OPPapers.com Essay Index >> Business >> Cunard
We have many free term papers and essays on Cunard. We also have a wide variety of research papers and book reports available to you for free. You can browse our collection of term papers or use our search engine.
Cunard Background Cunard Line Ltd is one of the most famous and oldest luxury cruise companies in the world. Providing high-level luxury service to its clientele,
Cunard Case Eleanor Leslie, vice president for corporate and marketing communications of Cunard Line, Ltd. must implement a plan to appropriately balance between
responsible hanging on their minds. Attention quickly centered on three main groups: the Cunard Line, Germany, and the English government. Though much of the evidence
unanswered question of what the liner was carrying on board. The Lusitania, pride of the Cunard line, was sailing from New York for the port of Liverpool when a single
unanswered question of what the liner was carrying on board. The Lusitania, pride of the Cunard line, was sailing from New York for the port of Liverpool when a single
Submitted by bisan on June 2, 2008
Category: Business
Words: 958 | Pages: 4
Views: 72
Popularity Rank: 114,002
Average Member Grade: N/A (Add a Comment / Grade this Paper)
Background
Cunard Line Ltd is one of the most famous and oldest luxury cruise companies in the world. Providing high-level luxury service to its clientele, Cunard’s name is associated with elegance, excellence, and tradition. Its seven ships (5 luxury and 4 premium) follows Cunard’s high quality service pattern, giving to the company 50% of the market share in the luxury segment and 90 % of occupancy in 1990.
The success and performance of the company is considered high for the cruise industry. Based on their corporate culture, the company has two main targets - to provide excellence and elegance as the value of their service, and to employ these concepts into their marketing communication in order to sell the experience of traveling in a Cunard ship.
Company’s database provides its demographic segment market, which includes individuals with high annual income ($ 250,000), married, well educated, and between 45 years old (4 star ships) and over 55 years old (5 star ships). Clearly, Cunard’s target market focuses on income segments (individuals that can afford the high prices of luxury cruises), rather than just age segment. However, externals factors such as economic conditions and competitive pressures, and internal factors such as allocation of marketing resources in to tactical and strategic actions, have became a enormous challenge to Cunard in order to maintain its brand’s equity.
Core Issue
The quality of Cunard’s service and the experience of traveling in a Cunard ship are elements that strength the costumer’s view of the company. However, because the current economic conditions (war) and increasing competition, price can be a factor that make weaker the costumer’s view of the company and consequently, reduce future sales. Cunard’s question is how to promote discount and promotions without diluting Cunard image of elegance and luxury. They also have marketed its individual ships, rather than promote...
You must Login to view the entire paper.
If you are not a member yet, Sign Up for free!