Carnival Cruise

In: Business and Management

Submitted By angie1289
Words 886
Pages 4
Carnival Cruise Lines is the largest cruise company in North America and carries over 700,000 passengers over a week. Carnival has captured the "fun" psychographic and has a strong reputation for an enjoyable, relaxed cruise. Furthermore, Carnival has a strong market expansion strategy for selling the mass-market cruise category and first-time cruisers. They have a clear vision and knowledge about the industry and a commitment to their brand essence. Because of their strong brand image they are able to achieve double-digit growth in the industry. One area that Carnival needs to improve upon in order to stay competitive within the industry is information technology. Carnival has a large IS group, but the focus has been on maintenance and operations of the existing infrastructure. They had trouble figuring out who to market and using data they had gathered from customers, they could figure out where to focus their energy. One of the issue of Carnival was that they felt like they didn’t need to be the IT innovator but they need to keep up with their competition.
Carnival’s management had been discussing what strategy to use in order to get a better understanding of their customers and how to make them loyal to the cruise line. One option was to use CRM software. CRM had been a fad that had recently swept the industry, but due to Carnival's conservative stance toward IT they decided not to implement it. I think that CRM could help Carnival gather and analyze customer data in order to gain new customers and keep existing customers. However, I don't think that Carnival is at a point yet that CRM software would be a great benefit to them. CRM is very expensive and time consuming to implement. There are several things that Carnival needs to do in order to prepare for CRM. First, they need to build out their IT team. Currently, they only have one employee focusing on…...

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