clients and, therefore, optimizing the occupancy, the market share, and the brand reputation. Promotion: Carnival identifies its image as the fun cruise vacation company. The company uses a multiple marketing platform, including television advertising and social media. Carnival boosts the marketing campaign to convince potential vacationers to book with the company and to lure back loyal customers from aftermath crises. SWOT ANALYSIS Strength: Carnival is one the largest cruise operators with the largest capacity. The brand name is very recognizable as a “Fun Ship” with great market share. The low-price strategy gives the company a significant cost advantage over competitors. Weakness: Carnival faces a communication crisis on how to well-handle and effectively respond during several incidents. The company did not learn from previous accidents and it has lacked putting a strategic plan in place to respond to disasters. Thus, the company became frustrated and exhausted to restore enough emergency generator power, food supplies and operational facilities, and other necessities, which indicates serious concerns for crisis management team. Opportunities: The cruise industry is growing while the global vacation cruise market is growing in other regions such as Asia and Europe. The growth of disposal income in some countries in Asia, i.e. China, showed the increased demand of luxurious vacation cruise options. There is a demand increase in the elderly and kids market segments where the company can gain some market share. Additionally, the increase of using mobile devices by the millennial generation to book vacation presents a potential opportunity to enhance the company’s position in this segment. On the other hand, the environment awareness to reduce emission for their ship fleet is a tremendous opportunity for the company to expand the brand awareness. Threats: Carnival faces the consumer’s negative perception of cruising due to disasters and others threats like geopolitical instability. Which results in bad press and negative social media posts that damages the company’s reputation. The company is also exposed to serious liabilities claims and lawsuits.
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- Spring '16
- Marketing, Carnival Cruise Lines, cruise line, Holland America Line, CARNIVAL CRUISE LINES CASE STUDY