Case Study : The Crystal Harmony And High Quality Entertainment

This report will consider the appropriateness of the services offered in Jetstar for leisure travelers in its discussion, and will draw a conclusion on how certain concepts of these strategies can be utilized by managers at JS. Also, the interpretation of the different product strategies JS can implement. Lastly, the report will provide recommendations that could be implemented by JS for improvement to better understand the buyer’s characteristics.

* Travel agencies: Travel agencies have strong relationships with the cruise industry as they book around two thirds of their cruise. Although this percentage is declining due to the growth of consumer knowledge and technology the percentage of cruisers using travel agents is relatively strong. (UCLIA)

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

The problem for Celebrity Cruises was clear in they needed to define a clear positioning for its customers and figure out a way to keep the demand strong maintain market share and focus on specific customers in their target market. This meant Celebrity cruises had problems with their strategies and less importantly their operations. Celebrity needed to figure out a way to retain customs with different expectations within their target market whether or not they were initial cruisers, seasonal cruisers or frequent cruisers.

Carnival Corporation & plc. is a global company with over 100,000 employees that serve 5 million passengers a year. At the end of 2014 Carnival Corporation & plc. income earnings were $15,884,000 dollars. Tickets sales at $11,889,000 dollars. After paying salaries and other fees Carnival Corporation & plc. income came to $459,000 which is low considering that in 2012 and 2013 income was over $1,070,000 dollars for each year after deducting costs. (Financial Information) The total sales come for the different age demographics, so approximately 50 percent of the predictions for cruise come from the 25-39 age group followed by the 40-59 age group at about 39 percent and the 60 plus age group at 11 percent. (Cruise Demographics)

Silver Ship Company is currently facing a transition, and its owner/manager must decide what direction he would like to take the company and what role, if any, he would like to play in its future. In order to determine an appropriate and sustainable strategy for the future, it is immensely beneficial to look at the company and owner's past strategy and to determine how this strategy has served the company and whether it remains

Carnival is a leader in the cruise industry and it’s highly likely that the consumers would select this company; as it is also a branded company recognizable on the market it allow the process of word of mouth that lessen the power of the consumers from their self.

Carnival’s value proposition was to be a cheaper alternative to land vacations at all inclusive resorts while providing a variety of activities and destinations in one trip. Carnival was the “fun ship”, providing contemporary vacationing to first-time and repeat cruisers. Because customer retention is low, Carnival uses a more traditional style of marketing, focusing on the short-term customer.

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

The final uncontrollable force affecting the cruise line industry is competition (Montalvo, 2007). This is probably the least influential force since 91% of the cruise line industry is made up of three companies-Carnival, Royal Caribbean, and Star. These three organizations are world-famous and have developed the cruise concept to the point that there is a cruise that will fit just about every person’s destination dream and budget reality.

Carnival has a strong market expansion strategy for selling the mass-market cruise category and first-time cruisers. Furthermore, Carnival Cruise Lines are successful because they have a clear vision and a commitment to their brand essence,

During the recent economic contraction, the cruise industry has been continually changing with more carriers purchasing larger ships. This is part of an effort to offer better amenities when attracting upscale cliental. However, the industry has become more competitive and the total number of players has increased exponentially.

While the industry awards were important, the management knew Crystal’s success would come from the

The cruise industry has definitely evolved over the years to meet the changing demands and expectations of its passengers. The most important changes in the industry over the years are the introduction of shore excursions, new cruise routes and changes in the ships themselves. The first cruise ships offered few to no excursions while all the modern cruise lines offer over 100 excursions per cruise. These excursions can include participating in an actual boat race in Philipsburg, climbing waterfalls in Ocho Rios and scuba diving which is always very popular among passengers. They are designed to give the passengers a new and thrilling experience that they cannot attain at home. In the old days, the only cruise routes available were transatlantic and small European routes. The transatlantic route became unpopular in the 1960’s as air travel shortened travelling time from less than 20 hours by air versus four days by cruise. However, with the launch of newer,

The target market will be mixed. Some of the target market will consist of those who re in town temporarily, the tourist trade. By linking the cruise ship terminal with downtown Miami and South Beach, the water taxi will deliver a service that the average visitor finds