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Strategic Plan

FACULTY OF BUILT ENVIRONMENT, ART AND DESIGN
(DEPARTMENT OF CONSTRUCTION MANAGEMENT)

Assignment No.1

STRATEGIC DEVELOPMENT PLAN

Simon Lukas Bayer: 13821922
Simon Martinengo: 13728874
Frederick Jacobus Hugo: 13617723
Ronald Gigmai: 13559964

Assignment presented as part of the requirements of the unit of
Strategic Project Management 641 (10900)
Lecturer: Steve Klomp

Word Count: 4,676

14.04.2008

CONTENTS:
LIST OF FIGURES IV
LIST OF ACRONYMS 4
1 NEED AND THE MARKET ANALYSIS 1
2 CURRENT AND FUTURE MARKET SITUATION 1
3 INTERNAL ENVIRONMENT ANALYSIS OF CARNIVAL CORPORATION 2
3.1 Mission Statement 2
3.2 Management 2
3.3 Goals and Values 3
3.4 Corporate Culture 3
3.5 Core Competencies 3
3.6 Marketing 3
3.7 Research and Development 3
3.8 Information Systems 4
3.9 Financial Performance 4
3.10 Market Share 4
3.11 Resources and Capabilities of Carnival Corporation 4
3.12 Strengths 4
3.13 Weaknesses 4
4 EXTERNAL ENVIRONMENTAL FOR CARNIVAL CORPORATION 5
4.1 Socio-Cultural Environment 5
4.2 Economic Environment 5
4.3 Political – Legal Environment 5
4.4 Task/Industry Environment 5
4.4.1 Threat of Entry 5
4.4.2 Threat of Substitution 5
4.5 Power of Suppliers 6
4.6 Power of Buyers 6
4.7 Competitive Rivalry 7
4.8 Opportunities 7
4.9 Threats 7
5 TIMEFRAME: SALIENT POINTS AND STRATEGIC OBJECTIVES 8
6 LIST OF SALIENT POINTS 8
7 PROFITABILITY 9
8 LIQUIDITY 10
9 LEVERAGE 11
10 ACTIVITY 12
11 COMMISSIONING OF THREE ADDITIONAL SUPER-LINERS 13
12 INCREASE IN CRUISE INDUSTRY CAPACITY 14
13 VERTICAL INTEGRATION WITHOUT OWNERSHIP (STARWOOD) 14
14 RECENT OPERATING FAILURES 14
15 STRATEGIC OBJECTIVES FOR FY96 15
REFERENCES 17



List of Figures
Figure 1: Reasons for Cruising 1
Figure 2: Gross Profit Ration Carnival 9
Figure 3: Gross Profit Ratio Starwood 9
Figure 4: Current Ratio Data Carnival 10
Figure 5: Current Ratio Data Starwood 11
Figure 6: Dept to Asset Ratio Carnival 11
Figure 7: Dept to Asset Ratio Starwood...