Global Carnival Cruise Lines: Charting a New Brand Course
Dev, Chekitan S.
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.
Carnival; cruise lines; brand environment; brand strategy
Kwortnik, R. J., Jr. (2006). Carnival Cruise Lines: Burnishing the brand [Electronic version]. Cornell Hotel and Restaurant Administration Quarterly, 47(3), 286-300.
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