Carnival Cruise Lines is the market leader in the low-price cruise market. Carnival achieved this position by emphasizing onboard activities, targeting a relatively young cruiser, using extensive television advertising, and focusing on the travel agent as its channel of distribution. As a result of industry growth, new companies have entered the business and existing lines have added ships. Currently, Carnival controls 24 per-cent of the berth space in the North American market. This commentary on Professor Robert Kwortnik’s case offers nearly a dozen opportunities for Carnival management to strengthen its position—notably, paying attention to the market’s changing demo-graphics and considering expanded marketing opportunities, including operating land-based resorts.
Dev, C. S. (2006). Global Carnival Cruise Lines: Charting a new brand course. Cornell Hotel and Restaurant Administration Quarterly, 47(3), 301-308. doi:10.1177/0010880406289319