through travel agents it leaves Carnival with minimal control in this category.-Media: How the media views and exploits Carnival will have an impact on its company’s image. An example of this is Costa Concordia incident on January 13, 2012, after the news of this incident was relayed to the public by media the bookings percentages dropped and reached an all-time low. -Entry and Exit: This is based on the risk of new competitors entering the market, and due to the fact that the expense to enter the cruising line market is so high this does not present a very high risk to Carnival.
How It WorksCarnival Corporation has distinguished itself as the best operator within its industry and holds the title for the world largest cruise ship company. Carnival cruise destinations include places such as the Caribbean, Bahamas, Mexico, Europe, Alaska, Canada, New England, Hawaii, South America, Panama Canal, Bermuda, Tahiti, and Fiji. Carnival cruises offer many different specialty packages to its customers that allow for great deals and the experience of a life time. Many activities are offered on board during the cruise that includes entertainment shows, youth programs, fitness centers, casinos, and more! The shelter that you are provided, food (not including specialty locations), and the entertainment shows and activities are included in your ticket fare. Things such as alcohol, spa or beauty treatments, adventures that take place off the sip, and things of that sort are not included within the ticket price. Carnival cruises are a great get away for people off all ages due to the countless activities it has to offer that accommodates too many different age groups.
Brand Positioning-Carnival positions itself as the most recognized cruise line in the world with brands that include: Princess, Holland America, Seaborn, Cunard, Aida, Costa, Ibero & P&O.-Carnival provides service for 85 percent of cruise line passengers. They cater to a broad range of customers want to provide a luxury cruising experience for every taste and target market.-Offer different types of cruises that accommodate for price preference, for example:The original Carnival brand offers cruises that are shorter and less expensive while the Princess brand offers cruises that are longer, more luxurious, and ultimately more expensive.-Incorporated a new brand advertising program called the “Fun Director”- “The ‘Fun Director’ campaign uses humor to convey the unique experiences and exceptionally fun nature of a Carnival cruise vacation through a spokesperson we believe viewers will connect with and thoroughly enjoy.”
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Target MarketCarnival Cruise lines target audience is very wide spread, heavily trying to accomplish a cruise that appeals to everyone. The target market includes couples, honeymooners, families and friends, offering an exceptional vacation package with activities that are accomatable to people of all ages that is affordable to middle-income customers.