The Holiday Cruise Industry has shown an interesting and versatile trend of adaptation to the recent economic downturn and to the transforming global economy. From services marketing to advanced retail and brand management, the fundamental aspects of marketing management govern the way this industry operate and flourish. The recent changes in consumer confidence and geo-demographics of the target markets in this industry certainly make it an interesting sector to investigate as part of this assignment.
The task is divided into three sections and candidates are expected to address all of the followings.
Your task is to identify a Holiday Cruise Company* from the given list and then analyse, evaluate and prepare an individual report addressing the following issues…
• Research, analyse and evaluate the dynamics and trends within the marketing environment of your chosen holiday cruise company [30%]
• Using appropriate sources, discuss the importance of market research, marketing mix(compare with competitor) and service innovation for your chosen holiday cruise company [40%]
• As a newly appointed marketing manager of your chosen holiday cruise company what marketing techniques will you use to increase competitiveness and sustainability of your company? Your suggestions must be inspired by appropriate theories and real-life/academic case studies.use theories such as service quality, brand management etc. [30%]
(use porter 5 forces ,porter value chain, customer relationship management CRM, unique characteristics of service, six-sector service taxonomy etc..)
*You need to choose a holiday cruise company from the list given below otherwise your assignment won’t be considered for the assessment. Your arguments, findings and recommendations should be supported by theories, facts and figures published within academic books, journal articles, recognised business magazines and market intelligence reports.
List of Holiday Cruiselines
1. Norwegian Cruise Lines
3. Royal Caribbean
4. P&O Cruises
5. Disney Cruise Line
6. Star Cruises
7. Thompson Cruises
8. Costa Cruises
9. Holland America Line
The report should include executive summary and when writing the report the writing type should be a third person. adding tables, figures and charts will be great.
*Be aware of the mark distribution.*