External Environment: Carnival- Leisure/travel market of the tourism industry.
According to the Florida- Caribbean Cruise Association, cruise lines see an annual growth year after year. In 2012 the "occupancy percentage exceeded 102% [...] shows continued consumer interest in cruising and an industry where demand continues to outstrip supply" (Mena, 2013).
• There are efforts for increased regulation by members of the US Government.
Competition from other markets:
• This includes hotels, theme parks, casinos, attractions, essentially any Leisure travel on land that may be closer or more affordable than a cruise.
There are several economic Factors:
• Rising cost of new ship construction
• Rising cost of Flights- In order to go on a nice cruise vacation, consumers must live near a port destination or purchase airfare to travel to the port.
• Carnival targets price conscious consumers so rising fuel cost may also be a concern as this would directly affect airfare and cruise tickets.
• Oversea relationships with foreign countries and trade.
Industry- Cruise/ travel
In 2014 there are going to be 16 ships launching which is a $3.9 billion investment industry wide. Compared to 2013 which had 21.3 million cruisers 2014 is predicted to have 21.7 million despite negative publicity faced by the industry (Gerlak, 2014).
Client- Carnival Cruise Lines
Carnival was founded in 1978 with one small converted ocean liner named the "Mardi Gras". Since then Carnival has grown the image past that of party ships to disasters and is known as the fun ship by providing entertainment, luxury to popular vacation ports most popular being Caribbean at a value for the customers. The Carnival website is very interactive with photos sho...
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Soshkin, M. (2014, May 1). IBIS World Industry Report 48311- Ocean & Coastal Transportation in the US. Off-campus Access Login. Retrieved June 11, 2014, from http://clients1.ibisworld.com.proxy.library.georgetown.edu/reports/us/industry/majorcompanies.aspx?entid=1138#MP10472
Tuttle, B. (2013, May 28). Travelers Still Avoiding Carnival After ‘Poop Cruise’ | TIME.com. Business Money Travelers Still Avoiding Carnival after Poop Cruise Comments. Retrieved June 5, 2014, from http://business.time.com/2013/05/28/travelers-still-avoiding-carnival-after-poop-cruise/
Zmuda, N., & Parekh, R. (2013, September 28). Carnival Launches New Campaign to Lure Back Customers | CMO Strategy - Advertising Age. Advertising Age CMO Strategy RSS. Retrieved June 9, 2014, from http://adage.com/article/cmo-strategy/carnival-launches-campaign-lure-back-customers/244242/