Carnival Cruise Case Analysis 1 Carnival Cruise Case Analysis Hailey Butterfield Bellevue University MBA 635
Carnival Cruise Case Analysis 2 Case Recap This case investigates the Carnival Cruise line and their string of incidents that occurred on the ship. Since the company’s first voyage in March of 1972, until 2014 when the case was written, there have been 8 major cruise ship malfunctions that had awful damage. The nature of these incidents included fires, partial sinking, and technical malfunctions that affected the generators and the speed of the ship (Bryce, 231). Along with that in the recent years, there have been incidences that were considered violent including a pirate attack, person overboard, missing person, death, virus outbreak, rape, collision, and robbery. Within April to June of 2019, there were 11 sexual assaults onboard the Carnival Cruise ships alone, 9 of which were passengers, and 2 were crew members (Cruise Line). All of these including the cruise ship malfunctions gave Carnival Cruise Line the challenge of how to handle these situations on social media. Since social media is such a big part of people’s everyday life, they get a lot of their opinions from the sites whether they are true or not. It is very important for companies like Carnival Cruise Line to maintain a positive image online no matter the situation they are going through. The case also includes a study that was conducted through the Carnival Cruise Line Facebook page which asked their followers about their awareness of certain incidents such as Costa Concordia and Carnival Triumph. They are also asked about their opinions on cruises and whether or not these incidents caused a change of opinion for them. From the 48 responses they received, the majority of them said they were aware of both of the incidents and 73% of responses said that these incidents influenced their opinion of cruises (Bryce, 235). With the majority of people getting their knowledge online mostly through social media platforms, this study shows that social media is a big influence on a customer’s opinion of Carnival Cruise Line. Problem Identification
Carnival Cruise Case Analysis 3 One of the biggest problems Carnival Cruise Line faces is their activity on social media. When you go to there Facebook page, what you will see on their company page is a lot of advertisements for activities on the boat, images of celebrities enjoying the cruise line, etc. What you don’t see is a lot of response to major incidences such as Costa Concordia. They have generic posts on their page sending their well wishes but nothing about what is going on and how they plan to solve this problem for the future. The one thing Carnival is worried about is their image online. They feel that if they post too much of a response or details about an incident then it will make them seem like a bad cruise line. However, what they don’t realize is that the people scrolling through these sites form opinions based on what they see, and if they leave the site with
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- Fall '15
- Carnival Cruise Lines, Cruise ship, cruise line, Holland America Line, Carnival Cruise Case Analysis