Carnival Cruise Lines Marketing Analysis

INTRODUCTION Carnival has enjoyed an extended run as Big Kahuna of the cruise world. The assets of its parent company, Carnival Corporation, are enormous and growing: In addition to its own fleet of 20 ships, Carnival Corp. holds full ownership of Cunard, Seabourn, Costa, Windstar, and Holland America Line -- all told, more than 50% of the North American cruise industry. And, in April 2003, Carnival beat out Royal Caribbean to acquire P&O Princess, adding …

…is the range of products it has to offer to each segment from cheap to luxury cruises and from short to long vacation cruises on a large fleet of ships offering a variety of activities. Carnival ships provide a fantasyland atmosphere (appendix 1)(2) 1.<Tab/>http://www.frommers.com/trip_ideas/cruise/line.cfm?linecd=CARNIVAL&section=nut 2.<Tab/>www.carnival.com 3.<Tab/>