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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.


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