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Strategic Management Case Study

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A Royal Caribbean International case study for Strategic Management class.

Published in: Business, Travel
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Strategic Management Case Study

  1. 1. Strategic ManagementGary WilsonKim ScruggsSuzanne PageNelly EmersonWesley PeadenRyan Abbot
  2. 2. Company Overview•The Founder•History/Growth•Leadership•Port Location Map•Cruise ShipsMission StatementVision and ValuesSWOT AnalysisExternal Audit•EFE•Financial Strength•Positioning Graph•Competitive Ratio GraphInternal Audit•Organizational Chart•IFE•Income Statement•Balance Sheet•RevenuesStrategic Plan•SWOT MatrixEvaluation•Stock Price Graph•Earnings•DividendsConclusion•Recommendations•StrategiesOverview
  3. 3. The FoundersAnders Wilhelmsen & Company, I.M.Skaugen & Company, and Gotaas Larsen,Norwegian shipping companies (1968)
  4. 4. History & Growth• First vessel was launchedin1970, “SONG OF NORWAY”.• 1970’s & 1980’sRapid GrowthNew Megaships• 1990’s-2000New destinationsName changeDamage control
  5. 5. 2001 and Beyond•New adventures•New shipsHistory & Growth
  6. 6. Royal Caribbean Leadership
  7. 7. Port Location MapAlaskaHawaiiCanada/New EnglandBermudaBahamasCaribbeanPanama CanalSouth AmericaEurope/The MediterraneanDubai/EmiratesAsiaAustralia/New Zealand
  8. 8. Royal Caribbean Cruise ShipsOasis Class•Allure of the Seas•Oasis of the SeasFreedom Class•Freedom of the Seas•Liberty of the Seas•Independence of the SeasVoyager Class•Navigator of the Seas•Adventure of the Seas•Voyager of the Seas•Explorer of the Seas•Mariner of the SeasSovereign Class•Majesty of the SeasRadiance Class•Serenade of the Seas•Brilliance of the Seas•Radiance of the Seas•Jewel of the SeasVision Class•Vision of the Seas•Grandeur of the seas•Rhapsody of the seas•Splendour of the seas•Enchantment of the seas•Legend of the seas
  9. 9. Mission StatementWe always provide service with a friendly greeting and asmile.We anticipate the needs of our customers.We make all efforts to exceed our customersexpectations.We take ownership of any problem that is brought to ourattention.We engage in conduct that enhances our corporatereputation and employee morale.We are committed to act in the highest ethical mannerand respect the rights and dignity of others.We are loyal to Royal Caribbean and Celebrity and strivefor continuous improvement in everything we do.
  10. 10. Vision and ValuesOur vision is to empower and enable ourEmployeesTo deliver the best vacation experience toour Guests,thereby generating superior returns to ourStakeholdersand enhancing the wellbeing of ourCommunities.
  11. 11. SWOT Analysis
  12. 12. Strengths/WeaknessesStrengths•Strong Market Position•Great Brand Recognition•Increasing Revenues•High Customer RatingsWeaknesses•Primarily Viewed as a Luxury Vacation•Recent Competitor Shipwrecks Hurting Demand•High Dependency on High Cost Fuel•Slowing Demand in European Economy
  13. 13. Opportunities/ThreatsOpportunities•Moderate Growth In U.S. Economy (51% Of Ticket Sales Are From U.S.)•Growth Potential In Family Market (4/12/13 Cut Children’s Fares Up To 50%)•New Ship “Quantum Of The Seas” (New Features; 80” Virtual BalconyScreens, Ferris Wheel, Skydiving, Bumper Cars, 4,180 Passengers, Based 7 MilesSouth Of NY City)•Asia (Largest Growth Market With Growing Middle Class And LargePopulation)•Large Portion Of Target Audience (25-40) Haven’t Cruised•77% Of Past Cruisers Plan To Cruise Again In The Next 3 Years•On Pace To Have The Top Five Largest Cruise Ships•Less Than 20% Of The Us Population Have Went On Cruises•First Time Cruisers Frequently Report Exceeded Expectations For Food,Entertainment, Accommodations, And Overall QualityThreats•European Financial Crisis•Rising Fuel Costs•More Efficient Competitors (With Lower Overhead)•Terrorism (Large Groups Of People In A Confined Space)• People Are Becoming More Financially-conscious• Does Not Bode Well For Pricey Recreational Activities
  14. 14. External Audit
  15. 15. EFE
  16. 16. Financial StrengthSource:(http://phx.corporate-ir.net/staging/phoenix.zhtml?c=103045&p=irol-fundRatiosm)Quick Ratio (MRQ) 0.18Current Ratio (MRQ) 0.22LT Debt to Equity (MRQ) (%) 83.89Total Debt to Equity (MRQ) (%) 102.18
  17. 17. Positioning Graph
  18. 18. Competitive Financial Ratio
  19. 19. Internal Audit
  20. 20. Organizational Chart
  21. 21. IFE
  22. 22. Income Statement
  23. 23. Balance Sheet
  24. 24. Revenues
  25. 25. Strategic Formulation
  26. 26. SWOT Matrix
  27. 27. Evaluation
  28. 28. Stock Price Graph
  29. 29. Stock Price Graph cont.
  30. 30. Earnings
  31. 31. Dividends
  32. 32. Conclusion“A satisfied customer is the best business strategy of all.”~Michael LeBoeuf 
  33. 33. Recommendations• Direct target marketing to groups ages 25 to 40.• Continue to monitor corporate governance.• Establish more departure US port locations such asSan Francisco, CA and Mobile, AL.• Develop a cruise to nowhere.• Add more departure ports and destinations in Asiasuch as Hong Kong and Shanghai, China
  34. 34. Strategies• Aggressive approach in marketing to their targetmarket.• Increase partnerships with others in entertainmentindustries.• Intensive market research in Asia includinggovernment regulations.• Improve employee training with emphasis on thecompany’s mission, vision, and code of ethics.• Implement employee incentives to attain industryleader status in customer service.• Improve compliance with national and internationalenvironmental regulations.
  35. 35. Questions
  36. 36. Sources• “The Royal Caribbean International official website”http://www.royalcaribbean.com/home.do• “Royal Caribbean Commercial”http://www.youtube.com/watch?v=RdL9fu_OTh0http://www.youtube.com/watch?v=5VvXw_nIwzg• <http://phx.corporate-ir.net/staging/phoenix.zhtml?c=103045&p=irol-fundRatiosm>• Hoover Royal Caribbean Financial Report

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