This document outlines a strategic marketing plan for Royal Caribbean to launch coastal cruises in China. It proposes three cruise itineraries along China's coastline, departing from Shanghai, Zhanjiang, and Tianjin. The target markets are international travelers and China's growing middle and upper classes. The marketing strategy focuses on branding, advertising, promotions, and partnerships to raise awareness and gain market share among these target groups. Contingency plans are also discussed in case the Chinese markets reject the new coastal cruise products.

1. STRATEGIC MARKETING PLANPatricia ArenasFai CharoonsriShirley HoDuyguHostanKatharina RulandYu TippayasantiMKT 343Summer 2010

2. AGENDAShirleyTrish and KatharinaFaiDuyguYuiiTrishKatharinaShirley

3. STRATEGIC MARKETING PLAN

4. MISSION & BACKGROUNDRoyal Caribbean Mission StatementWe 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 & BACKGROUNDVision and ValuesOur 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 PROJECTCHINESE COASTAL CRUISELINEDalianTianjinQingdaoShanghaiFuzhouShenzhenXiamenZhanjiangSanya

7. Situational Analysis

8. China’s Tourism industryRanked 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 billion13% growthNet Worth (end of 2010)

12. China’s tourism industry

13. Global Cruise industry

14. Firm analysisStrengths 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 capacityWeaknessesRising expenses because of increasing amenities, cost of fuel, food, etc.

20. Increased liability

21. Lack of revenue and fleet expansion lower ROIFirm analysisOpportunitiesExpanding cruise market in China

22. Increasing passenger capacity

23. Renovation of existing ships

24. Government support

25. Infrastructure developmentThreatsFierce 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 competitorsCompetitive analysisDirect CompetitorsInternational cruise lines

30. River cruises

31. Highly competitive environment

32. High capital requirement

33. Infrastructure development = more competition Indirect CompetitorsInternational hotels

34. Ferries

35. AirlinesProject concept

36. Current product offeringAsia3 Ports of Departure