CARNIVAL CORPORATION-2007 STRATEGIC MANAGEMENT CASE STUDY PRESENTATION Group Members Hammad Haider Ibthal Ahmed Muhammad Naeem Sohaib Ahmed Lahore School of Economics Presented to Saba Rana
CARNIVAL CORPORATION-2007 INTRODUCTION AND INTERNAL ASSESSMENT Carnival corportaion is a British-American owned cruise line, based in the Doral suburb of Miami, Florida in the United States. Originally an independent company founded in 1972 by Ted Arison, the company is now one of eleven cruise ship brands owned and operated by Carnival Corporation & plc. The company has the largest fleet in the group, with twenty three vessels currently in operation. Executive control of the company is provided by the North American division of Carnival Corporation, headquartered in Doral, Florida Carnival was a pioneer in the concept of shorter, less expensive cruises. Its ships are known for their Las Vegas-style decor and entertainment. The line calls its ships The Fun Ships, and there are a wide range of activities offered on board. Its trademark is the funnel, which is red, white and blue and shaped like a whale's tail. The mascot for Carnival is "Fun Ship Freddy", a character in the shape of Carnival's distinctive funnel. In 1996 the Carnival Destiny of 101,000 gross tons became the largest passenger ship in the world at the time. In 2004, Carnival Corporation ordered for a development program for Carnival's new ships, which was called the Pinnacle Project, which calls for a 200,000-GT prototype, which would have been the world's largest cruise ship. As of 2009, the latest and largest ship in the Carnival fleet is the Carnival Dream, a new 128,000 gross ton ship. The Carnival Dream entered service on 21 September 2009. After several voyages in the Mediterranean she is set to offer weekly Caribbean cruises from Port Canaveral from 5 December 2009. A sister ship, the Carnival Magic, debuted on May 1, 2011. On December 1, 2009 it was announced that Carnival placed an order for a third Dream-class vessel. It will enter service in June 2012 and will be homeported in Miami.On May 10, 2010, Carnival selected a name for their new Dream-class vessel in 2012; the Carnival Breeze. Mission Statement: ”Our mission is to deliver exceptional vacation experiences through the world’s best known cruise brands that cater to a variety of different lifestyles and budgets, all at and outstanding value unrivaled on land and or at sea”
CARNIVAL CORPORATION-2007 Strengths: Large ship fleet Highest market share Financially strong, high profits High customer satisfaction Weaknesses: Majority of the revenue comes from US customers, subject to uncertainty Over dependence on travel agents Lack of market development towards Asia Inability to dispose of gray and black water properly IFE Matrix: Strengths Weights Rating Score Large ship fleet 0.15 3 0.45 Highest market share 0.2 4 0.8 Financially strong, high profits 0.15 3 0.45 High customer satisfaction 0.2 4 0.8 Weaknesses Majority of revenues coming only from US 0.1 2 0.2 Overdependence on travel agents 0.05 2 0.1
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