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Case_Analysis 7 - Case Analysis 7 Date 14 Jan 2011...

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Case Analysis 7 Date: 14 Jan, 2011 I .INTRODUCTION Royal Caribbean Cruises Ltd. (RCCL) was founded in 1969 by Edwin W. Stephan. It started out as a cruise-ship company for the Caribbean. In the years that ensued, it diversified it’s cruise operations to many other destinations. Headquartered at Miami, RCCL got listed on the New York Stock Exchange (NYSE) in 1993. With respect to the case study, till the year 2003, RCCL had 25 ships in operations and another 3 to be commissioned in 2004. The case study explores the various aspects of the use of Information Technology (IT) at RCCL, from its earliest avatar inside the organization to its modernization up till 2003. II .STRATEGIC POSITIONING The strategic positioning of RCCL is a combination of verity based, need based and access based positioning. This can be seen in the following analysis. Variety based positioning : RCCL, being the number two in the cruise-line industry, offers cruises based on customer segmentation. Under its two brands,
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