Papers on "Carnival Cruise Lines" and similar term paper topics
Paper #099452 ::
Carnival Cruise Lines
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This paper evaluates the Carnival Cruise Lines company.
Written in 2007; 875 words; 4 sources; MLA;
$ 31.95
Paper Summary:
The paper looks at the key success factors of Carnival Cruise Lines. The paper discusses their comparative advantage of sales and marketing benefits it maintains with its numerous sister companies. The paper provides a customer/market analysis and relates that for future growth, Carnival must identify further segmentation strategies that will allow them to market directly to more defined sub-populations.
Outline:
Market Overview
Key Success Factors
Comparative Advantages
Customer/Market Analysis
Primary Segmentation
From the Paper:
"Carnival Cruise Lines has branded itself as the "fun" cruise line where fun is the main priority and the amenities are second. During Carnival's inaugural voyage at its founding, its converted transatlantic liner ran aground on a sand bar. It was due to this mishap that the management gave everybody free drinks. The observation was that everybody had "fun" and thus, began Carnival's legacy of the "Fun Ships" ("Power"). Carnival never wavered from its commitment to its brand and expanding its brand equity. Based on Carnival's research most people go on vacation to have fun. Having this information influenced its designing of their ships. Carnival clearly spends more money on asthetics then comfort, spending 25% - 30% less on beds than their competitors. Carnival feels that spending this amount on the bells and whistles offered a better return on investment (ROI)."
Tags:
markets brand segmentation strategies sales marketing
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