Cost Leadership
Early on, Carnival began to change the normal marketing approach to the cruising vacation. They assembled and offered reasonably priced vacation packages that included both the cost of the cruise and airfare. This cost leadership strategy has successfully attracted the first-time and younger passengers who previously would not have considered a cruise as a viable vacation option. Now, going on a cruise is a feasible vacation option for the average person. Per-diem rates are very comparable to other non-cruise vacation packages. This low-cost competitive business strategy has paid off for Carnival, attracting the previously untapped middle-class market and exemplifying their ongoing commitment on focusing on the broad target of the competitive scope (Keeffe et al, p. 17-3).
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Carnival's Strategies
Differentiation
Major Competition
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