Cruise Industry

7658 Words Oct 25th, 2011 31 Pages
MBA 623 | North American Cruise Industry |

Table of Contents Executive Summary 2 Cruise Industry Overview 2 Market Overview and Structure 2 Industry and Customer Segments 5 Target Market Analysis 7 Carnival Cruise Lines 7 Target Market Analysis 7 Positioning Strategy 7 Royal Caribbean Cruise Lines 8 Target Market Analysis 8 Positioning Strategy 9 Norwegian Cruise Lines 9 Target Market Analysis 10 Positioning Strategy 10 Disney Cruise Lines 11 Target Market Analysis 11 Positioning Strategy 11 Business Opportunities 11 Appendix 1: Market and Customer Segmentation Figures 13 Appendix 2: Cruise Line Positioning and Target Marketing Selection Figures 16 Appendix 3: Perceptual Maps 18 Bibliography:
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This includes North American passengers (6% are from Canada) and foreign travelers departing from North American ports.
Market Overview and Structure
Market Overview
The cruise industry is the most exciting growth category in the entire leisure market. Since 1990, the industry has had an average annual passenger growth rate of 7.2% per annum. The cruise industry is young. From 1980 to 2009, over 176 million passengers have taken a deep-water cruise (2+ days). Of this number, 68% of the total passengers have been generated in the past 10 years. Forty percent of total passengers have been generated in the past five years alone. The cruise market potential is strong. Over the next three years, over 50 million North Americans indicate intent to cruise. To date, approximately 20% of the U.S. population previously cruised. By maintaining historical occupancy levels, the cruise industry will welcome over 14 million guests this year. The cruise product is incredibly diversified with literally a cruise vacation for everyone. Over the past 10 years, the industry has responded to extensive market and consumer research that has guided the addition of new destinations, new ship design concepts, new on-board/on-shore activities, new themes and new cruise lengths to reflect the changing vacation patterns of today’s market.13
The cruise industry’s product delivers unparalleled customer satisfaction. Whether a

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