Carnival Cruise Lines Case Study PDF

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Carnival Cruise Lines Case Study 1. How did Carnival’s management build the line into the dominant brand in the industry? To: Bob Dickinson Business Impact Summary: Carnivals Management built dominant brand by attracting mass market who were new cruisers rather than focusing on previous customers because business and number was higher than previous customers. carnival shaped one of its kind fun ship with entertainment architecture which involved bars, spa centres, shore excursions etc which helped them to put their product in a unique way in market. Carnival Management has established a clear vision which focuses on customer expectations while planning a vacation. Carnival Management also maintained good relationship with travel agents and ship builders which made it easy to buy ships at cheaper rates than compared to other competitors. Carnival Top Management always encouraged inter competition between sister companies which helped them to formulate their sales and marketing strategies according to demography. Recommendation 1: Carnival Management has to focus on maintaining loyalty of customers because repeat customers are very low even tough satisfaction rate of customers is 98%. Recommendation 2: Carnival has to maintain Guest data ware house which helps in retrieving transactional data and behavioural data for analysis. Author: Manasa Reddy Chidurala

2. Should Carnival do “CRM?” What should CRM look like at Carnival? What does CRM mean to Carnival’s management? To: Bob Dickinson Business Impact Summary: Carnival have been doing CRM but it did not strategize to analyse wealth of its customer information in its customer service principles. It will be huge opportunity for carnival to discover the role of collect data from its customers. Carnival must utilize CRM to understand what customer wants to remain as leading cruise line CRM at carnival should prioritize on customer relations as its already good at meeting and exceeding customer expectations. Carnival Management defines CRM as four layer word Recommendation 1: Recommendation 2 Author: Manasa Reddy Chidurala...