Term Paper on "Cruise Line Industry"

Term Paper 8 pages (2085 words) Sources: 1+

[EXCERPT] . . . .

cruise line companies. The writer explores their mission statements and discusses how close they come to meeting it with their products and services. In addition the writer explores the way politics, demographics and economics impact the different companies.

Many people believe that taking a cruise is the ultimate vacation. They do it on their honeymoon, or they wait for that special anniversary and they embark on a vacation set upon the water and advertised as the ultimate getaway on worldwide television channels. For those who have never taken a cruise the process appears to be simple. Call the travel agent, pack some clothes and board ship, however, for those who have been on cruises before, they are aware that there are many different levels, varieties and types of cruises available. Cruise line companies are competing for a small segment of the population and to compete for those customers they have streamlined their goods and services to target specific groups of people. The mission statement of three well-known cruise line companies detail what they hope to accomplish. A close look at the services offered and the company policies illustrate whether they are meeting their mission statement objectives. For the most part the mission statements of Carnival Cruise Lines, Norwegian Cruise Lines and Royal Caribbean Cruise Lines are being met through the services the companies provide.

NORWEGIAN CRUISE LINES

The mission statement for Norwegian Cruise Lines promises to offer unique cruise vacations. The statement also discusses its desire to provide friendly and efficient service from its dedicated and passionate team. All of it is driven by the spirit of determination and innovation according to the company's mission statement

The mission statement does address who the company's customers are going to be in that the cruise line offers something called Freestyle Cruising which allows the customers to decide what type of cruise they will have. While many cruises are structured almost every minute of each day, the freestyle cruise option on Norwegian Cruise Lines allows the customer to determine the speed and intensity of the structure in their cruise.

The mission statement of Norwegian Cruise Lines also addresses the product and services that it offers when it discusses the "unique" aspect of the vacation cruises that it offers. In addition it talks about the friendly and efficient service that will be provided to the customers who board the Norwegian Cruise Line ships.

The mission statement only touches briefly on the technological aspect of the company in its mission statement as it promises innovative service. In today's busy, fast passed world the word "innovative" often relates to the use of the most up-to-date technology.

The markets are not actually addressed within the published mission statement of the company however, concern for survival, growth and profitability are alluded to without actually being discussed as the company attempts to sell the unique features and outstanding service that it promises its customers.

Concern for employees is not something that can be extracted from the company mission statement but the company self-concept is evident in its belief that it has a unique service and product to offer its customers.

CARNIVAL CRUISE LINES

The Carnival Cruise Line has long been known as the more affordable, lower priced line of cruises. Its mission has always been simply. To exceed the customer expectations. The mission statement is different from Norwegian's however in that it also addresses the way it will treat itself and its employees along the way.

In part the mission statement does address the type of customer it wants to attract in that it provides lower fares than most of the other cruise lines that are available.

The statement promises to exceed the customer expectations which is a relatively open ended statement that can incorporate the use of technology, cost saving measures or other things that may or may not exceed the expectations of the customers.

One of the major differences between the Norwegian Cruise Line mission statement and the mission of the Carnival Cruise Lines is that the Carnival Cruise Line mission statement refers not only to the way the customer will be treated but to the way the company and its employees will be treated. It states that if it can stay true to its mission of providing vacation cruises that exceed the expectations of its customers, then it will not only stay true to its customers but also to itself and its employees which in turn will create a more positive atmosphere from which the customers will continue to benefit as they are treated well on their vacation cruise experience.

Technology is not really addressed either in words or ideas during the mission statement of the Carnival Cruise Lines. Self-concept, concern for survival and growth are definitely addressed because of the printed desire to not only benefit the customer but the company with its approach to providing vacation cruises that exceed the customer expectations.

ROYAL CARIBBEAN CRUISE LINES

The mission statement of Royal Caribbean Cruise Lines publicizes its desire to focus its business on family fun and family atmosphere.

The cruise line mission is to focus on family vacations. To this end the company provides an extremely family friendly agenda and structures its cruises around many sports activities that can be enjoyed by all ages. The adults can take part in activities alone or they may decide to have their children join them on some or all of the offered adventures.

The company mission does not address technology, or the treatment of its employees but it is an unstated mission to provide survival and growth by the company in the mission statement's desire to attract family vacation seekers.

The rock climbing, ice skating and two goal basketball courts are just some of the many options made available to the cruise line participants, and they all fit in line with the mission. The company provides services and product that do indeed match what the mission statement declares it wants to do for its customers.

This cruise line caters to the younger set more than the other two do. It offers teen hang out lounges where teens can meet and interact under the supervision of many staff members. It provides a music system and CD collection that is geared to the tastes of the teenage mind while being careful to keep it age and clean appropriate. In addition school aged children are often mesmerized by the video game lounge that is there for their use that included a huge video arcade area where they can play all the games their hearts desire.

All of these offers and amenities dove tail with the company's mission to provide family fun filled vacation packages to their customers.

Overall all three cruise line mission statements allude to their desire to grow and succeed through their statements about the products and services they will offer to their customers.

There are many factors that impact the cruise line industry, in addition to the mission statement, and services of the individual cruise lines. Some of these factors include economics, politics, technology and demographics. As the various tides turn within these elements the cruise lines are impacted either positively or negatively along the way.

Economic elements of the world and the United States have an impact on almost every business industry but are especially effective in impacting the "luxury and service" industries (Billion, 2006).

The North American cruise industry is a valuable driving financial force within the tourist coffers of the continent.

The North American cruise industry generated $32.4 billion into the U.S. economy in 2005, an increase of nearly 8% over 2004, contributing to the economy of every state in the nation. In an annual study commissioned by the International Council of Cruise Lines (ICCL), Business Research and Economic Advisors (BREA) found that the cruise industry supported more than 330,000 jobs nationwide and paid a total of $13.5 billion in wages and salaries to Americans in 2005 (Billion, 2006). Cruise lines, their passengers and crew were responsible for a total of $16.2 billion in direct spending on U.S. goods and services last year -- $1.5 billion, or 10%, more than in 2004 (Billion, 2006). The industry's direct expenditures supported nearly 143,000 jobs and paid $5.2 billion in wages and salaries, an increase of 5.6% and 8.1%, respectively (Billion, 2006). BREA noted that while growth in embarkations was not as robust in 2005, global spending on a per passenger basis rose from $1,553 in 2004 to $1,667 in 2005, up 7.3% (Billion, 2006). "

Weather disruptions, fear of terrorism and other elements often create obstacles for the industry that its marketing departments scramble to overcome and get past each season according to experts.

Direct economic benefits to the United States through the cruise line industry are obvious. There are five direct benefits that include:

Spending by cruise passengers and crew for goods and services associated with a cruise, including travel to the port of embarkation and pre- and post-cruise vacations (Billion, 2006);

Shoreside staffing… READ MORE

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