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gtthrive19-blog · 6 years ago

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The Carn(al)ival

Carnival Cruise Line is an international cruise line with headquarters in Doral, Florida. In 2018 Carnival Cruise Line was estimated to hold an 8.9% share of cruise industry revenue and 22% of passengers. Carnival was the original brand to pioneer the concept of shorter, less expensive cruises. It built the first ship to weigh more than 100,000 tons, as well as the world’s first non smoking ship. Over its 41 years, Carnival Cruise Line has had a checkered past. In its heyday, Carnival was the brand known for innovation, but more recently it has become known for its mega disasters.

In 2013, Carnival’s “Triumph” ship was towed into Mobile, Alabama after almost a week stuck at sea due to an engine fire. The testimonies given by passengers were truly disgusting: Hallways flooded with bags of human waste, there was no air conditioning or running water, and passengers were forced to survive on limited food and water supplies. The brand was belittled and given nicknames associated to the crisis as passengers were forced to relieve themselves in bags.

CNN later learnt that the crew of Triumph had set sail in February with only four of the six generators fully operational, and knew that the company had an ongoing generating fire hazard in ships across its fleets, including Triumph.

The first problem with Triumph was in diesel generator No. 6, the one that ended up catching fire. Starting more than a year before the infamous cruise, the particular generator was overdue for maintenance, often not in compliance with the safety laws of the sea (SOLAS).

The company also famously pointed out that the passengers suing the cruise line were never promised a ‘safe trip’, which did not bode well with the general public. Carnival’s court filing also said “the ticket contract makes absolutely no guarantee for safe passage, a sea worthy vessel, adequate and wholesome food and sanitary and safe living conditions”.

These types of disasters are not unknown to the company. It experienced very similar situations in 1998, 1999 and 2010. It has also had to deal with a number of passengers jumping overboard in hazardous situations. Furthermore, it has been proved that the Carnival Cruise Line emits more SO2 in Europe’s environment than all of Europe’s 260 million cars. They are infamously known for conducting searches in rooms without any validation or proof. There have been multiple claims of trolleys of food including milk, raw meat, pasteurized eggs, cheeses of all kinds being hidden in individual cabins with a few crew members in order to evade health inspections.

Task in Hand

You are the representatives of the Carnival Cruise Line, planning to relaunch a new and ‘fault-free’ Triumph cruise to set sail in the year 2022. The task is to build a new cruise line ship with improved and modern specifications, in a creative and innovative manner. Furthermore, revamp the image of the cruise line in order to regain public trust and support.

Deliverables

· Company Profile and Executive Summary

· Proposed cruise route and feasibility analysis

· New services to be offered on the cruise line and differentiation strategies

· Logo, Mission and Vision statements

· Legal requirements

· Phase wise development stages of the ship to be built

· New safety standards and alarm systems

· Detailed prospective alliance strategies

· 10 year expansion plan

· Competition Analysis, SWOT Analysis

· Defend the previous mishaps by the company

· Strategies to regain the public’s trust

· Prepare a Press Release

· Develop a Client Relationship Management Cell

· Risk management strategies

· Develop marketing strategies (unconventional) for the new cruise line

· Prepare 2 Print ads

· STP Analysis, Market penetration and development plan

· Financials –

o Capital requirement and capital structure

o Detailed cost break up

o Human Resource and Marketing Budget

o Initial year expenditure/Operational expenses

o Shareholding pattern

o Revenue Model

o Projected cash flow statements for 3 years

o Break even point analysis

o Statement of profit and loss for 3 years

o Contingency Plan Budget

o Expansion Plan Cost

· Human Relations Structure –

o Employee on boarding plan

o Employee retention and recruitment strategies

o Detailed organisation structure

o Conflict resolution and grievance redressal system

o Cross cultural work environment

o Employment compensation structure

Provide any other information/creative you deem necessary

Prepare a report of not less than 20 pages and a PPT of not more than 10 slides. Also prepare a 30 second video advertisement for the cruise.

P.S. Creativity has no bounds and is greatly appreciated.

For any doubts, contact Sonia Kalathil - 9819281419

Email your reports to [email protected] by 5:00 am latest.

Carry hard copies of your reports along with you for presentation at 6:05 am to Audi Block 1st Floor.

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