Cruise ship_Not just for
Grandma and Grandpa
anymore
CHAMBUU
MARIE
SUDIANA
MARKO
ANJA
TRAN THI
BATTULGA
巴圖
NIKKI
MARTINEZ
COLYN
許毓殷
MARINIC
馬可
GRGIC
安利敏
THANH
LOAN
M997Z207
馬妳琪
M997Z208
M997Z237
M997Z206
M997Z205
陳氏青鑾
M997Z215
Contents
Overview about cruise ship
Cruise lines & Market share
Change in cruise ship industry
SWOT analyses
Conclusion
Cruise ship Industry

A large ship coined in1818,
operated out of New York City the first shipping establishment,
offering a scheduled from the
U.S. to England.

Until 1975-1980, cruises
offered shuffleboard, deck chairs,
"drinks with umbrellas and little
else for a few hundred
passengers." After 1980, they
offered increasing amenities. As
of 2010, city-sized ships have
dozens of amenities.
Thanh Loan
This industry is now one of the fastest growing
sectors of the travel industry.
The global cruise ship industry sees an annual
growth of about 7 percent.
There have been nine or more newly-built cruise
ships added every year since 2001
Thanh Loan
Appealing destination to cruise ship.
Most appealing destination to cruise ship.
Caribbean
45%
Alaska
25%
Bahamas
25%
Hawaii
15%
Europe
9%
Panama canal
8%
Mexico
8%
Source: CLIA 2008 Market profile study
Thanh Loan
The number of passengers
in each year (1990-2010)
Year
Number of
passengers
(million)
Year
Number of
passengers
(million)
1990
1997
1999
2000
4,5
6,8
8,7
8,0
2002
2003
2004
2006
9,22
9,5
10,6
13,8
2001
8,4
2010
17,0
Source: CLIA 2008 Market profile study
Thanh Loan
Cruise lines &Market share
Cruise lines’s Capacity
Capacity
Cruise ship industry’s market share
Cuise line
North
America
Rest of world
Carnival
126,785
78,517
Royal
Carribean
89,225
10,247
Louis
10,174
Thomson
7,153
Source: CLIA 2008 Market profile study
Battu
The combination of an attractive vacation value
and marketing buzz surrounding new ship designs
will provide opportunity to introduce new cruisers to
the cruising experience. This will stimulate market
growth for the industry through 2013. The end of
2013 projects passengers carried to reach 21.3
million, a 15.7% increase from 2010
Battu
Major competitors and Market share
* Total worldwide cruise passenger capacity will increase 6.9%
over 2009.
* Annualized total passengers carried worldwide in 2010 are
estimated at 18.4 million.
* The total worldwide cruise market is estimated at $26.8
billion, a 7.4% increase from 2009.
Battu
Changes in Cruise ship industry
Factors:
Titanic
Facilities
Price
Advertising and Promotion
Customer Segment
Port Location
Sudiana
Factors
 Titanic
The release of Titanic movie, about a passenger ship that
sank somewhat turn out to have a surprising impact towards
the demand for cruise vacations, for instance Royal Caribbean
experienced their largest booking during the month following
the movie release.
 Facilities
New ships were built much bigger and steadier to improve
their physical facilities and service include by adding casinos,
shopping arcades, theatres, health spas, internet access in every
stateroom, suite with private balconies, and even a skating
rink.
Sudiana
Factors
 Price
Price were adjusted to the type of cruise, shorter
and cheaper cruise were available for price-sensitive
customer.
 Advertising and Promotion
Major sums were devoted to advertising and
promotion programs to inform the customer about the
type of cruise, the rates and the amenities available.
Sudiana
Factors

Customer Segment
Ship designs, onboard amenities and activities, food
and beverage options, itineraries, and prices were all
tailored to specific demographic, social, and lifestyle
groups. For instance, P&O Princess launched “Ocean
Village” cruises in the Mediterranean in 2003, targeted at
younger couples who enjoy sports and educational
activities.
Sudiana
 Port Location
Ships were located in more
ports around the world - from
Southampton in the United
Kingdom to Hong Kong,
Majorca, Australia, and even
Galveston, Texas - to draw
passengers from a wider
geographic area.
Sudiana
SWOT
ANALYSIS
Nikki
STRENGTHS
 EXCEPTIONAL VALUE PROPOSITION
 WIDE APPEAL
 POSITIVE GUEST DEMOGRAPHICS
 FAVORABLE SUPPY AND DEMAND
BALANCE
 CONSISTENT MARKET GROWTH
Nikki
WEAKNESS
 SMALL SEGMENT OF TOURISM
 ECONOMIC DOWNTURN
Nikki
OPPORTUNITIES
Globalization- deterritorialization”
Growing middle class in many
countries (ASIA)
Expanding cruise tours to Asian
countries
Changes in consumer perceptions of
vacation (cruise ships as a real
destination, not ports)
Variety of lifestyles- satisfying
demands
Anja
THREATS
 Terrorist attacks – modern piracy
 High energy costs
 Natural disasters- tsunami, typhoons;
 Demand and supply concentrated in North
America- less buying power
 Potential changes in “FLAG OF CONVENIENCE”
system
 Pollution of harbors
Anja
Conclusion
Marko
Cruise ship industry today invests a lot of effort to
sustainability
Climate Change
Energy Reduction
Environmental Footprint
Shipboard Waste Management
Shipboard Wastewater Management
Environmental Compliance
Environmental Training
ISO 14001 Certifications
Corporate Governance – Health, Environmental, Safety and
Security
Employee Training and Benefits
Sustainability/ Corporate Social Responsibility
Marko
Energy reduction (ISO 14001 Environmental
Management Systems (EMS):
Itinerary and arrival/ departure changes
Vessel shore power installations (“Cold Ironing”)
Optimization of diesel generator use at sea and in port
Installation of more energy efficient lighting
Use of anti-fouling release coating (marine coating)
technology
Marko
Heating, Ventilation, and Air Conditioning (HVAC)
Control/ Automation
Systems
Periodic cleaning of propellers and hulls
Dynamic Trimming Assistant (DTA) systems
Evaporator management
Development of new ships’ ability to use alternative
fuels
Thank you for attention!