Li Merlina (Merlin)
M987Z246
Victor Marbun
(victor) M987Z259
Thidarat
Prasitpornphakdee
(Nok) M987Z245
Huynh Than Phong
(phong) M987Z242 Nguyen Thi Thanh Nhan
(Nhan)M987Z232
江孟唐
Chiang Meng-Tang
(Johnson) M98C0242


1972 : founded by Ted Arison as part of subsidiary of Boston – Based American
International Travel Service (AITS).

1974 : Arison purchase carnival for
1$,asumptsion of AITS’ 5 billion indebt.

1982 : Carnival stuns the cruise industry to build tropicale.


1989 : purchase premium cruise operator
Holland America Line.

1992 : purchased a 25 % stake in ultra luxury seabourn cruise line. Increase 50 % in 1996

1993 : change the name of it’s parent company to Carnival Corporation to distinguish between it and it’s flag ship cruise line.


1997 : Carnival acquire 50 % of Costa
CruisesEurope and takes 100 percent ownership of the Italian cruise operator three years later.

1999 : purchases the 100 percent share of
Cunard and simultaneously takes 100 percent control of Seabourn).



2003 : A combination of Carnival
Corporation and P&O Princess Cruises, creating the first global cruise company.
2008 : Carnival and Spain's Orizonia
Corporation finalize a new multi-ship joint venture Carnival owns 75 percent of the new company.

Carnival Cruise ship :

Vision :The World's Most Popular Cruise
Line®

Carnival has a portfolio of the world’s most widely recognized cruise brands.
 the top two most-recognized brands in
North America and the United Kingdom, account for 85 percent of the world’s cruise passengers.


Geared to suit every conceivable taste, price preference and target market, including contemporary, premium and ultra luxury.

Cruising Areas :
Alaska - Bahamas - Baltic - Bermuda -
Caribbean - Hawaii - Mediterranean - New
England - North Cape – Panama Canal -
South America - South Pacific

 the best-known cruise brand in North
America and the most profitable in the world.
 Carnival operates 22 ships from 92 ships which are expected to carry a record 3.8 million passengers - the most in the cruise industry.


Guests aboard the "Fun Ships" enjoy a variety of dining, entertainment and activity options.

Guests aboard the "Fun Ships" enjoy a variety of dining, entertainment and activity options, all in a festive and lively environment.


Many new ships were built and were completed with full of entertainment

Shorter and cheaper cruises were added to attract more customers

Ships were located in more ports around the worlds.

They know exactly what their customers needs

Costly in maintenance

High investment



Largely Market
Many experience than other company

Can do some business relationship with tour and travel company

Terrorist attacks and political unrest around the world



Unsteadiness of Economic situation
Natural disaster
Competitors

Type of Cruise Companies
Resort Class Carnival,Royal
Caribbean,Norwegian Cruise
Line
Premium Holand America, P&O Princess
Luxury
Exlusive
Cunard Line,Crystal Cruises
Seaborn Cruises line,Silver Sea,
Swan Hellenic

Type of cruise
Resort class
Premium
Luxury
Exclusive
Rates($)
150-300
250-600
600-1500
1000
Benefits
Value oriented
Semi formal
Greater choice
Exclusive


Product: holiday package on the luxurious ships

Price: only can afford by high income people

Place: only can be get from the tourism agency

Promotion: by online advertisement and exclusively leaflet for certain customers

4.
5.
2.
3.
6.
1.
Identify differing needs, desires, purchase criteria
Ship design
Food and beverage options
Itineraries
Price
Activities

2.
3.
1.
price sensitive: compare the price and facility quality : will choose the one with comfort leisure/niche : have a great holiday without thinking the price

1.
Offers substantial discounts with past customers
2.
Keep the past customer with interesting promotion and continuous advertising to them (mind branded)

3.
4.
1.
2.
5.
Terrorism
Economic recession
Weather
High cost energy
Increase harbor pollution


Pro active marketing promotion tools to attract younger consumers

Provide interesting package like a short holiday with the cruise ship

Retaining the old customers in hope to have long term relationships


What is the important factor to get new customer in cruise ship company? and how to retain past customer?

What are the threats in cruise ship industry?

How to overcome environmental issues in
Cruise Ship industry?