Carnival Cruises Case Study

Carnival Cruises Case Study - Carnival Cruises Case Study...

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Carnival Cruises Case Study The history of Carnival Corporation begins in 1972, when Ted Arison set up Carnival Cruise Lines as a subsidiary of American International Travel Agency. The first ship ran aground, but Arison remained steadfast in achieving his vision of a cruise line that offers affordable holiday packages to middle-income consumers. In 1977, Carnival had three ships, and ten years later, as the industry leader, the company went public. In early 1990, Carnival began to diversify into land-based entertainment, thus changing its name to Carnival Corp. The company is the world's No. 1 cruise operator with about one third of the market. Carnival Corporation is comprised of Carnival Cruise Lines, the largest cruise line based on passengers carried, Holland America Line, Windstar Cruises and Seabourn Cruise Line. It owns 25 cruise ships that serve customers worldwide and has 6 new ships under construction (EXHIBT 1). It basically has three market segments: Premium Contemporary and luxurious. Carnival also operates 14 hotels in Alaska and Canada and Holland America Westours runs, which sells tours. Carnival has a 29.5% stake in Airtours, one of the operators in the United Kingdom, the largest travel, and is bidding for control of the cruise line NCL. CEO Micky Arison and his family control of Carnival. Carnival was able to increase profits through the acquisition of Holland America Line in 1988 and consequently Carnival cruise lines expanded to a broader market, however Carnival experienced a loss of $ 135 million for the elimination of the Crystal Palace Resort & Casino in 1991. The company's current strategy is to attract more cruise ships and cruise back to repeat the different segments by offering different types of packages. These differences include the choice of shorter or longer cruises, a low to moderate prices for cruises affordable for the middle class and luxury cruises and for classes. As part of the plan of the company, Carnival is "going global" through a joint venture with Hyundai Merchant Marine in the Asian market. Strengths Strategy focused on the Carnival "Fun Ship" concept, beginning with the Mardi Gras, aimed at people of all ages. In recent years the driving force behind why a person needs to take a vacation has changed. Today, tourists looking to get away from everyday stress, and opt for a cruise to relieve stress. Carnival is considered the leader of the cruise industry, and in recent years, Carnival has
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  • Winter '09
  • Carnival Cruise Lines, Cruise ship, cruise line, Holland America Line, Carnival, Carnival Corporation & PLC

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Carnival Cruises Case Study - Carnival Cruises Case Study...

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