Royal Caribbean Cruise Line LTD Essay

987 Words 4 Pages
Introduction:

In 1968, Royal Caribbean Cruise Line was founded with one ship. Over the next twenty-five years RCCL has expanded its fleet to 29 ships, with 2 more ships being built. RCCL has made its way in the cruise industry as one of the top three cruise lines. Over the past 5-7 years RCCL has experienced some problems with the external environment. These and other factors have placed RCCL in a situation of future organizational uncertainty. The time of this case is 2004.

Current Mission, Goals, & Strategy:

RCCL markets 3-17 day cruise vacations to over 160 destinations. Their current #1 goal is to provide the highest level of service and the best vacation experience on land and sea. RCCL is currently engaged in a
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Research and Development:

RCCL has continued to grow and succeed in a tough market place. Through the Capital Expansion Program RCCL will be driving revenue growth through the purchase of new and larger ships. These will be the largest ships in service. The increase in its fleet size will also provide a larger revenue base to absorb marketing, selling, and administrative expenses.

Information Systems:

RCCL has kept up with the changes, and advancements in technology. They have the convenience of website booking, which includes all the boarding papers. This is a huge advantage to its potential passengers. RCCL has implemented software that enables them to manage their operations more efficiently. RCCL knows that the majority of their bookings come from travel agencies, so they created “CruiseMatch 2000”. This gives travel agents direct access into to RCCL’s reservation system.


In summary the company is not in the ideal financial situation, but RCCL has continued to do well and maintain their leadership in the cruise industry. This has been done through their keen management decisions, their risky, but beneficial research & development moves and their continuous technological growth.


External Analysis:

RCCL appears to be competing in a MODERATE environment as indicated by the EFEM score of 2.45.

Economic:

The impact…