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Royal Caribbean International Case Analysis Essay examples

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1. Introduction
Deep-sea passenger transportation are amongst the most rapidly growing and evolving sectors in the hospitality industry(Wie, 2004, Douglas et al., 2010). As such, there underscores the need for strategy development to ensure the long-term success of firms in this industry. This report would focus on Royal Caribbean International's operations in Singapore, and analyze it based on its external and internal environments, while concluding with a recommendation of strategies that could be adopted as part of the organization's long-term strategic trajectory.

Founded in 1968, the firm is part of the Royal Caribbean Cruises Ltd. which provides one-stop vacation services that includes hotel, dining and entertainment. Additionally, land tours, stopovers and airport transfer services have also been offered in recent years to maximize the customer experience(Royal Caribbean International, n.d.).

2. External Analysis
2.1 PESTLE Analysis
Various academics have highlighted the critical role that the PESTLE framework plays in aiding organizations to analyze its external environment(Johnson et al., 2012; Senior and Swailes, 2010; Gomez-Mejia and Balkin, 2011).

Political:
Owing to the welcoming attitude maintained towards foreign firms, low levels of corruption, stable political climate, and good relations with neighboring countries (MarketLine, 2013), there is little political risk faced in Singapore.

Economy:
Singapore's economy is relatively stable and growing, albeit being slightly affected by global economic woes. As a whole, there are low levels of unemployment and GDP per capita is high(Worldbank,2013), hence implying more disposable income that nationals have to spend. Nonetheless, spurred on by soaring ...


... middle of paper ...


...n Technology to Drive Productivity. Today: October 14. [Online]. Available at:
http://www.todayonline.com/singapore/hotels-ride-technology-drive-productivity?page=1. [Accessed 15 April. 2014].

The World Bank (2013): Doing Business 2013, Washington, DC: International Bank For Reconstruction and Development/ The World Bank. [Online]. Available at:
http://www.doingbusiness.org/~/media/GIAWB/Doing%20Business/Documents/Annual-Reports/English/DB13-full-report.pdf. [Accessed 15 April. 2014].

The World Bank. 2013. Singapore Overview. World Bank Group. [Online]. Available at:
http://www.worldbank.org/en/country/singapore/overview. [Accessed 15 April. 2014].

Yi, S., Day, J. and Cai, L.A. (2014): 'Exploring Tourist Perceived Value: An Investigation of Asian Cruise Tourist' Travel Experience', Journal of Quality Assurance in Hospitality and Tourism, 15: 63-77




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