According to Spalburg (2009), the strategy at Royal Caribbean entails a focus on buying newer ship models. This enables the company to popularize its image and enhance their brand recognition. The company also promotes their luxury line value. The company suffers the effect of its expensive trip travel costs which hurt their returns on investment (Spalburg 2009). Further, the company suffers from the effects of high fuel prices which impair the company’s profitability. The goal is driven by the primary objective to dominate the cruise industry. Norwegian Cruising Company strategy seeks to improve the company’s market presence from its current 8% share (Cassidy et al. n.d.). With its 13 ships, the company experiences easy management. Its demographic dominance is growing in parts of Europe, Alaska, Hawaii, and North America (Huffington Post 2016). The major drawback suffered by the company is its mix of both old and new ships which demand frequent repair and renovation. The old ships negatively affect the company’s
brand recognition. However, as Cassidy et al. (n.d.) argue, the company is unique with its attributes including restaurant varieties, casual dining, and Las Vegas shows. These are the latest trends in the cruising industry. References Carnival Corporation & PLC, 2017. 2016 Annual Report. pp. 1-80. Cassidy, S., O'Hagan, K., Keith, A. & Geier, F., n.d.. Cruise Ship Industry. pp. 1-50. Dickinson, B., & Vladimir, A. (2008). Selling the sea: an inside look at the cruise industry . Hoboken, N.J., Wiley. Huffington Post. (2016). Cruises To Cuba Are On The Way From Royal Caribbean And Norwegian. The Huffington Post. 2016-12. Levin, B., Jones, J. & Slade, T., 2012. Carnival Corporation Strategy Report. Griffin Consulting Group, pp. 1-43. Mondal, K., 2016. Strategy Evaluation of Carnival corporation-plc. [Online] Available at: - corporationplc [Accessed 7 February 2018]. Spalburg, J., 2009. Cruise Market Study. VIP Consulting Group PTP, pp. 1-94.
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- International Economics, Carnival Cruise Lines, Cruise ship, Holland America Line, Carnival, Carnival Corporation & PLC