The Fun Ship Experience at Carnival Cruise Lines

1. Terry Thorton, vice president of marketing planning for Carnival Cruise Lines is quoted as saying, We’re  perfectly happy to be the Wal-Mart of the cruise industry. Assess the implications of taking a low-cost approach like Wal-Mart in the cruise line industry.

2. Perform a SWOT analysis of Carnival Cruise Lines. Include 3-5 items in each SWOT category.

3. Assess how financially successful Carnival Cruise Lines is in today’s economic climate. Note: Carnival Cruise Lines is a publicly traded company with financial information readily available at its website and a variety of financial websites.

4. Compare Carnival Cruise Lines (CCL) financially to Royal Caribbean (RCL), a competitor which is also a publicly traded company. From your perspective, evaluate who is the stronger company and state why.

5. Use 4 quality resources for this assignment.

Also, the case study can be found in Hospitality Strategic Management: Concepts and Cases.  By Cathy A. Enz. 2nd edition, pg 442

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