This website uses cookies to ensure you have the best experience. Learn more

Carnival Harvard Case Essay

1537 words - 7 pages

Alicia Trezza
Zak Jones

Carnival Cruise Lines
1. Conduct a SWOT analysis for Carnival: what are its strengths, weaknesses, opportunities and threats? In doing so, please evaluate its major competitors.
Strengths
- Carnival has 75 ships in its fleet and is continuing to brand the company as the “fun ships”
- There are large barriers of entry into the cruise businesses. Ships are extremely costly and time consuming to build.
- Carnival cruises provide a vacation that includes all activities, food, beverages and transportation to multiple destinations in one low price, appealing the budget friendly cruisers.
- Carnival builds it ships specifically for entertainment and fun, the most ...view middle of the document...

-
Opportunities
- The cruise industry is growing. More and more people are looking for all-inclusive vacations that include several destinations. This fits Carnival’s marketing strategy of mass marketing to first-time cruisers.
- With Carnivals vast network, there is ample opportunity for Carnival to develop new cruise courses to appeal to more vacationers.
- Opportunity to build relationships with customers while providing them with fun vacations. Can use this to build a CRM database.
- Carnival has millions of customers in their database. This gives them the opportunity to build a direct marketing campaign aimed at getting repeat customers. Vacationers who have cruised with Carnival before spend less time speaking with customer service and are more likely to buy upgraded packages, increasing revenue.
Threats
- Carnival cruises’ operations can be threatened by weather, the economy, terrorist and piracy attacks and new broadcasts of cruise ship accidents and problems, regardless of which cruise line.
- Competition is fierce. While entrants are limited, there are 10 major brands serving the North American market.
- Old misperceptions of a low end, poorly run cruise line still linger. Carnival has changed and updated their fleet but many cruisers still shy away from Carnival because of their experiences over a decade ago

2. How did management build Carnival into the dominant brand in the industry?
Management built Carnival into the dominant brand in the industry by branding it as the “fun ship” line. Vacationers are looking for fun trips to give them a break from reality. Additionally, there is a growing trend for more diverse trips. Carnival was able to build on this using their value proposition, described in greater detail in question number 3.

Since customer loyalty throughout the industry is low, Carnival focuses on appealing to first-time cruisers. They use an acquisition strategy, gaining new customers to fill each ship. The company even provides short trips, allowing first timers to test the waters. With a variety of activities from rock climbing, pools, and casinos, Carnival trips have activities for everyone. Additionally, Carnival recognized the shift in cruise demographics from the start. In the 1970s, cruisers were generally older, however, there was a growing trend of young singles and young families taking cruises. Carnival developed cruises from the start with these new customers in mind.

3. In a succinct manner, state Carnival's value proposition?
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.

Each brand under the Carnival umbrella remained independent,...

Other Papers Like Carnival Harvard Case

Jail Responsibilities Essay

589 words - 3 pages Jail Responsibilities Monique Priorello September 23, 2012 One of the main responsibilities of a jail is to give the officers the correct “Police Correspondence” courses. This is because these courses give the officers the effective basic training that they need to do things such as; Writing of Memoranda, Police Reports, and Civilian Letters. What needs to be done first is make sure that there are NO errors. This means in

Mgt330 Essay

638 words - 3 pages experience for the people who visit the stores and make perfect beverages. Within this paper I will - 2 - [no notes on this page]discuss and answer the four questions asked from the case student in Chapter three about Starbuck’s structure. The job description that I choose to explain is that of a Baristas. As a Baristas, a person will be the face of the company being that they are the first person seen when customers walk in. Delivering great

Fight Club

917 words - 4 pages Fight Club is a story of the narrator’s struggle to gain control over his life. He is in search for an identity in the form of manhood. His masculinity is so repressed because of the absence of a father figure in his life. Because of this he creates Tyler, his alternate personality. Tyler is nothing like anyone the narrator has met, he is self assured and completely free. The narrators alternate personality Tyler Durden is the ultimate alpha-male

The Powers Of The Health And Safety Representative

254 words - 2 pages The Powers of the Health and Safety Representative A health and safety representative has the power to: Identify Workplace Hazards The health and safety representative has the power to identify workplace hazards. This power is usually exercised by conducting workplace inspections. Obtain Information from the Employer The health and safety representative is entitled to the same information available to a joint committee member. Under the Act

Lesson Plan

6476 words - 26 pages QWERTYUIOP by Vivien Alcock Table of Contents Introduction About Short Stories The Writer Synopsis Elements Activities Beyond The Text Assessment Answer Key Glossary Panel of Writers [pic] SHORT STORY Welcome to the World of Literature and to Short Stories! We hope you will enjoy working with this guidebook, which has been specially designed to help you prepare your students enjoy the Literature

Management

1227 words - 5 pages Coca-Cola Global Business and Marketing Strategy Introduction As domestic markets mature, it is becoming more and more fashionable for organisations to seek growth through opportunities in foreign countries. Faster communication, new technologies and improved transport links are making international markets more accessible and businesses pursuing a global position can experience an upsurge in brand awareness and cost effectiveness. Global

Facing Poverty With A Rich Girl's Habit

783 words - 4 pages Facing poverty with a rich girl’s habit Adele Strader Professor Chryst English Composition October 22, 2012 Facing poverty with a rich girl’s habit was written by Suki Kim and published in the New York Times on November 21, 2004. The most important point that Suki want to make was that (1) what we have in life can be taken away in an instant (2) do not go bankrupt in South Korea (3) that a person must adapt and endure

3-4-50 Paper

572 words - 3 pages -4-50 paperLack of exercise is a key contributor to disease and death among many people in the United States, regardless of age. It is a well-known fact that exercise results in a healthier lifestyle. Along with tobacco use and poor nutrition, lack of exercise is one of the main issues that people have which leads to high blood pressure, obesity, and other serious health problems. According to a study by UCSD School of Medicine and SDSU

Capitalism

836 words - 4 pages Miguel Beatrice Capitalism is an economic system in which private individuals and business firms carry out production and exchange of goods and services through complex transactions involved in prices and markets. By extension called capitalist higher social class of this economic system ("bourgeoisie"), or to the common form would the individual interests of capital owners in both companies, shareholders and patterns, also called capitalism

Sociology

1177 words - 5 pages Homelessness in America Homelessness in America is a social problem that we are faced with on a daily basis. Despite the vast number of research done by Americans on homelessness, little is still known about the effect that it has on our society. The overall image that emerges from the effects of homeless people

Mental Health Community Service Essay

509 words - 3 pages Ladesca Smith Nursing 162 Community Volunteer Service Assignment Why you chose this agency? I chose this Sharing God’s Love, because I was interested in what kind of services they provide. I also wanted to know if there was any help out there for the people in need with mental illnesses. I also had lots of my kid’s old clothing that I needed to get rid of, so I donated it to them. Describe the population the agency serves. The

Related Essays

Lafarge S.A Essay

2924 words - 12 pages NAME: IHEKANANDU KINGSLEY N. COURSE: MGMT 292 / F12 N01 TITLE: INDIVIDUAL CASE STUDY (LAFARGE S.A.) SUBMITTED: October 5, 2012 TABLE OF CONTENTS 2. INTRODUCTION 3 3. DESCRIPTION OF CASE 4 4. VALUES 4 4.1. Types of values 4 5. TEAMWORK 7 6. MOTIVATION 8 7. CREATIVITY 9 7.1. Components of creativity 9 8. CONCLUSION 12 9. BIBLIOGRAPHY 13 INTRODUCTION This report aims to provide an in-depth analysis of initiatives pursued by Lafarge as

Finance Essay

665 words - 3 pages Financial statements are the most common tool used for making business decisions. They consist of the balance sheet, income statement and statement of cash flows. The analysis tools used affect all aspects of a company not just a few. A systematic review of the resources a company used to achieve its mission is cost control. Cash flow should be kept at necessary levels for operations is one of the major benefits of cost control. It is a very

Analysis Of Operation Blue Star And Its Effects On The Gandhi Dynasty

934 words - 4 pages The period of time including and following Operation Blue star is considered a dark time in India and black spot in Indian history. It is a time Indian would rather forget, yet still to this day debate about. Was Indihar Gandhi correct in instating operation Blue Star, inflicting damage to the Golden temple, and being responsible for the killing of anywhere from 492 (official reports) to 1500 (estimates run as high as) civilians, which lead to an

Regretful Decisions Essay

930 words - 4 pages Regretful Decisions There are many individuals in a child’s life that helps mold them into a well-rounded adult. In most cases, this guidance comes from the child’s parents or other older, but in Sonny’s case, this guidance was expected from his older brother. In the short narrative, Sonny’s Blues, Sonny’s life was adversely affected by the decisions that his older brother made. The decisions that his brother made include leaving Sonny to