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Royal Caribbean Inc.

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Presentation for International Marketing class, Summer 2010

Presentation for International Marketing class, Summer 2010

Published in: Travel, Business

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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