Disney Cruise Line Marketing Analysis

5434 words - 22 pages

For Exhibits, contact me....since they're in excel, and i need to send them to uCompany BackgroundCombining the best of Walt Disney World with brand new cruise ships, the Disney cruise line creates a combination of the romance of yesteryear with all the comforts of today. Launched in July 1998, the Disney Cruise Line has managed to sustain and create that 'magical experience' that Walt Disney customers have grown to expect and wish for. The Disney Cruise Line currently consists of two vessels, the Disney Magic, and the Disney Wonder that sail throughout the Western and Eastern Caribbean, as well as the Bahamas (Exhibit 1). Presently, the cruise line offers 5 different cruising options, including a 7 day land/sea package, a 3 and 4 night cruise only package to the Bahamas, and either a 7 night Eastern or Western Caribbean itinerary. It is important to note that the Disney Magic is responsible for the 7 night cruises; where as the Disney Wonder is responsible for the 3-4 night cruises to the Bahamas. The 7 night land/sea package is an extraordinary and unique package that Disney offers to its customers, where customers are given the opportunity to spend 3-4 nights at Walt Disney World in Orlando, and then spend the remaining of their time aboard the Disney Wonder. In addition to the islands of the Caribbean, the Disney Cruise Line offers its passengers a private get away for a day of rest and relaxation on its own island in the Bahamas called Castaway Cay. This island is always one of the stops on the Disney Cruise Line itinerary, and provides the passengers with sun drenched beaches, exciting adventures, casinos, and unbelievable shore excursions. The Disney Cruise line has sole rights to this oasis in the Caribbean; no other cruise lines are given access to this island (Exhibit 2).Designed to resemble the art-deco style of the luxury liners of the early 1900's, these ships combine the charm of old-world luxury sailing with all the technology and amenities that Walt Disney is famous for. Each cruise liner has the capacity of 1,750 passengers and a crew of 945 employees and consists of 880 staterooms.Disney has done its utmost best in trying to create 'not just another cruise line' by offering unique amenities and features that other cruise lines do not. The Disney Cruise Line offers incredible onboard activities, designed for cruisers of all ages, sometimes separately and sometimes jointly with one another. Onboard guests will find a different Broadway-style theatrical production each night of the cruise, in addition to first-run films and Disney character appearances. Innovative venues designed for families include a family nightclub, deck parties, and a family pool. There is an open-air deck which hosts celebrations every night and different dining experiences take place every night. Unique dining experiences include casual and elegant restaurants, a buffet, cocktail and snack bars, and an Italian restaurant just for adults. The ship offers...

Find Another Essay On Disney Cruise Line - Marketing Analysis

Walt Disney Company Essay

4268 words - 17 pages theme parks on three continents with an 11th park currently under construction in Hong Kong. The most famous of the Disney parks include Disneyland Resort in California, Walt Disney World Resort in Florida, Tokyo Disney Resort and Disneyland Resort Paris. Disney Parks and Resorts also operate Disney Cruise Line, Disney Vacation Club, Disney Regional Entertainment and Mighty Ducks/Disney ICE. Disney Regional Entertainment runs eight ESPN Zone

Carnival Corporation Case Study

1349 words - 5 pages casino gambling, bar sales, gift shops, arcades, spa services, and photo/art sales.Carnival Corporation's mission statement is to provide an alternative to traditional vacations by offering quality cruise packages that target customers of every age.Carnival's major competitors include Norwegian Cruise Lines, P&O Princess Cruises, Royal Caribbean Cruises, Disney Cruise Line, and Celebrity Cruises. Some other competitors in the cruise line

EuroDisney Global Markets

2512 words - 10 pages magic. The following paragraphs will discuss in detail both the positive and negative actions Disney took to expand in the European market.2. Positive Action StepsAfter a SWOT Analysis of the Euro Disney market entry there are many excellent steps Disney took to make the Paris theme park a success. When determining what critical action steps were properly taken it is important to look at the strengths and opportunities Disney pursued when

A Look at the Affects of the Cruise Industry on Economics, Environment and Society.

2516 words - 10 pages out an environmental report card which ranked the top ten cruise lines, including the popular Royal Caribbean and Disney Cruises who both were graded with an F. The top grade was given to Holland American Line, only scoring a B, Norwegian Cruise Lines and Princess Cruises were not far behind with final grades of B-(Hipple, 2010). Despite these poor scores of our top cruise lines the industry is changing, on average vessels have spent two million

EuroDisney: First 100 Days

635 words - 3 pages sizable market share. Euro Disney is in the same industry of entertainment such as cruise lines, so substitute products are moderate; consumers may opt to visit the French Riviera, or take a cruise.In order to obtain a full review or case study on a particular company, a SWOT analysis must be performed. The research of a company?s strengths, weaknesses, opportunities, and threats will allow the consumer or investor to better understand where the

Walt Disney Company Report

6883 words - 28 pages , including parks, hotels, vacations units, retail products, dining, and entertainment, sports and conference complex. In the last years golf courses, recreational facilities and water parks have been added into this division. One of the main streams of revenues is the Disney Cruise Line. This business line was a significant growth revenues driver before the 2008 Financial Crisis; however the company is still striving to keep this business alive

Royal Caribbean Cruise Line LTD

986 words - 4 pages Introduction:      In 1968, Royal Caribbean Cruise Line was founded with one ship. Over the next twenty-five years RCCL has expanded its fleet to 29 ships, with 2 more ships being built. RCCL has made its way in the cruise industry as one of the top three cruise lines. Over the past 5-7 years RCCL has experienced some problems with the external environment. These and other factors have placed RCCL in a situation of future organizational

Walt Disney Company Case Study

1551 words - 6 pages Products and Internet & Direct Marketing as distibution channels for Disney?s Studio Entertainment products. Some business lines, like Media Networks with tv stations and cable networks, obviously also serve other purposes than just to promoting the Disney brand, and therefore the classification into horizontal and vertical is not clearcut. The Theme Parks & Resorts and Consumer Products main purpose is to work as a ?promoting and distribution? channel

The Walt Disney Company- Entertainment King

9475 words - 38 pages made. To bolster the film business, Disney created Buena Vista Distribution in 1953, ending a 16-year-old distribution agreement with RKO. By eliminating distribution fees, Disney could save one-third of a film's gross revenues. And to further improve the bottom line, Disney avoided paying exorbitant salaries by developing the studio's own pool of talent. Administrator Textbox Do N ot Co py or Po st This document is authorized for use only by Ali

The Walt Disney Company: The Art Of Brand Building Keeps Disney Center Stage

1690 words - 7 pages , broadband, and wireless subscription services. (13) Disney’s Studio Entertainment segment produces and/or acquires animated and live-action films, musical recordings, live stage plays, and animated television products. (14) Walt Disney Parks and Resorts includes the company’s theme park and resort operations (e.g., Walt Disney World, Disneyland, and the Disney Cruise Line) and ESPN Zone sports-themed restaurant, among others. Walt Disney Parks and


1996 words - 8 pages television and radio industry. In 1998, Disney further expanded its reach by launching its first cruise ship, the Disney Magic. A further expansion to Walt Disney World was the opening of Animal Kingdom, also in 1998.Key Issues in the CaseThe case covers four key issues other than the management of Michael Eisner. These issues are the revitalization of TV and movies, expanding into new businesses, regions, and audiences, maximizing theme park

Similar Essays

Carnival Cruise Lines Marketing Analysis

1185 words - 5 pages INTRODUCTIONCarnival 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

Disney: Marketing Analysis

6588 words - 26 pages this paper stresses on only one strategic business unit of Walt Disney, Parks and Resorts, the following discussion of the elements of marketing mix will be with respect to this SBU only.ProductThe Walt Disney Parks and Resorts is a product line offered by the conglomerate Walt Disney World. This line offers intangible products only.Core product: magical experience.Actual product: attractions, shows, Disney characters, rooms, food. The actual

Business Model, Apple Case, And Disney Case

2380 words - 10 pages is an advantage every corporation dreams about.External ThreatsDespite the number of external opportunities presented to the Disney organization, there still lies a few external threats. Although Disney has been very successful in the movie line, the business itself is extremely risky. Marketing research is important in the case of the movie and network-television industry. Understanding when and why the market shifts suddenly and frequently is

Carnival Cruises Essay

5132 words - 21 pages factors Carnival must remain competitive with low process and increased marketing. Virtually every new ship that has debuted in the past couple of years has incorporated dining selection. Norwegian Cruise Line (NCL), which has always had a reputation as a trendsetter, was one of the first to introduce choices in dining. NCL's version, "Freestyle Cruising" not only includes a range of eating establishments, but freedom in how you dress when you dine