Carnival Cruise Line Essay

2679 Words Feb 27th, 2013 11 Pages

A Case Analysis Presented to the Faculty of College of Hospitality & Institutional Management of Our Lady of Fatima University
In a Partial Fulfillment of the Requirements for the course
Hospitality Organizational Management (HRMPS 15)
Submitted by:
Zoila S. Pagaacita
Submitted to:
Mr. Marc Gerald Pajela
Submitted on:
February 17, 2013

PART I. THE ISSUE The main issue of the case is how the Carnival Cruise Line can improve their “Fun Ship” strategy without losing its original meaning. They are having difficulties on how can they innovate some of their facilities aboard the ship and their services to proved to their competitors and the industry that
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The merger with P&O Princess Cruises included some of the most recognizable brands in ocean-going travel – premium brand Princess Cruises, which gained worldwide acclaim from the hit television series, “The Love Boat”; P&O Cruises, an esteemed British cruise operator; contemporary brand P&O Cruises Australia, the country’s largest cruise operator; AIDA Cruises, Germany’s number one cruise company; Ocean Village, a contemporary United Kingdom operator catering to a younger, active clientele; and Swan Hellenic, a premium United Kingdom brand offering a distinctive and refined cruise experience.

Carnival’s unprecedented rise to the world’s largest cruise operator can be attributed to its ability to manage brand autonomy, with each major cruise line maintaining separate sales, marketing and reservation offices, as well as through the industry’s most aggressive shipbuilding program.

After achieving its position as "The World’s Most Popular Cruise Line", in 1987 Carnival made an initial public offering of 20 percent of its common stock which provided the initial influx of capital that allowed the company to begin expanding through acquisition.

Over the years, Carnival has acquired representation in virtually every market segment of the cruise industry,

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