Group 4_CCL Case Facts

7/25/2019 Group 4_CCL Case Facts

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CARNIVAL

CRUISE LINES

Presented By: Group 4

Ayushi Godha (141113)

Jayant Kushwaha (141119)

Nikhat Raj (141130)

Ravi Shankar Rai (141139)

Smit at!" (1411##)


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CRUISE LINES

The Cruise Industry

$ast!st %rowin% &at!%ory in "!isur!'trav!"industry roj!&t!d to s!rv! 10 mi""ion&ustom!rs in 004 &omar!d to on"y 0*#

mi""ion &ustom!rs in 19+0* A "ot o, ot!ntia" &ustom!rs &an -! s!rv!d

as on"y 1./ o, North Am!ri&an mark!t had

!v!r &ruis!d*


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Industry Evolution

n mid 19.0s shi,t!d to "!asur! &ruisin% ,romtransortation*

N!w -i%%!r shis w!r! introdu&!d with &aa&ityo, 1200 to 3200 ass!n%!rs a"on% with a &r!wstr!n%th o, +00 to 100*

h! id!a was to &r!at! a oatin% r!sort with a""am!niti!s "ik! !5oti& dinin% otions &asinos 6-ars %yms 6 sas !t&*

+0 -rands now s!rvin% th! N* Am!ri&an mark!tsin&! 19.0s*

7arniva" 7ororation Roya" 7arri-!annt!rnationa" 8td 6 Star 7ruis! w!r! "!adin%"ay!rs with to 10 ho"din% 9#/ mark!t*

S!%m!nts in &ruis! industry


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Crnivl Cruise Lines

!d Arison start!d &arniva" &ruis! "in!s in 19+*

:ain id!a was to rovid! a ,un'


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The Crnivl Custo!er

3. /' BC3# y!ars 40 /' 3#'## y!ars 4 /'

DC## y!ars

A"" ty!s o, &ustom!rs' $ami"i!s Sin%"!s

Eon!ymoon!rs 6 :u"ti%!n!rationa" ,ami"i!s Av!ra%! in&om! was F .#000

## / w!r! marri!d

romotiona" too"s' Nationa" 7a-"! Adv!rtisin%N!wsa!rs ;ir!&t :ark!tin% rav!" A%!nts


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"istri#utin$ the CrnivlProdu%t

wo main 7hann!"s' rav!" A%!nts 6 ;ir!&t :ark!tin%

Trvel A$ents

ita" -ut !5!nsiv! sa"!s ,or&!

7ommission o, 10 /

HI!&t on ro


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"eliverin$ the CrnivlE(perien%e

h! 7arniva" H5!ri!n&! -!%ins !v!n -!,or! th! &ruis!s!ts sai"

7ustom!rs -ook th!ir r!s!rvation !ith!r throu%ha%!nts or dir!&t"y on"in!

20'90/ %u!sts &om"!t! th!ir r!%istration on"in! andth! r!st do it durin% !m-arkation

r!'&ruis! on"in! si%n'u ,or !5&ursions and saaointm!nts h!"!d th! mana%!m!nt to a"yr!v!nu! mana%!m!nt to in&r!as! ro


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Chllen$es durin$E!#r'tion

Hm-arkation and d!-arkation was a &haoti&ro&!ss* %u!sts w!r! !s&ort!d to a rivat!ar!a ,or !m-arkation

7"!anin% th! rooms as soon as th! %u!sts "!,t

"oadin% tons o, "u%%a%! and ,ood and dir!&tin% toro!r stora%! ,a&i"iti!s was a &ha""!n%!

Lnannoun&!d ins!&tions ,rom th! h!a"th andsa,!ty d!artm!nt rovid!d anoth!r &ha""!n%!

;!"iv!rin% a hi%h!r Mua"ity and a hi%h!r vari!ty!5!ri!n&! to %u!sts was a &ha""!n%! and ariority


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Chnnels o) Revenue

h! shi>s shos so"d !v!rythin% ,rom souv!nirtrink!ts to


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Crnivl*s In)or!tionSyste!s

7omon!nts

n,ormation Syst!ms(S) %rou +# ,u""'tim! !m"oy!!sshor! "us 4# shi-oard S mana%!rs in &har%! o,!na-"in% t!&hno"o%y on -oard*

k!y %u!st mana%!m!nt a"i&ations :S 6 OS ro!rty :ana%!m!nt Syst!ms(:S)

oint o, sa"!s(OS)' &ustom mad! a"i&ation &a""!d $SS

$un Sa"!s syst!m ($SS) So,twar! !na-"in% to r!&ordsa"!s data in out"!ts %u!sts us! to mak! ur&has! i*!* atint!rn!t &a,P sa &asino

Sai"s 6 si%n &ards mod! o, aym!nt on shi


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Cont+

On -oard -i""in% don! usin% $SS*

On arrivin% on ort data down"oad!d -y o!rationsa&&ountin% !rsonn!" ,rom :S and r!ar!


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The Potentil Vlue o)Custo!er "th! !ntir! shi must not -! ,or on"y on! ty! o, !o"!?s!%m!nt-ut must has r!s!n&! o, diI!r!nt ty!s o, !o"!

H5!rim!nt w!r! don! with "oya"ty ro%ram whi&h wi"" -rin%,o""owin% -!n!


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The,uture

h! &omany was %oin% to introdu&!d 1st

shi in th! !!t

8!v!ra%in% -rand>s mark!t "!ad!rshi with hi%h mar%in was sti"" on! o,th! ro-"!m ,or th! &omany

Eow to "!v!ra%! th! su-stantia" a&&!ss to &ustom!r data to -!tt!r

und!rstandin% o, th! &ustom!r ,or %!ttin% ro


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Thn' -ou

Documents

Group 4_CCL Case Facts