Recommendation of Plan To overcome the problem that is being faced by Carnival Cruise Line, the company needs several action plans. Currently, despite the large and significant size of the company, it only represents only 2% of the North American vacation market. To boost the market concentration, the company needs to be innovative in order to attract more customers and lower the prices of the fares so that more people could effort the journey thus eliminating the perception of cruise as ‘luxurious journey’, Carnival Cruise Line should revise its differentiation strategy by offering the full-sized shopping mall onboard and providing the wireless computer network to allow the cruisers to access internet and communicate even when onboard. Other multimedia facilities should also be provided such as the radio or television station on board and introducing new routes to offer to cruisers according to their collected preferences. Carnival Corporation 9
Moreover, Carnival should differentiate its facilities to cruisers by introducing new service quality. To achieve this, Carnival Cruise Line should broaden the demographic appeal and therefore, cater the different cultures and age groups as well. The company should also make the choices of customers wider by allowing them to choose the vacations through their other divisions such as air tours and hotel rooms along the coast of Mediterranean sea. As far as the marketing tactics are concerned, Carnival Cruise Line should make more use of internet to advertise about the business and focus young people segment with the head of ‘adventure’ so as to attract them and increase the number of cruisers at large. The use of website to for vacation booking should be focused with discussion forum for customers on the website. Carnival Cruise Line should form the strategic alliances with the government of North America, Germany and United Kingdom so as to discuss regarding the issue of small ports in many region. This should be supported by the introduction of new cruise location and the extensive marketing. Moreover, Carnival Cruise Line could also expand itself beyond the domestic to the international market. Carnival Corporation 10
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- Winter '09
- Finance, ........., Carnival Cruise Lines, Holland America Line, Cruise lines, Carnival Corporation & PLC, Carnival Corporation