2Garvey, KyleIntroduction: Despite being the world’s largest operating cruise line, Carnival has endured its share of trials and tribulations, which ended in disaster and, at one point, gave the company a bad reputation. After certain incidents occurred, Carnival’s cruise ships became viewed as dangerous and risky. When a company’s reputation is damaged, it is important for the company’s management team toenforce new and improved strategies to better the business. This is why Carnival’s marketing skills have been reexamined to rebuild Carnival’s reputation and revenue. Overview: Carnival Corporation was established in 1972. In the 1990s, Carnival had obtained an impressive number of cruise operators and merged with P&O in the early 2000s. Today Carnival manages multiple famous cruise lines such as Carnival Cruise Line, Princess Cruises, Holland America Line, Seabourn, Cunard, AIDA, Costa Cruise, P&O Cruises, P&O Australia and Fathom. Princess Cruises is their largest global cruise and tour business with 18 ships which can house up to 1700 passengers, and AIDA is the German cruise market leader who is based out of the Mediterranean, Northern Europe, the Caribbean, the Arabian Gulf, and around the region of the Canary Islands. Together, these companies form the largest cruise industry in the world with an armada of over 100 ships serving more than 700 ports worldwide and exceeding 254,000 lower bays.Carnival Cruise Lines is regarded as the “Fun Ships” and pioneer in low-priced, family-oriented travel holidays in the cruise ship industry. Carnival has endured more lately than ever, its unusual share of mishaps. Beginning with the maiden voyage of Carnival’s first TSS Mardi Gras ship running aground on a sandbar, to the devastating Carnival Triumph engine room fire earlier this year that left the ship shipwrecked for five days in the Gulf of Mexico, disaster
3Garvey, Kylemanagement became an unexpected but recognizable phase of the world’s most extensive cruise line. Purpose of Research and Review of Literature:The largest accident was the Costa Concordia that went aground off Italy’s coast in January 2012. The ship was listing badly and partly sunk, leading many people to die and criticizing the behavior of the Captain and the crew. Over 4,000 passengers and staff were evacuated (Banks 2012), and the tragedy killed 32 people (Nadeau 2013). The second big accident in February 2013, was a fire in the Carnival Triumph engine room, causing the ship to lose momentum and abandon its floating in the Gulf of Mexico. While no accidents resulted, passengers reported deplorable conditions, including a 4-5 hour wait for food, no air conditioning, and toilets that were not functioning (Wilkinson, 2013).