Carnival Cruise Lines Marketing Analysis

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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 …

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…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/>