Royal Caribbean Inc.

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Presentation for International Marketing class, Summer 2010

Presentation for International Marketing class, Summer 2010

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  • Chinese locals prefer to go on holiday within their own countryHigh urban income- RMB 13,786/ per headCoastal populations have high disposable incomeDomestic tourists who do not meet the RMB capital requirement (RMB 300,000 or approximately US$44,000) are restricted from traveling outside the country

Transcript

  • 1. STRATEGIC MARKETING PLAN
    Patricia Arenas
    Fai Charoonsri
    Shirley Ho
    DuyguHostan
    Katharina Ruland
    Yu Tippayasanti
    MKT 343
    Summer 2010
  • 2. AGENDA
    Shirley
    Trish and Katharina
    Fai
    Duygu
    Yuii
    Trish
    Katharina
    Shirley
  • 3. STRATEGIC MARKETING PLAN
  • 4. MISSION & BACKGROUND
    Royal Caribbean Mission Statement
    We always provide service with a friendly greeting and a smile.
    We anticipate the needs of our customers.
    We make all efforts to exceed our customers' expectations.
    We take ownership of any problem that is brought to our attention.
    We engage in conduct that enhances our corporate reputation and employee morale.
    We are committed to act in the highest ethical manner and respect the rights and dignity of others.
    We are loyal to Royal Caribbean and Celebrity and strive for continuous improvement in everything we do.
    (Royal Caribbean, 2010)
  • 5. MISSION & BACKGROUND
    Vision and Values
    Our vision is to empower and enable our Employees To deliver the best vacation experience for our Guest, thereby generating superior returns for our Shareholders and enhancing the well-being of our Communities.
  • 6. PROPOSED PROJECT
    CHINESE COASTAL CRUISELINE
    Dalian
    Tianjin
    Qingdao
    Shanghai
    Fuzhou
    Shenzhen
    Xiamen
    Zhanjiang
    Sanya
  • 7. Situational Analysis
  • 8. China’s Tourism industry
    • Ranked 4th among the top ten destinations in the world
    • 9. 53 million visitors in 2008
    • 10. Accelerated infrastructure development
    • 11. Government support and foreign investment
    $5.4B in tourism
    $205 billion
    13% growth
    Net Worth (end of 2010)
  • 12. China’s tourism industry
  • 13. Global Cruise industry
  • 14. Firm analysis
    Strengths
    • Second largest cruise company in the world
    • 15. High global brand awareness
    • 16. Innovative ship design
    • 17. Strong relationship with distribution channel
    • 18. Desirable berthing places
    • 19. Expanding fleet capacity
    Weaknesses
    • Rising expenses because of increasing amenities, cost of fuel, food, etc.
    • 20. Increased liability
    • 21. Lack of revenue and fleet expansion lower ROI
  • Firm analysis
    Opportunities
    • Expanding cruise market in China
    • 22. Increasing passenger capacity
    • 23. Renovation of existing ships
    • 24. Government support
    • 25. Infrastructure development
    Threats
    • Fierce competitive landscape
    • 26. Economic situation negatively impacts consumer’s discretionary income
    • 27. Increasing fuel prices
    • 28. Travel restrictions for Chinese residents
    • 29. Price competition against local direct competitors
  • Competitive analysis
    Direct Competitors
    • International cruise lines
    • 30. River cruises
    • 31. Highly competitive environment
    • 32. High capital requirement
    • 33. Infrastructure development = more competition
    Indirect Competitors
  • Project concept
  • 36. Current product offering
    Asia
    Japan
    South Korea
    China
    Taiwan
    Thailand
    Pacific Ocean
    Vietnam
    Malaysia
  • 44. Project concept
    Coastline Cruise
    • 3 Ports of Departure
    • 45. 8 Ports of Call
    • 46. 3 Itineraries
    • 47. 3-7 days excursions
    • 48. Legend of the Seas®
    Dalian
    Tianjin
    Qingdao
    Shanghai
    Fuzhou
    Shenzhen
    Xiamen
    Zhanjiang
    Sanya
  • 49. Project concept
    Legend of the seas
    • Capacity: 2,076
    • 50. Amenities
    • 51. Casino Royale℠
    • 52. Themed bars and lounge
    • 53. Day Spa and Fitness Center
    • 54. Open atrium Centrum℠
    • 55. Adventure Ocean® youth facilities
    • 56. Miniature golf
    • 57. Indoor/outdoor pool
    • 58. Conference facilities
    • 59. Wedding facilities
  • ITINERARIES
    Getaway cruise
    Shanghai
    Fuzhou
    Xiamen
  • 68. ITINERARIES
    Southern coast cruise
    Shenzhen
    Zhanjiang
    Sanya
  • 76. ITINERARIES
    Ultimate china cruise
    Dalian
    Tianjin
    Qingdao
    Shanghai
  • 85. Marketing Strategy
  • 86. Target Markets
    • Age 30-70 years old
    • 87. International travelers
    • 88. Corporations
    • 89. Chinese middle &upper class
    • 90. 25-75 years old
    • 91. Preference for local vacationing
    • 92. High urban household income (RMB 13,786/p)
    • 93. High disposable income in coastal areas (RMB 23,623 in Shanghai)
  • Marketing direction
    SCOPE
    GOAL
    OBJECTIVE
  • 94. Branding/positioning
  • 95. Core marketing strategy
    The Nation of Why Not℠
    Creating Awareness
    Establishing Preference
    Gaining Market Share
  • 105. MARKET ACTION PLAN
  • 106. Product & Price specifications
  • 107. CRUISE Packages
  • 108. Distribution channel
  • 109. MARKETING COMMUNICATION
  • 110. Marketing communications
  • 111. marketing communications
  • 112. LOGISTICS & CONTINGENCY PLAN
  • 113. Financials
  • 114. Less than 5% market share by 2012
    Operational loss in 2012
    Chinese markets reject products
    CONTINGENCY PLANS
    Shift target market to international touristsExit StrategyRefocus on broader Asian destinations
    - 20% Market share by 3rd 2012- Consider expansion: new itineraries, ports of call, local tours- Expand to more South East Asian locations
  • 115. - Great opportunity for RCI to expand in China thanks to favorable market conditions
    -Become the market leader in offering Chinese coastal cruises
    -Enables RCI to capture the developing Chinese market and strengthen its presence in Asia
    Conclusion