Case Study: Carnival Corporation & Plc
Carnival Corporation & plc (Carnival) is one of the leaders in the global cruise industry (Carnival Corporation & plc, 2016). As we develop our business plans to venture into wellness tourism, staying relevant is a key consideration due to the ever-changing tourism industry. One way to stay relevant is to align ourselves with the current trends. As the Business Development Executive in Carnival, I have identified two trends – the increasing demand for wellness tourism in Asia (SRI International, 2014) and rising demand for a personalized service experience. It is important that these trends are incorporated in our business plans for Carnival to allocate its resources in the respective areas of potential growth, obtain market share, gain greater revenue and stay ahead of the game. We …show more content…
While we aspire to capitalize on the increasing demand for wellness tourism in Asia, there are many hard-to-reach places in Asia as they remain landlocked. Instead, Carnival should focus on countries such as Japan and China first where there is significantly more demand for wellness cruises (Cruise Lines International Association, 2016; SRI International, 2014). Also, while the increasing demand for digital personalized service experience appears promising, there are research and development costs associated with this expansion. Though such costs may be high, Carnival has seen double-digit returns on investment since 2014 (Carnival Corporation & plc, 2016) and will be able to afford it. Keeping these potential limitations in mind, it is important for us to adopt a business plan to ride on these two trends. Hence, Carnival Corporation & plc can look at revamping some of its cruises according to a wellness theme – where facilities and destinations are wellness related and integrate a fully customizable program for each passenger on board using wearable
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