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
STRATEGIC MARKETING PLAN Patricia Arenas Fai Charoonsri Shirley Ho DuyguHostan Katharina Ruland Yu Tippayasanti MKT 343 Summer 2010
AGENDA Shirley Trish and Katharina Fai Duygu Yuii Trish Katharina Shirley
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)
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.
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
- 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