Case Study Of Royal Caribbean Cruises Ltd

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In the beginning, Royal Caribbean Cruises Ltd. has been an innovative brand. The company started in the year 1968. Royal Caribbean Cruises Ltd. is a global cruise line company that owns and operates three global brands: Royal Caribbean International, Celebrity Cruises, and Azamara Club Cruises. Together, these brands operate a combined total of 49 ships with an additional 13 on order. (Royal Caribbean Cruises, 2018). The company of Royal Caribbean Cruises Ltd. operates diverse itineraries around the world that call on approximately 535 destinations on all seven continents. In this section of the project will attempt to identify the key issues that Royal Caribbean Cruises faces. In addition, this section will identify potential long-term objectives.…show more content…
has three brands under their flag is still not close to having that same ability to be able to compete with that level of differentiation between their products. While this may be true it is still possible for them to go after a more distinct and refined service that targets specific growing markets such as the ever-growing number of their guests being part of the generation known as baby boomers. This demographic of our guests is alone is seeing over 10,000 baby boomers reaching retirement age every day. (The Motley Fool, 2017). This is a great opportunity for Royal Caribbean to create a focused marketing strategy and unique experiences to cater to this distinct market. Our strategy to capitalize on the growing population of baby boomer is to target them through culturally enriching experiences as well as through targeted marketing. Our goal is to increase the number of baby boomer cruising by 20%, starting from the base year of the end of 2018 to January…show more content…
With other companies like Carnival able to control such a large number of ships giving them the best ability and diversification. With this kind of competitive advantage over Royal Caribbean, it is up RCL to start targeting specific growing markets such as the incoming baby boomers. We will accomplish this by creating culturally enriching experiences that studies show there is a growing need in the cruise line industry, especially within that age groups. Royal Caribbean with the help of these long-term objectives has a firm and secure path forward knowing exactly where we are going and how we are going to get

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