CASE STUDY: CARNIVAL CRUISE LINE Kalista Pierce Dr. Brown MBA 635 Marketing and New Media Strategy October 22, 2017 Subtitles 1
1. Case Recap 2. Problem Identification 3. Identify the root problem components 4. Marketing mix (5 p’s) 5. Social Media: analyze the current social media 6. S.W.O.T. 7. Sound alternatives/Measurements and recommendations Case Recap 2
“Fun Ships” better known as Carnival cruise lines, are known as the low-priced family-oriented cruise vacations. Carnival cruise ships expedites to places across the sea and has been operating since 1972, coming across many calamities, but also seeming to overcome the disasters. Carnival cruise lines had experienced high-profile media issues. Crisis management had become a very familiar experience for the largest cruise ship. This has left lots of patrons nervous and unsure about rather to use this cruise line or not. Starting from March, 1972 through March 2013 there were many issues that came about, as Carnival had a mission to overview all the impacts, negative and positive, as well as determining if these were human caused errors, technical or mechanical failures, or just plain forces of nature. Each incident is handled is supreme to maintaining to constant travels of the new and already existing cruisers. Though these situations could be very tedious there are many formats and policies to follow as only helping them get through any disaster and understanding the liability that the company faces while dealing with certain calamities. The constant hazards and problems had become so popular and famous in the social media world. Becoming very huge in the social media era, carnival decided to make it clear that every situation at hand was being taken care of and handled as best as possible, with that being said the passengers and members were being put in their hands, as a liability. They made it clear to make the media aware of this because the one major incident that was a caused of 32 passengers death, it had only created a lot of concerns with the cruisers.
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- Summer '16
- Carnival Cruise Lines, Cruise ship, cruise line, Holland America Line