. Management Summary
Carnival Cruise Lines (CCL) is the leader of an industry experiencing growth in both capacity and customer base. The company is fiscally sound and positioned to capitalize on the external opportunities.
Currently Carnival and two other large cruise lines, Princess and Royal Caribbean, dominate the industry. Royal Caribbean and Princess are in a position to challenge Carnival's industry leadership using many of the tools and strategies developed by Carnival.
Because consolidation of the industry is occurring, Carnival must reinforce its position as the industry leader. To achieve this goal the company must increase market share, better serve its customers and maintain its low operating cost.
The first place to begin is when the customer buys the ticket. The cruise industry as a whole, and Carnival in particular is victim to an archaic system whereby cruise line customers and Carnival are locked into a system where the travel agent is the middleman.......
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