisure industry divisions, the cruise industry faces several challenges. Whereas supply continues to rise at double-digit levels, demand battles to keep speed. Known the demands on communications and the jeopardy of an eroding on-shore practice, less port are in a location to provide accommodation the cruise lines as supply grows. At the similar time, the community sector's inspection of manufacturing practices associated to the surroundings, duty, safety, protection and work increases. Regardless of these confronts, numerous cruise lines report record levels of productivity. This analysis will calculate the leisure-cruise

The cruise-line industry has changed drastically over the past several years. What was once thought of as a luxury to most people, is now affordable and convenient. The industry now focuses on targeting the working middle class, as well as the upper class. One cruise-line in particular, Carnival, has mastered the informal cruise for the mass market. Carnival offers numerous cruises that are inexpensive and exciting. Nevertheless, Carnival operates internationally with shipyards and ports all over the world. Being an international business, Carnival is affected by many global forces, both controllable and uncontrollable. In order to maintain the corporation’s success, Carnival must be aware of all global forces while

In 1972, Carnival Cruise Lines (CCL) was found by entrepreneur Ted Arison. Mr. Arison’s vision involved making cruising, a vacation experience once reserved for the rich, available to the all individuals. Carinal Cruise Lines achieved the ability to carry more passengers than any other cruise line, which lead to Carnival becoming the largest cruise line in the world. By 1987, Carnival Cruise Lines earned the distinction, “The Most Popular Cruise Line in the World.”

209AMG Tourism Marketing 1 Cruise Marketing Strategies of Carnival Cruise Lines and Thomas TUI Monisha Chauhan 3093632

Carnival Cruise Lines is the largest cruise company in North America and carries more than 60,000 passengers a week. The Carnival experience is the standard against what past cruisers judge their later cruise experiences. Carnival has captured the "fun" psychographic and has a strong reputation for an enjoyable, relaxed cruise. Furthermore, Carnival has a strong market expansion strategy for selling the mass-market cruise category and first-time cruisers. They have a clear vision and knowledge about the industry and a commitment to their brand essence, which is fun. Also, as an extension to their branding of the "fun" ships they are the low-price leaders. Because of their strong brand image they are able to achieve double-digit growth in