The World’s Most Popular Cruise Line

Carnival Corporation & plc

Scientific Essay, 2010

10 Pages, Grade: 7.0



1. Introduction
1.1 The Company
1.2 Concept of Strategy

2. Business Planning
2.1 Pestel analysis
2.2 Porter's Five Forces

3. Strategy
3.1 Vision
3.2 Mission Statement
3.3 Goals
3.4 Values

4. Monitoring and evaluating
4.1 Corporate Governance

5. Conclusion
5.1 Recommendations

6. References

1. Introduction

1.1 The Company

Carnival Corporation & plc is a global company that operates in the cruise line industry and is well known for its large brands portfolio. The company serves a vast number of cruisers from many different backgrounds, with diverse purchasing power and expectations towards their time onboard Carnival’s ships.

One of their brands is Carnival Cruise Lines, the corporation’s flagship brand, which started its operations in 1972 with one second-hand ship called Mardi Gras. Nowadays the company has 11 cruise brands, 1 tour operator company and is well positioned in almost all the industry segments. The company’s fleet is composed of 97 ships and other 10 will be built by the end of 2014.

Each ship brand is independent from the other, meaning that each brand has its own structure, like its own sales department, marketing strategies, as well as independent reservations systems. All combined, the company welcomes approximately 8.5 million passengers to its ships annually.

CCL is its symbol listed on both New York and London Stock Exchange. It has been proven to be a profitable company in the tourism industry and its headquarters are located in Miami, USA and London, UK.

1.2 Concept of Strategy

According to Cummings (2003), the word strategy comes from the Greek language and is a combination of the words army and to lead. Carter et al (2008) argues that the word strategy is linked both to the military and business fields and has been used in the second approach since the end of the Second World War when some entrepreneurs started to implement strategic planning in their business.

Another common definition of strategy is from Chandler (1962):

“Strategy can be defined as the determination of the basic long-term goals and objectives of an enterprise, and the adoption of courses of action and the allocation of resources necessary for carrying out these goals.”

Strategy can be seen as a routing guide for the company’s future horizons. Being the company established in a competitive ambience, strategy has been proved to be the correct tool to achieve the leading position in a market.

2. Business Planning

Big projects and most of the businesses require a plan where the expected and not so expected opportunities and obstacles are forecasted, aiming to survive successfully when facing competition. According to Chandler (1962), when environment changes take place, the urge for new strategies emerges and the company is therefore driven by its new structure.

It is known that Carnival Corporation started as a small business, and driven by its founder through his enthusiasm, goals and plans it became an industrial leader. He proved his ambitious when buying the distressed company just after two years of operation. Aiming to be different from the other cruise ships from that time, Carnival gave special attention to the passengers’ needs and was the first cruise line company to provide a more entertaining atmosphere onboard.

In order to have a precise business plan and know where it will be in the future, every company needs a focused concept of the current environment where it operates. Who are the people involved, what is the business concept, what are the opportunities, who are the competitors, what are the keys to success? Once all these questions would probably lead to more questions, a research process should then be started to obtain the answers, according to Cyr (2007).

2.1 Pestel analysis

With a view to scanning the external environment where a firm operates, the Pestel analysis could be used. However, this structure reflects factors that are out of the firm’s control and should be considered threats and/or opportunities in the planning process. Below are some factors for Carnival Corporation:

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2.2 Porter's Five Forces

According to Carter et al (2008), Michael Porter was the most significant strategy theorist and his works showed that “the potential of an organization is determined by the structure of the industry and the market it is operating in”.


Excerpt out of 10 pages


The World’s Most Popular Cruise Line
Carnival Corporation & plc
London School of Marketing
Strategic Business Management and Planning
Catalog Number
ISBN (eBook)
File size
475 KB
world’s, most, popular, cruise, line, carnival, corporation
Quote paper
Bettina Carollo (Author), 2010, The World’s Most Popular Cruise Line, Munich, GRIN Verlag,


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