marketing

RESEARCH ON NCL CRUISE ENTRY IN TO THE ONLINE LUXURY CRUISE

Title .1

Table of contents .2

Executive summary .3

Company and history .4

Situation analysis .5

Market-product focus .6

Analysis of the competition 's current marketing program .7

Conclusions and recommendations .8

Executive summary

During the research of the Norwegian cruise line company , I analyzed the company 's marketing strategies . Out of my research , I found that NCL has been performing poorly comparing to its competitors . There are many

cruise industries dominating the market with the leading cruise to be carnival cruise line and Royal Caribbean . These two companies are actually providing a stiff competition to the NCL Company . I found out that NCL has its marketing strategy that is the Freestyle which has enabled this company to differentiate itself from the other cruises hence enabling it to compete effectively with the other cruises hence enabling it to expand to the online luxury cruise . The overall analysis is that NCL offers a high value service compared to its competitors , it has well organized marketing strategies which has made it to succeed over the years . It has also a wide range of products . Its key competitors include the Carnival and the royal land cruise . In the carnival , this company has 26 of the market share in the cruise industry whereby the gross profit margin increases by 4 .69 .This cruise has been in a position to be a leader in this industry by effectively using its resources and with proper marketing strategies . The company has the objective of promoting the fun ship while adding new activities and entertainment . It also wants to provide cruises in to meet the demands of every vacationer budget and expectations . In to achieve its objectives the company has well structured strategies and is by acquiring new cruise line and building of more ships . Another strategy is provision of high quality services to its guests . Another strategy used is the economies of large scale by increasing the size of the company and this is meant to have the lowest break even point in the industry (Linda , 2000

NCL and history

Norwegian cruise Line Company is a company which actually deals with cruise ships with its headquarters situated at the Miami , Florida . The cruise line company has been successful in developing a profitable niche in the cruise industry , focused around its proprietary concept of Freestyle Cruising ' in a fiercely competitive market and due to its great achievement , the company is now considering entry into the upscale cruise market which is offering more luxury and more personal service Under the free style cruising , you find that there are no sitting arrangements for their meals , no particular set time for those sitting arrangements or any formal attire which is actually required . The Norwegian company out of research is said to have started in the year 1966 and it was started by Knut Kloster and Ted Arison .The Company originally was started with only 830 ton...