Cruise Line Case
Case Study: Allure Cruise Line – Challenges of Strategic Growth and Organizational Effectiveness
Who are the “major players” in the North American cruise industry? The “major players” in North America cruise industry are, Carnival, P&O Princess (P&OP), RCC and Star Cruises Group accounted for 69% of capacity in 2002. In 2006, with P&O Princess now part of Carnival, the top three reached over than 79%. In progress the top three “major players” would increase to 81% by 2010. With the emergence of MSC Cruises as a fourth major player which is likely to be placing regular orders from 2010, though, that top three shares is not likely to grow significantly higher by 2015. While Allure Cruise Line is a small North American cruise line, and it currently has three ships in its fleet and is in the process to planning to add new ships and itineraries in the upcoming several years.
What are the business statistics about these “players”? Asset size? Fleet size? Passenger volume? Crew to passenger ratios? Where are they located? Organizational structure? The “major players” in North American cruise industry together they have more than 79% of all.
Carnival is a public company, located in Miami, FL, and founded in 1974 with more than 10,000 employees. Carnival revenue in was about $12,000 (7%) in 2008. Earlier in 2008, it operated 85 cruise ships with 158,352 passenger capacities in North America, Europe, Australia, and New Zealand.
Royal Caribbean Cruises (RCC) is also located in Miami, FL, CA, founded in 1968 by Anders Wilhelmsen & Company shipping company. Currently, RCC has more than 8,500 employees expecting to have annual capacity of 850,000 for next year. RCC had a most successful 2008. Despite an 18% increase in capacity, net revenue yields remained in line with the high levels achieved in 2008 and occupancy increased by 20%. Star Cruise Group is the third largest cruise line in the world, just behind Carnival and Royal companies, and
Who are the “major players” in the North American cruise industry? The “major players” in North America cruise industry are, Carnival, P&O Princess (P&OP), RCC and Star Cruises Group accounted for 69% of capacity in 2002. In 2006, with P&O Princess now part of Carnival, the top three reached over than 79%. In progress the top three “major players” would increase to 81% by 2010. With the emergence of MSC Cruises as a fourth major player which is likely to be placing regular orders from 2010, though, that top three shares is not likely to grow significantly higher by 2015. While Allure Cruise Line is a small North American cruise line, and it currently has three ships in its fleet and is in the process to planning to add new ships and itineraries in the upcoming several years.
What are the business statistics about these “players”? Asset size? Fleet size? Passenger volume? Crew to passenger ratios? Where are they located? Organizational structure? The “major players” in North American cruise industry together they have more than 79% of all.
Carnival is a public company, located in Miami, FL, and founded in 1974 with more than 10,000 employees. Carnival revenue in was about $12,000 (7%) in 2008. Earlier in 2008, it operated 85 cruise ships with 158,352 passenger capacities in North America, Europe, Australia, and New Zealand.
Royal Caribbean Cruises (RCC) is also located in Miami, FL, CA, founded in 1968 by Anders Wilhelmsen & Company shipping company. Currently, RCC has more than 8,500 employees expecting to have annual capacity of 850,000 for next year. RCC had a most successful 2008. Despite an 18% increase in capacity, net revenue yields remained in line with the high levels achieved in 2008 and occupancy increased by 20%. Star Cruise Group is the third largest cruise line in the world, just behind Carnival and Royal companies, and