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 UK1
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Table of ContentsObjectives............................................................................................................................................3About the Company – Carnival UK..................................................................................................4Carnival Corporation’s Mission:....................................................................................................5Carnival Corporation’s Brand Portfolio:........................................................................................5Carnival Corporation’s Timeline:...................................................................................................6Marketing Environmental Analysis....................................................................................................6a.PESTLE Analysis....................................................................................................................61.Political:................................................................................................................................62.Economic:............................................................................................................................73.Social:...................................................................................................................................74.Technological:......................................................................................................................75.Legal:....................................................................................................................................86.Environmental:.....................................................................................................................8b.Competitor Analysis................................................................................................................8c.Brand Positioning:...................................................................................................................9d.External Environment SWOT Analysis:..............................................................................10Service Opportunity for Carnival Corporation...............................................................................11Findings from the Primary Research..........................................................................................11Recommendations............................................................................................................................13Budget/Costs.....................................................................................................................................16Forecasting Revenue/Profitability...................................................................................................17Calculating Customer Lifetime Value for Carnival Corporation...............................................18Conclusion.........................................................................................................................................18Appendix............................................................................................................................................20References........................................................................................................................................232
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IntroductionThe report and its findings are focused on Carnival UK, which is an operatingdivision of Carnival Corporation & plc based in United Kingdom. The company isrecognized as a cruise company worldwide as well as one of the largest vacationcompanies in the world. It offers an extensive portfolio of leading brands catering todiffering customer needs related to vacations as well as leisure (Carnival CruiseLine, 2018). It explores Carnival UK’s existing approach to complaint resolutionalong with identifying how it impacts customer perception, the willingness ofcustomers to recommend the company to others, repeat purchases and lifetimevalue impact. It also incorporates a detailed marketing environmental analysis forCarnival UK discussing the external influences in the environment impacting thecompany’s business followed by a market opportunity discussion, which suggestsservice opportunities available to the company with respect to complaint resolutionissue. The report further discusses in detail the prevailing issues faced by customersof Carnival UK and suggests implementable recommendations along with assessingits impact financially and analytically.ObjectivesThe objectives of this report are explained as below:Carnival Corporation’s area of focus has also been to provide its customersexemplary services by ensuring that their complaints are resolved andhandled efficiently in a professional manner, which in turn will contributesignificantly to increased levels of customer satisfaction. Hence, the objectiveof this report is to analyse Carnival’s current approach to complaint resolutionalong with gauging customers satisfaction levels with respect to the servicesreceived.The objective of this report is also to highlight the potential opportunitiespresent for the company in the external environment. It focuses onunderstanding the external environment currently faced by the company interms of competition from other players, market demand, as well as issuesrelated to the industry.
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