Smm Case 1 Part 2

Case 16:

Carnival Corporation & plc (2010)

Prepared for: Mr. Vroomans

Prepared by:

Kunhao Zhu | 08068569 | IBMS-4D |

Xing Zheng | 07060637 | IBMS-4D |

Xi Feng | 08073139 | IBMS-4D |

Yan Xu | 08060509 | IBMS-4D |

Table of Contents

Introduction 3

Current Situation 3

Strategic Posture 3

Corporate Governance 4

Board of Directors 4

Top Management 5

Internal Environment 5

Corporate Structure 5

Corporate Culture 6

Corporate Resources 6

Marketing 6

Finance 6

Research and Development 7

Operations and Logistics 7

Human Resources 7

Information Technology 7

Internal Factor Analysis Summary (IFAS Table) 8

Analysis of IFAS Table 8

External Environment 9

Societal Environment 9

Task Environment 10

External Factor Analysis Summary (EFAS Table) 10

Analysis of EFAS Table 11

Analysis of Strategic Factors (SFAS) 12

Review of Mission and Objective 13

Alternatives and Recommendations 13

Strategic Alternatives-Pros and Cons 13

Recommended Strategy 14

Implementation 15

Evaluation and Control 15

Introduction

Carnival Corporation, the world's largest and most profitable cruise company, owns or has interest in seven cruise brands: Carnival Cruise Lines, Holland America Line, Windstar Cruises, Cunard Line, Seabourn Cruise Line, Costa Crociere S.p.A. and Airtours' Sun Cruises. Combined, these lines operate a fleet of 46 cruise ships that sail to exciting destinations around the world. Carnival Corp. was established in 1972 under the name Carnival Cruise Lines by Ted Arison. Carnival Corp.

It is a publicly traded company, with its stock valued at $30.82 at 6:34 on August 11th, 2011 (Yahoo finance, 2010). Currently there are more than 85,000 people employed by Carnival Corp. Currently, Carnival Corp. is a leading competitor in the recreation industry in regards to cruise lines. At any one time, there are 270,000 plus people sailing on the Carnival Fleet ("Corporate information," 2006).

Current...