Case Study Of Carnival Corporation :: Business Marketing management Essays

Case Study Of Carnival CorporationThe history of the Carnival Corporation begins in 1972, when Ted Arison set up Carnival travel Lines as a subsidiary of the American International Travel Service. The first ship ran aground, but Arison remained steadfast in achieving his vision of a cruise statement offering affordable vacation packages to middle-income consumers. By 1977, Carnival had tercet ships, and ten years later, as the industry leader, the company went public. In the early 1990s, Carnival began to vary into land-based entertainment, thus changing its name to Carnival Corp. The company is the worlds 1 cruise operator with about a third of the market. Carnival Corporation is comprised of Carnival canvas Lines the worlds largest cruise line based on passengers carried, Holland America Line, Windstar Cruises and Seabourn Cruise Line. It owns 25 cruise ships serving customers worldwide and has 6 new ships under construction. It basically has three market segments Contemporary , Premium and Luxury. Carnival also operates 14 hotels in Alaska and Canada and runs Holland America Westours, which markets sightseeing tours. Carnival has a 29.5% stake in Airtours, one of the UKs largest tour operators, and is program line for control of cruise line NCL. CEO Micky Arison and family control Carnival.Carnival was able to increase profits through the acquisition of Holland America Line in 1988 and therefore Carnival set offed its cruise lines to a broader market, however Carnival experienced a loss of $135 million from disposal of the Crystal Palace haunt & Casino in 1991.The companys current strategy is to attract more repeat cruisers and new cruisers of different segments by offering different types of packages. much(prenominal) differences include choice of shorter or longer cruises, a low to moderate price for affordable cruises for middle class, and longer luxury cruises for affluent classes. As sidetrack of the companys plan, Carnival is going global thro ugh a joint venture with Hyundai Merchant Marine to the Asia market.StrengthsCarnivals strategy pore on the Fun Ship concept, beginning with the Mardi Gras, which targeted people of all ages. In recent years the driving force behind why a individual needs to take a vacation has changed. Today vacationers look to get away from everyday stress, and opt for a stress-relieving cruise.Carnival is considered the cruise industrys leader, and in the past few years, Carnival has increased its market share through acquisition and joint venture. In 1988, Carnival acquired Holland America Line to expand its market share in Alaska, Mediterranean, and South Pacific.