Disney Cruise Line - Marketing Analysis
For Exhibits, contact me....since they're in excel, and i need to send them to u
Company Background
Combining the best of Walt Disney World with brand new cruise ships, the Disney cruise line creates a combination of the romance of yesteryear with all the comforts of today. Launched in July 1998, the Disney Cruise Line has managed to sustain and create that 'magical experience' that Walt Disney customers have grown to expect and wish for. The Disney Cruise Line currently consists of two vessels, the Disney Magic, and the Disney Wonder that sail throughout the Western and Eastern Caribbean, as well as the Bahamas (Exhibit 1). Presently, the cruise line offers 5 different cruising options, including a 7 day land/sea package, a 3 and 4 night cruise only package to the Bahamas, and either a 7 night Eastern or Western Caribbean itinerary. It is important to note that the Disney Magic is responsible for the 7 night cruises; where as the Disney Wonder is responsible for the 3-4 night cruises to the Bahamas. The 7 night land/sea package is an extraordinary and unique package that Disney offers to its customers, where customers are given the opportunity to spend 3-4 nights at Walt Disney World in Orlando, and then spend the remaining of their time aboard the Disney Wonder. In addition to the islands of the Caribbean, the Disney Cruise Line offers its passengers a private get away for a day of rest and relaxation on its own island in the Bahamas called Castaway Cay. This island is always one of the stops on the Disney Cruise Line itinerary, and provides the passengers with sun drenched beaches, exciting adventures, casinos, and unbelievable shore excursions. The Disney Cruise line has sole rights to this oasis in the Caribbean; no other cruise lines are given access to this island (Exhibit 2).
Designed to resemble the art-deco style of the luxury liners of the early 1900's, these ships combine the charm of old-world luxury sailing with all the technology and amenities
Company Background
Combining the best of Walt Disney World with brand new cruise ships, the Disney cruise line creates a combination of the romance of yesteryear with all the comforts of today. Launched in July 1998, the Disney Cruise Line has managed to sustain and create that 'magical experience' that Walt Disney customers have grown to expect and wish for. The Disney Cruise Line currently consists of two vessels, the Disney Magic, and the Disney Wonder that sail throughout the Western and Eastern Caribbean, as well as the Bahamas (Exhibit 1). Presently, the cruise line offers 5 different cruising options, including a 7 day land/sea package, a 3 and 4 night cruise only package to the Bahamas, and either a 7 night Eastern or Western Caribbean itinerary. It is important to note that the Disney Magic is responsible for the 7 night cruises; where as the Disney Wonder is responsible for the 3-4 night cruises to the Bahamas. The 7 night land/sea package is an extraordinary and unique package that Disney offers to its customers, where customers are given the opportunity to spend 3-4 nights at Walt Disney World in Orlando, and then spend the remaining of their time aboard the Disney Wonder. In addition to the islands of the Caribbean, the Disney Cruise Line offers its passengers a private get away for a day of rest and relaxation on its own island in the Bahamas called Castaway Cay. This island is always one of the stops on the Disney Cruise Line itinerary, and provides the passengers with sun drenched beaches, exciting adventures, casinos, and unbelievable shore excursions. The Disney Cruise line has sole rights to this oasis in the Caribbean; no other cruise lines are given access to this island (Exhibit 2).
Designed to resemble the art-deco style of the luxury liners of the early 1900's, these ships combine the charm of old-world luxury sailing with all the technology and amenities
References: 1.Wiley Publishing. 8 Dec. 2003. Frommer 's. 1 Dec. 2003 . 2.Disney, 3 Dec. 2003. Disney Cruise Line. 27 Nov. 2003 . 3.Stroup, Alex. Mouse Planet Trip Report. 11 Nov. 2003. 1 Dec. 2003. . 4.Jelsoft Enterprises Limited. 29 Sep. 2002. Disney Cruise Trip Report. 25 Nov. 2003. . 5.Travelocity.com LP. 8 Dec. 2003. Disney Cruise Line. 29 Nov. 2003. . 6.Hoover 's Inc. Dec. 2003. Disney Cruise Vacations Inc. 25 Nov. 2003. .