Global Carnival Cruise Lines: Charting a New Brand Course
No Access Until
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.
Journal / Series
Volume & Issue
Carnival; cruise lines; brand environment; brand strategy
Number of Workers
Based on Related Item
Has Other Format(s)
Part of Related Item
Link(s) to Related Publication(s)
Kwortnik, R. J., Jr. (2006). Carnival Cruise Lines: Burnishing the brand [Electronic version]. Cornell Hotel and Restaurant Administration Quarterly, 47(3), 286-300.
Link(s) to Reference(s)
Previously Published As
Required Publisher Statement: © Cornell University. Reprinted with permission. All rights reserved.