SATHID TONGRAK5130112080

M a r k e t i n g S t r a t e g y S i l v e r s e a | 2

M a r k e t i n g S t r a t e g y S i l v e r s e a | 3

table of contents

COMPANY OVERVIEW / 3

MARKETING MIX (4Ps &4Cs) / 4

MARKET DOMINANCE / 5

PORTER GENERIC STRATEGIES / 6

FIVE FORCES MODEL / 7

M a r k e t i n g S t r a t e g y S i l v e r s e a | 4

“EVERY VOYAGE IS A RARE EXPERIENCE.

A JOURNEY TO BE TREASURED.”

— Manfredi Lefebvre D’Ovidio, Chairman

M a r k e t i n g S t r a t e g y S i l v e r s e a | 5

M a r k e t i n g S t r a t e g y S i l v e r s e a | 6

COMPANY OVERVIEW

Type: Private; Silversea Cruises, Ltd (Inc.)

Founded: 1994 by the Lefebvre family of Rome, Italy

Headquarters: Monaco

Industry: Transportation

Products: Cruises

Web site: www.silversea.com

Origin of the product:

“Silversea is recognised as the defining luxury cruise experience. In the early 1990s, the

Lefebvre family conceived and organised this unique, luxury cruise line, pledging to build

and operate the highest quality ships in the ultra-luxury segment and to offer a product

unlike any other. Silversea launched its first ship in 1994, thus creating a new niche for

the ultra-luxury travel market with a class of smaller, purpose-built vessels that could

slip into more exotic ports off the beaten path.”

(Source: About Silversea Cruises, Ltd. — www.silversea.com)

Origin of the company:

Antonio Lefebvre d’Ovidio, the founder of Silversea Cruises, was born in 1913 and was a

maritime lawyer and professor before acquiring cargo ships and ferries in the Adriatic.

He later owned Sitmar Cruises, which was merged with Princess Cruises in 1988.

At the beginning of the 1990s, Lefebvre had a vision for a new type of cruise line — an

ultra-luxury, six-star cruising experience that combined innovation, romance and passion.

That morphed into the founding of Silversea.

M a r k e t i n g S t r a t e g y S i l v e r s e a | 7

MARKETING MIX

In order to determining a product or brand‟s offering or company‟s objectives, four Ps: price,

product, promotion, and place; is one of a business tool used in marketing which in recent times,

the concept of four Cs: consumer, cost, communication and convenience; has been introduced as

a more customer-driven replacement of four Ps.

Definition

The „marketing mix‟ is a set of controllable, tactical marketing tools that work together to

achieve company‟s objectives

4Ps & 4Cs

First P: Product

Silversea Cruises operates five luxury cruise ships and one luxury expedition ship, all built to the

highest standards and with service, dining, and itineraries to match carrying between 296 and

540 guests, the line‟s five cruise ships are the ideal size for luxury including; Silver Cloud, Silver

Wind, Silver Shadow, Silver Whisper and Silver Spirit — not so big that crowds form, not so

small that will make cruiser feel obligated to socialize if they don‟t want to.

The luxury cruise operator also has an expedition vessel, the Silver Explorer, which carries 132

guests, to the Arctic and Antarctic and points between. In year 2013, Silver Galapagos with 100-

passenger vessel will offer socially and environmentally responsible ecotourism to the

Galápagos archipelago, to tap into the rising interest in green tourism.

These elite vessels were specifically designed for fewer guests, more space and the highest levels

of personalised service, delivered by mainly Italian and other European officers overseeing an

international staff while Personalized Voyages provides its guests an option to choose their own

embarkation and disembarkation ports, essentially allowing them to create their own voyages.

M a r k e t i n g S t r a t e g y S i l v e r s e a | 8

Product Timeline

1994 the first ship, Silver Cloud was launched.

1995 the second ship, Silver Wind was launched.

2000 the third ship, Silver Shadow was launched.

2001 the forth ship, Silver Whisper was launched.

2007 the fifth ship, Silver Explorer was launched.

2009 the fifth ship, Silver Spirit was launched.

2012 Silversea acquired Canodros S.A. The purchase of the line also includes the former

Renaissance ship the Galapagos Explorer II and she will be moved into the

Silversea Expeditions brand along with the Silver Explorer.

2013 the sixth ship, Silver Galapagos will be launch.

First C: Customer Solution