royal caribbean inc
DESCRIPTION
Presentation for International Marketing class, Summer 2010TRANSCRIPT
STRATEGIC MARKETING PLAN
Patricia ArenasFai Charoonsri
Shirley HoDuygu Hostan
Katharina RulandYu Tippayasanti
MKT 343Summer 2010
A G E N D A
Shirley
Katharina
Trish
Yuii
Fai
Duygu
Trish and Katharina
Shirley
STRATEGIC MARKETING PLAN
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.
Sanya
Qingdao
Shenzhen
Zhanjiang
Dalian
Shanghai
Tianjin
Fuzhou
Xiamen
PROPOSED PROJECT
CHINESE COASTAL CRUISELINE
S I T U AT I O N A L A N A LY S I S
CHINA’S TOURISM INDUSTRY
2007 2008 20090
20
40
60
80
100
Tourism ReceiptsGovernment InvestmentForeign In-vestment
$ (B
illio
n)
•Ranked 4th among the top ten destinations in the world•53 million visitors in 2008•Accelerated infrastructure development•Government support and foreign investment
13% growth
Net Worth (end of 2010)
$205 billion$5.4B in tourism
CHINA’S TOURISM INDUSTRY
2006 2007 20080
10,000
20,000
30,000
40,000
50,000
60,000China's International Tourist Arrivals
Intn'l Tourist Arrivals
Intn'l Tourism Receipts
GLOBAL CRUISE INDUSTRY
FIRM ANALYSIS
Strengths Second largest cruise
company in the world High global brand
awareness Innovative ship design Strong relationship with
distribution channel Desirable berthing places Expanding fleet capacity
Weaknesses Rising expenses because of
increasing amenities, cost of fuel, food, etc.
Increased liability Lack of revenue and fleet
expansion lower ROI
FIRM ANALYSIS
Opportunities Expanding cruise market
in China Increasing passenger
capacity Renovation of existing
ships Government support Infrastructure
development
Threats Fierce competitive
landscape Economic situation
negatively impacts consumer’s discretionary income
Increasing fuel prices Travel restrictions for
Chinese residents Price competition against
local direct competitors
COMPETITIVE ANALYSIS
47%
22%
9%
22%
Market Share (%)
Carnival Corporation
Royal Caribbean Cruises, Ltd.
Star Cruises Group
Others
Indirect Competitors•International hotels • Ferries
•Airlines
Direct Competitors•International cruise lines•River cruises•Highly competitive
environment•High capital requirement•Infrastructure
development = more competition
P R O J E C T C O N C E P T
CURRENT PRODUCT OFFERING
Asia• 3 Ports of Departure• 19 Ports of Call• 2-17 days excursions• Areas of interest:
• Hong Kong• Singapore• Phuket
• Extended on land vacation options
Thailand
China
Japan
Taiwan
Vietnam
South Korea
Malaysia
Pacific Ocean
PROJECT CONCEPT
Coastline Cruise• 3 Ports of Departure• 8 Ports of Call• 3 Itineraries• 3-7 days excursions• Legend of the Seas®
Sanya
Qingdao
Shenzhen
Zhanjiang
Dalian
Shanghai
Tianjin
Fuzhou
Xiamen
PROJECT CONCEPT
Legend of the seas• Capacity: 2,076• Amenities
• Casino Royale℠• Themed bars and lounge• Day Spa and Fitness Center• Open atrium Centrum℠• Adventure Ocean® youth
facilities• Miniature golf• Indoor/outdoor pool• Conference facilities• Wedding facilities
ITINERARIES
Getaway cruise• Port of Departure:
Shanghai• Ports of Call:
• Fuzhou• Xiamen
• Land Excursions:• Hong Kong• Shopping• Beaches
• April-August
Shanghai
Fuzhou
Xiamen
ITINERARIES
Southern coast cruise
• Port of Departure: Zhanjiang
• Ports of Call:• Senya• Shenzhen
• Land Excursions:• Beaches• Casinos
• March - NovemberSanya
Shenzhen
Zhanjiang
ITINERARIES
Ultimate china cruise
• Port of Departure: Tianjin
• Ports of Call:• Dalian• Qingdao• Shanghai
• Land Excursions:• Cultural Exploration• River Cruise
• April - October
Qingdao
Dalian
Shanghai
Tianjin
M a r k e t i n g S t r a t e g y
TARGET MARKETS
25-44 45-640
1020304050 46.4
35.835.440.9
Customer Profile
Foreign
Domestic
Age
Perc
enta
ge (%
)
• Age 30-70 years old• International travelers• Corporations • Chinese middle &
upper class• 25-75 years old• Preference for local
vacationing• High urban household
income (RMB 13,786/p)
• High disposable income in coastal areas (RMB 23,623 in Shanghai)
20%27%
33%
20%
Market DistributionInternational
Corporations
Middle Class
Upper Class
MARKETING DIRECTION
SCOPE
GOAL
OBJECTIVE
BRANDING/POSITIONING
CORE MARKETING STRATEGY
The Nation of Why Not℠
• Advertising• Sales Promotion• Public Relations/
Media Mention• Sponsorship• E-Communications• E-Newsletter
• Brochures• Online ads• Videos• Pictures
Creating Awareness
Establishing Preference
Gaining Market Share
M A R K E T A C T I O N P L A N
PRODUCT & PRICE SPECIFICATIONS
Stateroom /Packages
Interior Outside Balcony Deluxe Suites
Getaway Cruise
$220 $350 $420 $500
Southern Coast Cruise
Tour
$510 $600 $720 $800
Ultimate China Cruise
$820 $900 $1020 $1200
CRUISE PACKAGES
DISTRIBUTION CHANNEL
M A R K E T I N G C O M M U N I C AT I O N
MARKETING COMMUNICATIONS
MARKETING COMMUNICATIONS
L O G I S T I C S & C O N T I N G E N C Y P L A N
FINANCIALS
20102011
2012-5
0
5
10
15
20
CostRevenueGrowth
CONTINGENCY PLANSLess than 5% market share by 2012
Operational loss in 2012Chinese markets reject products
- 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