group 4_ccl case facts
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CARNIVAL
CRUISE LINES
Presented By: Group 4
Ayushi Godha (141113)
Jayant Kushwaha (141119)
Nikhat Raj (141130)
Ravi Shankar Rai (141139)
Smit at!" (1411##)
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CRUISE LINES
The Cruise Industry
$ast!st %rowin% &at!%ory in "!isur!'trav!"industry roj!&t!d to s!rv! 10 mi""ion&ustom!rs in 004 &omar!d to on"y 0*#
mi""ion &ustom!rs in 19+0* A "ot o, ot!ntia" &ustom!rs &an -! s!rv!d
as on"y 1./ o, North Am!ri&an mark!t had
!v!r &ruis!d*
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Industry Evolution
n mid 19.0s shi,t!d to "!asur! &ruisin% ,romtransortation*
N!w -i%%!r shis w!r! introdu&!d with &aa&ityo, 1200 to 3200 ass!n%!rs a"on% with a &r!wstr!n%th o, +00 to 100*
h! id!a was to &r!at! a oatin% r!sort with a""am!niti!s "ik! !5oti& dinin% otions &asinos 6-ars %yms 6 sas !t&*
+0 -rands now s!rvin% th! N* Am!ri&an mark!tsin&! 19.0s*
7arniva" 7ororation Roya" 7arri-!annt!rnationa" 8td 6 Star 7ruis! w!r! "!adin%"ay!rs with to 10 ho"din% 9#/ mark!t*
S!%m!nts in &ruis! industry
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Crnivl Cruise Lines
!d Arison start!d &arniva" &ruis! "in!s in 19+*
:ain id!a was to rovid! a ,un'
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The Crnivl Custo!er
3. /' BC3# y!ars 40 /' 3#'## y!ars 4 /'
DC## y!ars
A"" ty!s o, &ustom!rs' $ami"i!s Sin%"!s
Eon!ymoon!rs 6 :u"ti%!n!rationa" ,ami"i!s Av!ra%! in&om! was F .#000
## / w!r! marri!d
romotiona" too"s' Nationa" 7a-"! Adv!rtisin%N!wsa!rs ;ir!&t :ark!tin% rav!" A%!nts
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"istri#utin$ the CrnivlProdu%t
wo main 7hann!"s' rav!" A%!nts 6 ;ir!&t :ark!tin%
Trvel A$ents
ita" -ut !5!nsiv! sa"!s ,or&!
7ommission o, 10 /
HI!&t on ro
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"eliverin$ the CrnivlE(perien%e
h! 7arniva" H5!ri!n&! -!%ins !v!n -!,or! th! &ruis!s!ts sai"
7ustom!rs -ook th!ir r!s!rvation !ith!r throu%ha%!nts or dir!&t"y on"in!
20'90/ %u!sts &om"!t! th!ir r!%istration on"in! andth! r!st do it durin% !m-arkation
r!'&ruis! on"in! si%n'u ,or !5&ursions and saaointm!nts h!"!d th! mana%!m!nt to a"yr!v!nu! mana%!m!nt to in&r!as! ro
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Chllen$es durin$E!#r'tion
Hm-arkation and d!-arkation was a &haoti&ro&!ss* %u!sts w!r! !s&ort!d to a rivat!ar!a ,or !m-arkation
7"!anin% th! rooms as soon as th! %u!sts "!,t
"oadin% tons o, "u%%a%! and ,ood and dir!&tin% toro!r stora%! ,a&i"iti!s was a &ha""!n%!
Lnannoun&!d ins!&tions ,rom th! h!a"th andsa,!ty d!artm!nt rovid!d anoth!r &ha""!n%!
;!"iv!rin% a hi%h!r Mua"ity and a hi%h!r vari!ty!5!ri!n&! to %u!sts was a &ha""!n%! and ariority
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Chnnels o) Revenue
h! shi>s shos so"d !v!rythin% ,rom souv!nirtrink!ts to
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Crnivl*s In)or!tionSyste!s
7omon!nts
n,ormation Syst!ms(S) %rou +# ,u""'tim! !m"oy!!sshor! "us 4# shi-oard S mana%!rs in &har%! o,!na-"in% t!&hno"o%y on -oard*
k!y %u!st mana%!m!nt a"i&ations :S 6 OS ro!rty :ana%!m!nt Syst!ms(:S)
oint o, sa"!s(OS)' &ustom mad! a"i&ation &a""!d $SS
$un Sa"!s syst!m ($SS) So,twar! !na-"in% to r!&ordsa"!s data in out"!ts %u!sts us! to mak! ur&has! i*!* atint!rn!t &a,P sa &asino
Sai"s 6 si%n &ards mod! o, aym!nt on shi
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Cont+
On -oard -i""in% don! usin% $SS*
On arrivin% on ort data down"oad!d -y o!rationsa&&ountin% !rsonn!" ,rom :S and r!ar!
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The Potentil Vlue o)Custo!er "th! !ntir! shi must not -! ,or on"y on! ty! o, !o"!?s!%m!nt-ut must has r!s!n&! o, diI!r!nt ty!s o, !o"!
H5!rim!nt w!r! don! with "oya"ty ro%ram whi&h wi"" -rin%,o""owin% -!n!
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The,uture
h! &omany was %oin% to introdu&!d 1st
shi in th! !!t
8!v!ra%in% -rand>s mark!t "!ad!rshi with hi%h mar%in was sti"" on! o,th! ro-"!m ,or th! &omany
Eow to "!v!ra%! th! su-stantia" a&&!ss to &ustom!r data to -!tt!r
und!rstandin% o, th! &ustom!r ,or %!ttin% ro
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Thn' -ou
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