real time information and being too informative about the incident without applying the SCCT methodology first. Unfortunate things happen and all the past incidents the cruise line went though are completely normal. It is not possible to prevent bad things from happening but how a company responds to it makes a big difference.Identify the root problem componentsThe major root cause of Carnival Cruise Line’s issues is a lack of emergency training andproblem resolution during a disaster and post incident response. They were also very inconsistenton how they responded to the different incidents portraying uncertainties within their organization. Carnival’s staff seems to be poorly trained in how to handle emergency situations that will arise due to the nature of their business. Their crises management procedures and real time updates via social media placed them in a precarious situation when it comes to liability andaccepting fault which can lead to costly legal ramifications.
CARNIVAL CRUISE LINE CASE STUDYMarketing Mix (5 P’s)ProductCarnival Cruise Lines offers 3 to 24 days leisure cruises, departing from every coast in the US, as well as Canada, Puerto Rico and Barbados featuring day and nighttime entertainmentssuch as musical performances, stage shows, nightclubs, deck parties, shore excursions, casino and water slides while at sea or ashore. PriceThey have a very affordable price, ranging anywhere from $149 per person up to $1609 depending on the destination, accommodations and length of the cruise. The cruise ticket price includes: Meals and drinks, some snacks, all the amenities and entertainment are included in their price. Shore excisions, casinos, laundry, gift shop, specialty restaurants and liquor are paid apart from the ticket.PlaceCarnival Cruise Line headquarters is located in Miami, Florida. Their cruises destinationsinclude: Caribbean, Mexico, Alaska, The Bahamas, Cuba, Europe, Hawaii and the Far East.PromotionThey spare no expenses in promoting their business. They use a variety of channels to promote their cruises, ads on television, radios, tweeter, partnership with websites like cruises.com, priceline.com to reach more customers along with tweeter and Facebook. They alsohave a loyalty program called VIFP Club. Start with things like members-only promotions. Then when you sail, you'll start picking up benefits like collectible Carnival items, invites to members-only cocktail receptions, priority boarding and more (Carnival Cruise Line, 2019).
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- Fall '15
- Carnival Cruise Lines, cruise line, Holland America Line, Cruise lines , Case Study Social Media