caseforest
ORDER NEW SOLUTIONS
 
     
Royal Caribbean Cruise Line Ltd
 
Introduction:

    In 1968, Royal Caribbean Cruise Line was founded with one ship.  Over the next twenty-five years RCCL has expanded its fleet to 29 ships, with 2 more ships being built.  RCCL has made its way in the cruise industry as one of the top three cruise lines.  Over the past 5-7 years RCCL has experienced some problems with the external environment.  These and other factors have placed RCCL in a situation of future organizational uncertainty.  The time of this case is 2004.

Current Mission, Goals, & Strategy:

    RCCL markets 3-17 day cruise vacations to over 160 destinations.  Their current #1 goal is to provide the highest level of service and the best vacation experience on land and sea.  RCCL is currently engaged in a capital expansion program, by drawing revenue growth through the purchase of new and larger ships.  These new and larger ships will be the largest cruise ships in service.  Each ship will have a new variety of innovative design features.  RCCL's international marketing team is focused on active adults and families interested in exploring new destinations.  "Get Out There" campaign was launched in 2000.  This campaign was designed to reposition the brand dispel consumer misperceptions of cruising and generate increased demand for Royal Caribbean.

Internal Analysis:  See Attached IFEM

RCCL is a STRONG company internally with an IFEM score of 2.94.

Finance:

    RCCL is weak financially.  This is due to the experience in weaker margins due to the pricing pressures caused by a weak U.S. economy, traveler safety concerns, and increasing capacity.  RCCL has a LT debt-to-equity ra ...
 
Please login to view the full paper
Word (s) : 1004
Pages (s) : 5
View (s) : 305
Rank : 0
   
Report this paper
 
Ease You MBA Workload By
» Becoming Our Member» Ordering a Solution To Case     Study That You Cannot Find     Anywhere
 
 
» Forgot Password?
» Create an account. click here
 
 
Your search for case study solution ends here. If you don’t find the solution here, then probably you will not find it anywhere in the internet.
 
 
Order New Solution

Want a brand new solution for the case study? We have got it all right here.
Recent Topics
New Entries
Most Recent Request
Join Now
Ease your MBA workload and get more time for yourself