Carnival Cruise Line Case Assignment MBA 635: Marketing and News Strategy Bellevue University Professor Ann Marie Johnson August 2nd, 2015 MARINA BURSON
2 Carnival Cruise Line Case Recap Carnival Cruise Line is considered the largest cruise line available, with 102 ships with an affordable price tag. This cruise line is considered the ‘fun-ship’, family oriented, and perfect for those first time cruisers. Over the years, Carnival has suffered several mishaps; including fires, wrecks, pirate take over, and even deaths. Carnival is learning the hard way what should or should not be said or done in such tragedies. The media has played a huge role in how the public reacts to these events. Carnival Cruise Line has used Social Media to aggressively report situations as they are happening, with both positive and negative reactions. In order to better serve their customers; this company has made personnel changes between crisis, generous restitutions, and public apologies to their patrons. With their bad reputation growing, Carnival Cruise Line is trying to restore faith, bring back past cruisers, and attract new passengers, in order to continue to be the world’s largest and best cruise line. Problem Identification Once the world hears about accidents, person overboard, and missing people aboard a cruise ship, their attitude about that particular line becomes tainted. The problem using Social Media is the amount of people that see it and all the negative remarks that come with it. Keeping the public informed as things occur from the staff itself is a great way of staying ahead of the media; but the downfall to that is the perception the public will have concerning how the media itself reacts and reports to it. Accidents happen, especially with large vessels such as Carnival Cruise Line. How these catastrophes are handled by the staff and media can affect the reputation of the company and any future profit. Carnival Cruise Line has had many problems with their ships, their staff accountability and accidents occurring while at sea. Restitutions, apologies and crisis training (or the lack thereof) have attributed to the negative emotions from passengers.
3 Carnival Cruise Line Root Problem Components Carnival Cruise Line has had several incidents that have become big news. Virus outbreak, rape, and robberies have been among the many. One issue weighing heavy with these incidents is how they were handled by the staff and emergency personnel. The public felt more needed to be done during the crisis, and that management was irresponsible and mishandled the situations.
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- Fall '15
- Carnival Cruise Lines, cruise line, Holland America Line, carnival cruise line