Rccl

1.0 Royal Caribbean Cruise Line

Royal Caribbean Cruise Line (RCCL) is the world's second largest cruise company (behind top-ranking Carnival), with over 20 cruise ships and a total of 60,590 passenger berths as of August 2005. Founded in 1969, the company has been active in changing the cruise industry from a ocean carrier service into a vacation option in and of itself. RCCL offers a variety of different itineraries and its ships travel to many destinations like the Caribbean, Bahamas, Mexico, Pacific Northwest, Alaska, Asia, Australia, Bermuda, South America, Transatlantic, Europe, Bermuda, Panama Canal, Hawaii, New England, and Canada. The company operates under two separate brands, RCCL International and Celebrity Cruises. A large percentage of its passengers are from North America even though the company operates internationally to their port destinations, itineraries, activities and amenities designed to appeal to every taste, energy level and age group giving our guests the opportunity to create their own adventure. The RCCL vision: “Our vision is to empower and enable our Employees to deliver the best vacation experience to our Guests, thereby generating superior returns to our Stakeholders and enhancing the wellbeing of our Communities.” (“Royal Caribbean International,” n.d.)

1.1 Market Definition and Analysis

Successful sales strategy hinges on your ability to identify buyers' needs and wants. Needs are defined as objective requirements. The buyers' wants relate more to a value statement. A want exists when a consumer has an unfulfilled need and determines that a particular good or service will satisfy it. (Lamb, Hair & McDaniel, 2006) When a consumer plans a vacation they are attempting to get away from their everyday life and enjoy themselves. RCCL has identified its buyer’s needs by offering a luxury product with all inclusive services in that effort to get away. Buyers have the ability to force competitors to lower prices. Many vacationers will...