Carnival Corporation & plc is the world’s leading cruise line. Starting with the vision of Ted Arison, the cruise line has transformed from one ship, Mardi Gras, to a fleet of over 100 ships and still growing. Carnival is a pioneer in the industry and must take steps to ensure that the company continues to be profitable. Facing competition from other leading cruise lines like Royal Caribbean, new strategies need to be formulated to continue dominating the industry. An external and internal audit has been completed noting items that are of concern to Carnival Corporation & plc. Based off of these finding recommendations have been made to improve Carnival’s position in the industry. The three recommendations offered are to restrict capacity growth in the American market, focus on high growth markets and to increase consumer’s awareness of the Carnival’s focus on safety and regulation compliance.
Keywords: Carnival, Ted Arison, capacity growth, growth market, regulation compliance
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