P&O Cruises: P&O Cruises (UK) is the most recognized cruise brand in the UK. With seven premium ships of differing sizes specifically tailored to those who enjoy today’s British tastes. The seven ships together visit 270 destinations in 90 countries, with cruises ranging from two to seven days. The majority of cruise vacations in the summer cruise to the Mediterranean Sea, the Baltic Sea, the Norwegian inlets and the Atlantic Isles. P&O Cruises Australia:P&O Cruises (Australia) caters specifically to Australians and New Zealanders. Its four contemporary ships offer cruises generally ranging from seven to 12 days. The ships are home ported in a number of cities in Australia and New Zealand. These cruises enable guests to discover the islands of the South Pacific from New Caledonia to Tahiti, as well as exploring Australia’s coast line, New Zealand and Asia. Implications of AcquisitionsDuring the acquisition of the above companies, Carnival changed its name from Carnival Cruise Lines to Carnival Corporation in order to avoid confusion between the corporation and their brand (Carnival).During the past two decades, the implementation of horizontal integrationstrategies in the industry has led to the emergence of three major cruise corporations that, together, control over 80 percent of deep ocean pleasure cruises covering all regions of the world(Ensign 1998). The 'Big Three' are Carnival Corporation (CCL), Royal Caribbean Cruises Ltd (RCL), and Norwegian Cruise Line (NCL). As a result of CCL’s strategic global acquisitions,
Capeloto 8allowing for market penetration, they are the largest single cruise company in the world (Carnival). Initially, Carnival owned only Carnival Cruise Lines and thus had control of only the basic or mainstream customer base, and had only been able to tap into the North American market. The ten brands Carnival acquired widened their market to include many different popular areas of the globe. These acquired brands also allowed the company to not only tap into all three of the different types of cruise markets, deluxe, premium and mainstream, but own multiple brands operating in each category. The acquisitions of Princess Cruise Lines, Holland America Lines, and Seabourn allowed the company to have these brands along with the original Carnival Cruise Lines operating in the North American market. This meant that the company now had one basic cruise brand (Carnival Cruise Lines), two premium cruise brands (Princess and Holland America) and one ultra-luxury cruise brand (Seabourn) serving the North American market primarily (Carnival Corporation Form 10K). The remaining acquisitions that the company made opened up, what they call “EAA”,the European, Australian, and Asianmarkets. This resulted in the company operating all three of the cruise types in “EAA.” They control two basic cruise brands (AIDA and Ibero Cruises), two premium cruise brands (P&O Cruise and Costa) along with one luxury cruise brand (Cunard) (Carnival Corporation Form 10K).
You've reached the end of your free preview.
Want to read all 32 pages?
- Winter '13
- Carnival Cruise Lines, Cruise ship, Holland America Line, Carnival, Carnival Corporation