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...

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