Royal Caribbean Inc.

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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
  • Royal Caribbean Inc.

    1. 1. STRATEGIC MARKETING PLAN<br />Patricia Arenas<br />Fai Charoonsri<br />Shirley Ho<br />DuyguHostan<br />Katharina Ruland<br />Yu Tippayasanti<br />MKT 343<br />Summer 2010<br />
    2. 2. AGENDA<br />Shirley<br />Trish and Katharina<br />Fai<br />Duygu<br />Yuii<br />Trish<br />Katharina<br />Shirley<br />
    3. 3. STRATEGIC MARKETING PLAN<br />
    4. 4. MISSION & BACKGROUND<br />Royal Caribbean Mission Statement<br />We always provide service with a friendly greeting and a smile. <br />We anticipate the needs of our customers. <br />We make all efforts to exceed our customers' expectations. <br />We take ownership of any problem that is brought to our attention. <br />We engage in conduct that enhances our corporate reputation and employee morale. <br />We are committed to act in the highest ethical manner and respect the rights and dignity of others. <br />We are loyal to Royal Caribbean and Celebrity and strive for continuous improvement in everything we do.<br />(Royal Caribbean, 2010)<br />
    5. 5. MISSION & BACKGROUND<br />Vision and Values<br />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. <br />
    6. 6. PROPOSED PROJECT<br />CHINESE COASTAL CRUISELINE<br />Dalian<br />Tianjin<br />Qingdao<br />Shanghai<br />Fuzhou<br />Shenzhen<br />Xiamen<br />Zhanjiang<br />Sanya<br />
    7. 7. Situational Analysis<br />
    8. 8. China’s Tourism industry<br /><ul><li>Ranked 4th among the top ten destinations in the world
    9. 9. 53 million visitors in 2008
    10. 10. Accelerated infrastructure development
    11. 11. Government support and foreign investment</li></ul>$5.4B in tourism<br />$205 billion<br />13% growth<br />Net Worth (end of 2010)<br />
    12. 12. China’s tourism industry<br />
    13. 13. Global Cruise industry<br />
    14. 14. Firm analysis<br />Strengths <br /><ul><li>Second largest cruise company in the world
    15. 15. High global brand awareness
    16. 16. Innovative ship design
    17. 17. Strong relationship with distribution channel
    18. 18. Desirable berthing places
    19. 19. Expanding fleet capacity</li></ul>Weaknesses<br /><ul><li>Rising expenses because of increasing amenities, cost of fuel, food, etc.
    20. 20. Increased liability
    21. 21. Lack of revenue and fleet expansion lower ROI</li></li></ul><li>Firm analysis<br />Opportunities<br /><ul><li>Expanding cruise market in China
    22. 22. Increasing passenger capacity
    23. 23. Renovation of existing ships
    24. 24. Government support
    25. 25. Infrastructure development</li></ul>Threats<br /><ul><li>Fierce competitive landscape
    26. 26. Economic situation negatively impacts consumer’s discretionary income
    27. 27. Increasing fuel prices
    28. 28. Travel restrictions for Chinese residents
    29. 29. Price competition against local direct competitors</li></li></ul><li>Competitive analysis<br />Direct Competitors<br /><ul><li>International cruise lines
    30. 30. River cruises
    31. 31. Highly competitive environment
    32. 32. High capital requirement
    33. 33. Infrastructure development = more competition </li></ul>Indirect Competitors<br /><ul><li>International hotels
    34. 34. Ferries
    35. 35. Airlines</li></li></ul><li>Project concept<br />
    36. 36. Current product offering<br />Asia<br /><ul><li>3 Ports of Departure
    37. 37. 19 Ports of Call
    38. 38. 2-17 days excursions
    39. 39. Areas of interest:
    40. 40. Hong Kong
    41. 41. Singapore
    42. 42. Phuket
    43. 43. Extended on land vacation options</li></ul>Japan<br />South Korea<br />China<br />Taiwan<br />Thailand<br />Pacific Ocean<br />Vietnam<br />Malaysia<br />
    44. 44. Project concept<br />Coastline Cruise<br /><ul><li>3 Ports of Departure
    45. 45. 8 Ports of Call
    46. 46. 3 Itineraries
    47. 47. 3-7 days excursions
    48. 48. Legend of the Seas®</li></ul>Dalian<br />Tianjin<br />Qingdao<br />Shanghai<br />Fuzhou<br />Shenzhen<br />Xiamen<br />Zhanjiang<br />Sanya<br />
    49. 49. Project concept<br />Legend of the seas<br /><ul><li>Capacity: 2,076
    50. 50. Amenities
    51. 51. Casino Royale℠
    52. 52. Themed bars and lounge
    53. 53. Day Spa and Fitness Center
    54. 54. Open atrium Centrum℠
    55. 55. Adventure Ocean® youth facilities
    56. 56. Miniature golf
    57. 57. Indoor/outdoor pool
    58. 58. Conference facilities
    59. 59. Wedding facilities</li></li></ul><li>ITINERARIES<br />Getaway cruise<br /><ul><li>Port of Departure: Shanghai
    60. 60. Ports of Call:
    61. 61. Fuzhou
    62. 62. Xiamen
    63. 63. Land Excursions:
    64. 64. Hong Kong
    65. 65. Shopping
    66. 66. Beaches
    67. 67. April-August</li></ul>Shanghai<br />Fuzhou<br />Xiamen<br />
    68. 68. ITINERARIES<br />Southern coast cruise<br /><ul><li>Port of Departure: Zhanjiang
    69. 69. Ports of Call:
    70. 70. Senya
    71. 71. Shenzhen
    72. 72. Land Excursions:
    73. 73. Beaches
    74. 74. Casinos
    75. 75. March - November</li></ul>Shenzhen<br />Zhanjiang<br />Sanya<br />
    76. 76. ITINERARIES<br />Ultimate china cruise<br /><ul><li>Port of Departure: Tianjin
    77. 77. Ports of Call:
    78. 78. Dalian
    79. 79. Qingdao
    80. 80. Shanghai
    81. 81. Land Excursions:
    82. 82. Cultural Exploration
    83. 83. River Cruise
    84. 84. April - October</li></ul>Dalian<br />Tianjin<br />Qingdao<br />Shanghai<br />
    85. 85. Marketing Strategy<br />
    86. 86. Target Markets<br /><ul><li>Age 30-70 years old
    87. 87. International travelers
    88. 88. Corporations
    89. 89. Chinese middle &upper class
    90. 90. 25-75 years old
    91. 91. Preference for local vacationing
    92. 92. High urban household income (RMB 13,786/p)
    93. 93. High disposable income in coastal areas (RMB 23,623 in Shanghai)</li></li></ul><li>Marketing direction<br />SCOPE<br />GOAL<br />OBJECTIVE<br />
    94. 94. Branding/positioning<br />
    95. 95. Core marketing strategy<br />The Nation of Why Not℠<br /><ul><li>Advertising
    96. 96. Sales Promotion
    97. 97. Public Relations/Media Mention
    98. 98. Sponsorship
    99. 99. E-Communications
    100. 100. E-Newsletter
    101. 101. Brochures
    102. 102. Online ads
    103. 103. Videos
    104. 104. Pictures</li></ul>Creating Awareness<br />Establishing Preference<br />Gaining Market Share<br />
    105. 105. MARKET ACTION PLAN<br />
    106. 106. Product & Price specifications<br />
    107. 107. CRUISE Packages <br />
    108. 108. Distribution channel<br />
    109. 109. MARKETING COMMUNICATION<br />
    110. 110. Marketing communications<br />
    111. 111. marketing communications<br />
    112. 112. LOGISTICS & CONTINGENCY PLAN<br />
    113. 113. Financials<br />
    114. 114. Less than 5% market share by 2012<br />Operational loss in 2012<br />Chinese markets reject products<br />CONTINGENCY PLANS<br />Shift target market to international touristsExit StrategyRefocus on broader Asian destinations<br />- 20% Market share by 3rd 2012- Consider expansion: new itineraries, ports of call, local tours- Expand to more South East Asian locations <br />
    115. 115. - Great opportunity for RCI to expand in China thanks to favorable market conditions<br />-Become the market leader in offering Chinese coastal cruises<br />-Enables RCI to capture the developing Chinese market and strengthen its presence in Asia<br />Conclusion<br />

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