Over the years, Carnival has acquired representation in virtually every market segment of the cruise industry, including premium operator Holland America Line in 1989 (the purchase included niche operator Windstar Cruises and Alaskan/Canadian tour operator Holland America Tours); luxury brand Seabourn in 1992; Genoa, Italy-based contemporary brand Costa Cruises, Europe’s number one cruise operator, in 1997; and venerable premium/luxury operator Cunard Line in 1998, which built the world’s largest ocean liner, the 150,000-ton Queen Mary 2. In April 2003, agreements were finalized to combine Carnival Corporation with P&O Princess Cruises plc, creating the world’s first global cruise operator encompassing 12 highly recognizable brands and making the new company one of the largest leisure travel companies in the world. The merger with P&O Princess Cruises included some of the most recognizable brands in ocean- going travel – premium brand Princess Cruises, which gained worldwide acclaim from the hit television series, “The Love Boat”; P&O Cruises, an esteemed British cruise operator; contemporary brand P&O Cruises Australia, the country’s largest cruise operator; AIDA Cruises, Germany’s number one cruise company; Ocean Village, a contemporary United Kingdom operator catering to a younger, active clientele; and Swan Hellenic, a premium United Kingdom brand offering a distinctive and refined cruise experience. Carnival’s unprecedented rise to the world’s largest cruise operator can be attributed to its ability to manage brand autonomy, with each major cruise line maintaining separate sales, marketing and reservation offices, as well as through the industry’s most aggressive shipbuilding program. Mission Statement Together, we deliver joyful vacation experiences and breakthrough shareholder returns by exceeding guest expectations and leveraging our industry-leading scale. Vision 4
Carnival Corporation & Plc’s vision it to empower and enable Carnival Corporation & Plc employees to deliver the best vacation experience for Carnival Corporation & Plc guests, thereby generating superior returns for Carnical Corporation & Plc shareholders and enhancing the well- being of Carnival Corporation & Plc. SWOT Analysis for Carnival Corporation Strengths Carnival is one of the world’s largest cruise operators, has a large fleet capacity and operates under 11 of the most recognizable cruise brand names. Their portfolio of brand names appeals to almost every niche market , from budget minded , contemporary to luxury cruises. 5
Carnival’s biggest strength is its huge scale and scope as well as dominant market share. It is twice as large as its biggest competitor and competes in nearly every market and segment worldwide. This gives Carnival tremendous power over the cruise industry as a whole.
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- Fall '19
- Carnival Cruise Lines, Cruise ship, Holland America Line, Cruise lines, Carnival Corporation and PLC