Digital-Marketing-Tools-and-Techniques-finished-updated-Draft-4_1515775479.doc - Digital Marketing Tools and Techniques Project 1 Carnival UK 1 Table of

Digital-Marketing-Tools-and-Techniques-finished-updated-Draft-4_1515775479.doc

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Digital Marketing Tools and Techniques Project 1 - Carnival UK 1
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Table of Contents Objectives ............................................................................................................................................ 3 About the Company – Carnival UK .................................................................................................. 4 Carnival Corporation’s Mission: .................................................................................................... 5 Carnival Corporation’s Brand Portfolio: ........................................................................................ 5 Carnival Corporation’s Timeline: ................................................................................................... 6 Marketing Environmental Analysis .................................................................................................... 6 a. PESTLE Analysis .................................................................................................................... 6 1. Political: ................................................................................................................................ 6 2. Economic: ............................................................................................................................ 7 3. Social: ................................................................................................................................... 7 4. Technological: ...................................................................................................................... 7 5. Legal: .................................................................................................................................... 8 6. Environmental: ..................................................................................................................... 8 b. Competitor Analysis ................................................................................................................ 8 c. Brand Positioning: ................................................................................................................... 9 d. External Environment SWOT Analysis: .............................................................................. 10 Service Opportunity for Carnival Corporation ............................................................................... 11 Findings from the Primary Research .......................................................................................... 11 Recommendations ............................................................................................................................ 13 Budget/Costs ..................................................................................................................................... 16 Forecasting Revenue/Profitability ................................................................................................... 17 Calculating Customer Lifetime Value for Carnival Corporation ............................................... 18 Conclusion ......................................................................................................................................... 18 Appendix ............................................................................................................................................ 20 References ........................................................................................................................................ 23 2
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Introduction The report and its findings are focused on Carnival UK, which is an operating division of Carnival Corporation & plc based in United Kingdom. The company is recognized as a cruise company worldwide as well as one of the largest vacation companies in the world. It offers an extensive portfolio of leading brands catering to differing customer needs related to vacations as well as leisure (Carnival Cruise Line, 2018). It explores Carnival UK’s existing approach to complaint resolution along with identifying how it impacts customer perception, the willingness of customers to recommend the company to others, repeat purchases and lifetime value impact. It also incorporates a detailed marketing environmental analysis for Carnival UK discussing the external influences in the environment impacting the company’s business followed by a market opportunity discussion, which suggests service opportunities available to the company with respect to complaint resolution issue. The report further discusses in detail the prevailing issues faced by customers of Carnival UK and suggests implementable recommendations along with assessing its impact financially and analytically. Objectives The objectives of this report are explained as below: Carnival Corporation’s area of focus has also been to provide its customers exemplary services by ensuring that their complaints are resolved and handled efficiently in a professional manner, which in turn will contribute significantly to increased levels of customer satisfaction. Hence, the objective of this report is to analyse Carnival’s current approach to complaint resolution along with gauging customers satisfaction levels with respect to the services received. The objective of this report is also to highlight the potential opportunities present for the company in the external environment. It focuses on understanding the external environment currently faced by the company in terms of competition from other players, market demand, as well as issues related to the industry.
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  • Spring '08
  • stauble
  • Marketing, Carnival Cruise Lines, Cruise ship, Holland America Line, Cruise lines, Carnival Corporation & PLC, Princess Cruises

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