Case Study Of Carnival Corporation :: Business Marketing management Essays

Case Study Of pleasure ground CorporationThe history of the bazaar Corporation begins in 1972, when Ted Arison set up bazaar Cruise draw ins as a subsidiary of the American world-wide Travel Service. The first ship ran aground, but Arison remained steadfast in achieving his trance of a cruise fall offering afford fitting vacation packages to middle-income consumers. By 1977, Carnival had three ships, and ten long time later, as the industry leader, the fraternity went public. In the early 1990s, Carnival began to diversify into land-based entertainment, thus changing its form to Carnival Corp. The company is the worlds 1 cruise operator with about a third of the merchandise. Carnival Corporation is comprised of Carnival Cruise Lines the worlds largest cruise line based on passengers carried, Holland America Line, Windstar Cruises and Seabourn Cruise Line. It owns 25 cruise ships military service customers worldwide and has 6 new ships under construction. It basically has t hree market segments Contemporary, Premium and Luxury. Carnival also operates 14 hotels in Alaska and Canada and runs Holland America Westours, which markets rubber-necking tours. Carnival has a 29.5% stake in Airtours, one of the UKs largest tour operators, and is command 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 consequently Carnival expanded its cruise lines to a broader market, however Carnival experienced a loss of $135 million from disposal of the quartz Palace Resort & Casino in 1991.The companys authorized strategy is to attract more repeat cruisers and new cruisers of different segments by offering different types of packages. Such differences include choice of shorter or lengthy cruises, a low to moderate price for affordable cruises for middle class, and longer luxury cruises for affluent classes. As part of the companys plan, Carnival is going global through a joint venture with Hyundai merchant Marine to the Asia market.StrengthsCarnivals strategy focused on the bid Ship concept, beginning with the Mardi Gras, which targeted people of all ages. In recent years the driving force behind why a person call for to take a vacation has changed. Today vacationers look to get outside(a) 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 division through acquisition and joint venture. In 1988, Carnival acquired Holland America Line to expand its market share in Alaska, Mediterranean, and South Pacific.