Case 1

Carnival Cruise Lines: This Company has had its image damaged severely by mishaps, bad publicity, angry customers, etc. The situation may be hopeless. On the other hand, this is an opportunity to think strategically. Imagine that you are an MBA working for the company. How could you propose a solution to its terrible situation? Please consider the following:

• What specific financial damage has the company suffered? Look at Yahoo Finance or the Wall Street Journal.

• Make an overall assessment of the situation including the status of the cruise industry and the actions of competitors.

• How can Carnival improve its situation by adopting or achieving an effective strategy?

• Provide a general strategic assessment showing how the company can improve its profit. Be specific. Will you use advertising? Promotions? Name change? Different part of the world? Etc.

Things to keep in mind:

• Carnival Cruise Lines is experiencing real trouble. They need a sound strategic plan of action.

• You need to convince managers who understand the business and who are skeptical of vague answers.

• Read about the topic as much as you can. If you miss something, your credibility will be shot.

• Apply strategic concepts from the course. This is not a course in marketing or repair.

• Find out what the more successful cruise lines are doing and apply their ideas.

• Produce a well-written paper of at least five pages that is suitable to show senior management. should be 5 pgs mininum

PLEASE USE WALL STREET JOURNAL REFERENCES
CURRENT REFERENCES..NO LESS THAN FIVE YEARS