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INTRODUCTION Carnival has enjoyed an extended run as Big Kahuna of the cruise world The assets of its parent company Carnival Corporation are enormous and growing In addition to its own fleet of 20 ships Carnival Corp holds full ownership of Cunard Seabourn Costa Windstar and Holland America Line -- all told more than 50 of the North American cruise industry And in April 2003 Carnival beat out Royal Caribbean to acquire PO Princess adding yet another major cruise brand to its cruise dynasty When all is said and done Carnival Corp will operate a combined fleet of 73 ships with another 11 scheduled for delivery over the next few years The Wal-Mart of cruising Carnival specializes in colorful jumbo-size resort ships that deliver plenty of bang for the buck If you like the flash of Vegas and the party-hearty of New Orleans youll love Carnivals brand of flamboyant fun Sails to Caribbean Mexican Riviera Alaska CanadaNew England Hawaii Nobody does it better in the party department The line with the most recognized name in the biz serves up a very casual down-to-earth middle-American Caribbean vacation While food and service are pretty average there sure are a lot of choices to keep most people satisfied from round-the-clock entertainment to sushi bars upscale supper clubs on the Spirit-class ships and huge kid and teen centers on the Conquest-class ships1 SITUATION ANALYSIS A situation analysis researches the organizations current position in the marketplace and reveal potential opportunities to promote it JRABBEY 1998 P54 The cruise market situation has been anallysed accordin to the SWOT analysis kellerkotler 2006 p52 Strengths Weaknesses High fixed costs 25 of overall operating expenses Onboard service is labor intensive Long lead time for new ship delivery Seasonality of ship usage Loyal customers Financial stability Weaknesses High fixed costs 25 of overall operating expenses Onboard service is labor intensive Long lead time for new ship delivery Seasonality of ship usage Weak environmental
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