abhishreshthaa
Abhijeet S
Royal Caribbean Cruises Ltd. is a Norwegian / American company based in Miami, Florida. It is the world's second-largest cruise line operator, after Carnival Corporation & PLC. As of March 2009, Royal Caribbean Cruises Ltd. fully owns five cruise lines: Royal Caribbean International, Celebrity Cruises, Pullmantur Cruises, Azamara Club Cruises and CDF Croisières de France, plus has a 50% stake in TUI Cruises.Previously Royal Caribbean Cruises also owned 50% of Island Cruises, but this was sold to TUI Travel PLC in October 2008.
Strengths
1. Strong Brand Positioning
The Royal Caribbean’s share in the market has always been of a greater chunk. Their services and quality has made a special brand positioning in the minds and hearts of their customers.
2. Market leaders
They have always been among the market leaders, despite of the fact that they are 2nd in the cruise business still they have always been on the winning track.
Weaknesses
1. Expenses
As the world is facing the increase in inflation, so does the increase in the expense of the cruise maintenance and staff. The increasing expenses in the cruise can be controlled if things are sorted out in the right time.
2. Marketing decline
Since the decline in marketing has been seen in the company because the awareness in about the brand is so wide-spread that the Royal Caribbean has shown a decline in the marketing area, which has been done in order to decrease the expenses of the cruise.
Opportunities
1. Increase in business
Due to the security reasons in different countries people now prefer not to travel to different countries, instead they decide to go on a cruise instead as it is more safer and reliable than traveling abroad.
2. Increasing Trends
As the trends and the standard of living are increasing, the cruise vacations have also seen a high rise. People tend to plan to go and cruise with family more frequently than they used to go decades back.
3. Increasing facilities
As the cruise travel is gaining more popularity, so more alliances are getting along to provide more and better facilities in the cruise.
Threats
1. Security Reasons
Since 9/11 the security of the world has taken a huge turn. Because of many security reasons, traveling has decreased and if any unfavorable incident happens with a cruise than cruise may also end dramatically.
2. Weather Conditions
Weather has always been the concern in the cruise. Due to global warming, green house effects and CFC gas effect etc. the weather conditions has worsened and the likelihood of storms has drastically increased, which is one major threat for the cruise business.
Strengths
1. Strong Brand Positioning
The Royal Caribbean’s share in the market has always been of a greater chunk. Their services and quality has made a special brand positioning in the minds and hearts of their customers.
2. Market leaders
They have always been among the market leaders, despite of the fact that they are 2nd in the cruise business still they have always been on the winning track.
Weaknesses
1. Expenses
As the world is facing the increase in inflation, so does the increase in the expense of the cruise maintenance and staff. The increasing expenses in the cruise can be controlled if things are sorted out in the right time.
2. Marketing decline
Since the decline in marketing has been seen in the company because the awareness in about the brand is so wide-spread that the Royal Caribbean has shown a decline in the marketing area, which has been done in order to decrease the expenses of the cruise.
Opportunities
1. Increase in business
Due to the security reasons in different countries people now prefer not to travel to different countries, instead they decide to go on a cruise instead as it is more safer and reliable than traveling abroad.
2. Increasing Trends
As the trends and the standard of living are increasing, the cruise vacations have also seen a high rise. People tend to plan to go and cruise with family more frequently than they used to go decades back.
3. Increasing facilities
As the cruise travel is gaining more popularity, so more alliances are getting along to provide more and better facilities in the cruise.
Threats
1. Security Reasons
Since 9/11 the security of the world has taken a huge turn. Because of many security reasons, traveling has decreased and if any unfavorable incident happens with a cruise than cruise may also end dramatically.
2. Weather Conditions
Weather has always been the concern in the cruise. Due to global warming, green house effects and CFC gas effect etc. the weather conditions has worsened and the likelihood of storms has drastically increased, which is one major threat for the cruise business.