Cunard Line, Ltd.
HBSP # 9-594-046
1. In light of the difficult economic and competitive conditions, should Canard use a more “sale-oriented” format with more emphasis on price?
2. What is your recommendation to Cunard regarding the balance in the focus of marketing communications between the overall Cunard image and the image of the ships?
3. What marketing communications tools should receive heavy and light emphasis? Why? Specifically, what about direct marketing?
4. What effects do you expect the impending organizational change to have on marketing communications at Cunard?
5. How would you prioritize and address the challenges facing Leslie at the close of the case?
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