cruise ship_not just for grandma and grandpa anymore
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DESCRIPTIONCruise ship_Not just for Grandma and Grandpa anymore. Contents. Overview about cruise ship Cruise lines & Market share Change in cruise ship industry SWOT analyses Conclusion. Cruise ship Industry. - PowerPoint PPT Presentation
Cruise ship_Not just for Grandma and Grandpa anymore
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ContentsOverview about cruise shipCruise lines & Market shareChange in cruise ship industrySWOT analysesConclusion
Cruise ship Industry
A large ship coined in1818, operated out of New York City - the first shipping establishment, offering a scheduled from the U.S. to England.
Until 1975-1980, cruises offered shuffleboard, deck chairs, "drinks with umbrellas and little else for a few hundred passengers." After 1980, they offered increasing amenities. As of 2010, city-sized ships have dozens of amenities.
This industry is now one of the fastest growing sectors of the travel industry.
The global cruise ship industry sees an annual growth of about 7 percent.
There have been nine or more newly-built cruise ships added every year since 2001
Appealing destination to cruise ship.Source: CLIA 2008 Market profile studyThanh Loan
Most appealing destination to cruise ship.Caribbean45%Alaska25%Bahamas25%Hawaii15%Europe9%Panama canal 8%Mexico 8%
The number of passengers in each year (1990-2010)Thanh LoanSource: CLIA 2008 Market profile study
YearNumber of passengers(million)YearNumber of passengers(million)19904,5 20029,2219976,820039,519998,7200410,620008,0200613,820018,4201017,0
Cruise lines &Market shareCuise lineCruise ship industrys market shareCruise liness Capacity Source: CLIA 2008 Market profile studyBattu
Capacity North AmericaRest of worldCarnival126,785 78,517 Royal Carribean89,225 10,247 Louis10,174 Thomson7,153
The combination of an attractive vacation value and marketing buzz surrounding new ship designs will provide opportunity to introduce new cruisers to the cruising experience. This will stimulate market growth for the industry through 2013. The end of 2013 projects passengers carried to reach 21.3 million, a 15.7% increase from 2010
Major competitors and Market share * Total worldwide cruise passenger capacity will increase 6.9% over 2009. * Annualized total passengers carried worldwide in 2010 are estimated at 18.4 million. * The total worldwide cruise market is estimated at $26.8 billion, a 7.4% increase from 2009.Battu
Factors:TitanicFacilities Price Advertising and PromotionCustomer SegmentPort Location
Changes in Cruise ship industry
FactorsTitanic The release of Titanic movie, about a passenger ship that sank somewhat turn out to have a surprising impact towards the demand for cruise vacations, for instance Royal Caribbean experienced their largest booking during the month following the movie release.Facilities New ships were built much bigger and steadier to improve their physical facilities and service include by adding casinos, shopping arcades, theatres, health spas, internet access in every stateroom, suite with private balconies, and even a skating rink.
Factors Price Price were adjusted to the type of cruise, shorter and cheaper cruise were available for price-sensitive customer.
Advertising and Promotion Major sums were devoted to advertising and promotion programs to inform the customer about the type of cruise, the rates and the amenities available.
Customer Segment Ship designs, onboard amenities and activities, food and beverage options, itineraries, and prices were all tailored to specific demographic, social, and lifestyle groups. For instance, P&O Princess launched Ocean Village cruises in the Mediterranean in 2003, targeted at younger couples who enjoy sports and educational activities.Sudiana
Ships were located in more ports around the world - from Southampton in the United Kingdom to Hong Kong, Majorca, Australia, and even Galveston, Texas - to draw passengers from a wider geographic area.
STRENGTHS EXCEPTIONAL VALUE PROPOSITION WIDE APPEAL POSITIVE GUEST DEMOGRAPHICS FAVORABLE SUPPY AND DEMAND BALANCE CONSISTENT MARKET GROWTH
OPPORTUNITIESGlobalization- deterritorializationGrowing middle class in many countries (ASIA)Expanding cruise tours to Asian countriesChanges in consumer perceptions of vacation (cruise ships as a real destination, not ports)Variety of lifestyles- satisfying demands
Cruise ship industry today invests a lot of effort to sustainability
Climate ChangeEnergy ReductionEnvironmental FootprintShipboard Waste ManagementShipboard Wastewater ManagementEnvironmental ComplianceEnvironmental TrainingISO 14001 CertificationsCorporate Governance Health, Environmental, Safety and SecurityEmployee Training and BenefitsSustainability/ Corporate Social Responsibility
Energy reduction (ISO 14001 Environmental Management Systems (EMS):Itinerary and arrival/ departure changesVessel shore power installations (Cold Ironing)Optimization of diesel generator use at sea and in portInstallation of more energy efficient lightingUse of anti-fouling release coating (marine coating) technologyMarko
Heating, Ventilation, and Air Conditioning (HVAC) Control/ AutomationSystemsPeriodic cleaning of propellers and hullsDynamic Trimming Assistant (DTA) systemsEvaporator managementDevelopment of new ships ability to use alternative fuels
Thank you for attention!