Norwegian Cruise Line Holdings LtdCompany analysisExam

Norwegian Cruise Line Holdings Ltd.
Company analysis

Exam report in Introduction to Management Studies

Bsc SeM
Group 3 XB A
Rikke Michelle Maibirk – 200792-2070
Josefine Elizabeth Bergenstof Laub – 310893-2200

Supervisor: Kasper Teilmann

October 10th, 2014
Copenhagen Business School, 2014

The report consist of 36.298 characters on 16 pages

Index
1. Introduction 3
1.1. Report structure 3
1.2. Delimitations 3
1.3. Empirical sources 3
2. Foundation of NCLH 4
2.1. Imprint hypothesis 4
3. Organizational structure development 5
4. Growth of NCLH 7
4.1. Vertical boundaries 8
4.2. Core competence 8
4.3. Horizontal boundaries 8
4.4. Diversification 9
5. VRIN analysis 9
6. Porters Five Forces 10
6.1. The cruise industry 10
6.2. Competition in the cruise industry 10
6.3. Treats of new entrants 11
6.4. Bargaining power of suppliers 11
6.5. Bargaining power of buyers 12
6.6. Treats of Substitution 12
6.7. Rivalry among existing competitors 13
7. Position in the life cycle model 13
8. Summary of industry analysis 13
9. SWOT analysis 14
10. Strategy 15
11. Conclusion 16
12. References 18

1. Introduction
1.1 Report structure
This company analysis is about Norwegian Cruise Line Holdings Ltd., which in the report will be referred to as NCLH. NCLH is a cruise operation company, based in Miami, FL.
In order to analyze the company, we will start by looking at the foundation of the firm, in order to identify the imprinting forces. Then we are going to use Greiners phase model and Mintzbergs configurations theories in order to analyze the organizational and structural changes in NCLH.
Next order of business is the growth of the firm, where we aim to identify the vertical and horizontal integrations made in NCLH. Moreover we will look into Goolds diversification theories, and the core competence theory of Prahalad.
NCLHs

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