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Mis Carnival

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The Carnival Cruise Lines case focuses on how Carnival Cruise Lines should strategically exploit enterprise systems and available customer data to perpetuate its success. Specifically, it focuses on the role that Customer Relationship Management (CRM) can play in organizational strategy. Case Questions:
1) Highlight the key characteristics of Carnival Cruises' competitive environment (e.g., major competitors, market position, customers and distribution channels, threat of new entrants, threat of product substitutes)?
2) Describe the IT infrastructure (consider Weill’s article) at Carnival Cruise Lines and the role (current & potential) it plays supporting processes, people and strategy. Given Carnival’s IT infrastructure, are they ready/capable to introduce enterprise systems (CRM in this case).
3) How did Carnival’s management build the line into the dominant brand in the industry? Consider how this approach/strategy relates to CRM?
4) Describe what CRM means to Carnival’s different levels/ages of management (e.g., Dickerson and old guard vs. Newer Management)? Why the different perspectives?
5) Based on your assessment, should Carnival do “CRM”? What should CRM look like at Carnival? Explain your position.
6) How would you go about implementing your strategy at Carnival? What would it take to deliver on your recommendations?

Carnival Cruise Lines Case

1. How did CCL’s management build the line into the dominant brand in the industry?
The company had long practiced a successful market-expansion strategy, with
Growth fueled by selling the mass-market cruise category to first-time cruisers. Less emphasis had been placed on repeat business.
Though the segment of potential first-timers remained large, competition for the midmarket vacation dollar was fierce. Carnival had amassed a large past-cruiser database, though

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