Marketing of the leisure travel business was especially hard hit by the disruption caused by the growth of the new media industry. Traditionally depended on weekly newspaper supplements and travel agents to reach the consumer, the business had to rethink how it marketed its products. Adapting these challenges, Viking River Cruises, invented its segment and successfully grew from a small niche player to the leader in river cruising.
I wanted to propose a freelance article exploring the success of Viking River Cruises' market and sponsorships that helped the company to gain market-leading brand recognition. Viking, which was launched twenty years ago, started with two executives, two cell phones, and four secondhand Russian riverboats. The
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They are producing nearly $2 billion in annual revenues and operate a fleet of more than 60 riverboats, yet product adoption remains low creating more growth opportunities.
Further, Viking is using this brand awareness to launch a new portion of their business, ocean cruising, building a fleet of at least eight ocean cruise ships. Viking is leveraging the strength of its consumer base, following a trend in other segments of the luxury travel business such as Four Seasons and Ritz Carlton, to expand its business. Viking has become the first to offer both luxury ocean and river cruising.
I believe the success of Viking's marketing programs will make an interesting case study for your publication and I would welcome the opportunity to work with you to develop the story. My background is that I am a maritime expert working as a consultant, historian, author and lecturer in the cruise business and also had a professional career in public relations and corporate communications. My articles on the cruise industry appear in publications including Cruise Travel magazine, Cruise Business Review, Seatrade and Maritime Executive.
I appreciate your consideration and look forward to discussing this story concept with
(NSY) had been providing parts and services to the Mega-Yacht Industry since receiving their initial seed capital in 2000. The Mega-Yacht industry provided an attractive opportunity for NSY. Although the industry was small by comparison, serving only 10,000 vessels, it generated in excess of $1 billion in economic activity annually, divvied amongst the new build, and maintenance, refit and repair business sectors (Mark & Mitchell, 2003, p. 48). The industry’s supporting cast included captains and crews, owners, management companies, procurement agents, yacht builders and repair entities, brokers, and local husbanding agents. Although unknown to the firm at its inception, consultants in 2002 forecasted the mega-yacht industry would see annual growth of 6%, with the potential for even better numbers in the short-term (Mark & Mitchell, 2003, p. 48).
The business has been profitable and has been able to gain a large market share because of those strengths.
Carnival Corporation & plc is a global contender with the title of the world’s largest cruise and leisure travel company. The goal of this assessment is to analyze the strengths and weaknesses with the financial ratio analysis of the company along with conducting an internal factor evaluation matrix to view the status of the company in comparison with their top competitor, Royal Caribbean Cruises Ltd.
In 2007 Milwaukee School of Engineering opened the Grohmann Museum named after Dr. Eckhart Grohmann, an art collector that donated his collection to the Milwaukee School of Engineering. The museum is home to many pieces of art mainly consisting of paintings. The Grohmann Museum focuses almost entirely on the evolution of human work. I found three particular paintings on glass blowing interesting; “Glass Blowing Workshop” by Anders Montan, “Interior of Glass Works” by Magnus Zellar, and “The Glass Blowers In Incheville” by Marie Francois Firmin-Girard. The three paintings are all done in oil on canvas and well represent glass blowing over time.
Carnival is a leader in the cruise industry and it’s highly likely that the consumers would select this company; as it is also a branded company recognizable on the market it allow the process of word of mouth that lessen the power of the consumers from their self.
This report will consider the appropriateness of the services offered in Jetstar for leisure travelers in its discussion, and will draw a conclusion on how certain concepts of these strategies can be utilized by managers at JS. Also, the interpretation of the different product strategies JS can implement. Lastly, the report will provide recommendations that could be implemented by JS for improvement to better understand the buyer’s characteristics.
Carnival’s value proposition was to be a cheaper alternative to land vacations at all inclusive resorts while providing a variety of activities and destinations in one trip. Carnival was the “fun ship”, providing contemporary vacationing to first-time and repeat cruisers. Because customer retention is low, Carnival uses a more traditional style of marketing, focusing on the short-term customer.
* High Brand Equity: A cruise line’s brand awareness and reputation are significant factors to the industry’s high barriers to entry. Cruising is a risk-averse activity, which influences consumers to trust and purchase from established cruise
There are nine main cruise line, these include Ambassador International, Carnival Corporation, Crystal Cruises, Disney Cruise Lines, Louis Cruises, Regent Seven Seas Cruise Lines, Royal Caribbean Cruises Ltd., Silversea Cruises and Star Cruises (Cruising). The major cruises out of these are Royal Caribbean and Carnival Corporation. These cruises line are known for using their popularity to their advantage by raising their prices at any given time. But on the other hand, all the ships are comparable. All passage can anticipate the equivalent experience on board. In addition Rivalry is at a peek because getting rid of a cruise industry cost more than to just keep into development.
Carnival has to great awards under their belt. First cruise ship to have over one million passengers in one year and also carry five million passengers total. They currently carry over twenty cruise ships that they operate, and that number will continue to grow as long as they are
Summary: The cruise line industry has been experiencing a period of massive expansion over the last decade thus heightening the competitive profile for the industry in terms of market share and competitive rivalry. Now cruise industry is one of the most competitive across all.
Carnival has a strong market expansion strategy for selling the mass-market cruise category and first-time cruisers. Furthermore, Carnival Cruise Lines are successful because they have a clear vision and a commitment to their brand essence,
Product differentiation is one of the main strategies in order to face some of the risks; however, Royal Caribbean, as well as, Carnival Corporation and Norwegian Cruises are the most visible players in this industry. It is not easy to differentiate with their huge size, economies of scale. The industry is very lucrative, has high profit margins; hence, the level of risk is extremely high as well.
Carnival Cruise Lines is the largest cruise company in North America and carries more than 60,000 passengers a week. The Carnival experience is the standard against what past cruisers judge their later cruise experiences. Carnival has captured the "fun" psychographic and has a strong reputation for an enjoyable, relaxed cruise. Furthermore, Carnival has a strong market expansion strategy for selling the mass-market cruise category and first-time cruisers. They have a clear vision and knowledge about the industry and a commitment to their brand essence, which is fun. Also, as an extension to their branding of the "fun" ships they are the low-price leaders. Because of their strong brand image they are able to achieve double-digit growth in
The economic climate has a strong impact on the cruise line industry. However, the cruise line industry is growing and more people are traveling today then ever before. As welfare of people has considerably grown despite all possible crises in world economy, anyhow many economic factors are influence to cruise line industry, such as clientele's economic positions, growth in markets, currencies rates when working international and inflation plays a role. Operators of a cruise will be affected under management and operational levels. If fuel price begins to increase, then it will influence operational costs of the company. If interest rates increase then, then it will influence the income of the company. Economic factor plays a major role for the company to be afloat of cruise industry.