Current Situation
HOME Carnival Corporation is in the enviable position of being the largest, most profitable, and most popular cruise line in the world.  With a commitment to leadership, innovation, value, and quality, Carnival offers cruise vacations that appeal to a wide variety of lifestyles and budgets, and sail to some of the world's most exciting destinations.  Through acquisitions and alliances, Carnival has built up an impressive fleet of ships that sail the world, as well as interests in hotel operations, motor coaches, rail cars, and excursion vessels in Alaska and the Canadian Yukon.

Carnival's commitment to leadership is demonstrated by the number of "firsts" in the industry.
   *  First cruise line to carry over one million passengers in a single year.
   *  First cruise line to carry over five million passengers by fiscal 1994.
   *  First modern cruise operator to use multimedia advertising promotions.
   *  First cruise operator to use television for marketing to reach a broader market.
   *  Established the theme of "Fun Ship" cruises, primarily promoting the ship as the destination
       and ports of call as secondary.

Carnival positions its products from its belief that the cruise market actualy comprises three primary segments with different passenger demographics, passenger characteristics, and growth requirements.
   *  Contemporary -- served by Carnival ships for cruises that are seven days or shorter and feature
       a casual ambience.
   *  Premium -- served by Holland America and Costa ships for cruises that are seven days and longer
       and appeal to more affluent consumers.
   *  Luxury -- served by Seabourn, Cunard,  and Windstar ships for more experienced cruisers with
       sailings of seven days and longer.

The cruise industry expects to see further consolidation through mergers and buyouts, as evidenced October 26, 2002, with the acceptance of Carnival's offer to purchase Princess Cruises.  Both Carnival (#1 in the industry) and Royal Caribbean (#2 in the industry) were vying for this #3 cruise line.

Carnival's goal is to remain #1 in the volatile travel and vacation industries by promoting cruises as an alternative to land-based vacations.  Increasing berth capacity has been met with slower growth in demand so innovative means are necessary to fill cabins without resorting to "price wars", which would adversely affect all of the cruise lines.
Company Overview
Current Situation
Objectives/Goals
Family of Companies
Executives / Board
Environmental Analysis
Industry Trends
Environmental Factors
Internal/Financial Analysis
Corporate Strategy
Competitive Strategy
Analysis of Strategy
Future Strategy Options
Recommended Strategy
Strategy Implementation
The Love Boat
References/Sources
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