Royal Caribbean International SWOT Analysis, USP & Competitors

Posted in Tourism and Hospitality, Total Reads: 1085
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SWOT Analysis of Royal Caribbean International with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Royal Caribbean International

Parent Company

Royal Caribbean Cruises Ltd.

Category

Cruise & Shipping Industry

Sector

Travel

Tagline/ Slogan

Get Out There

USP

Targets all income groups despite a niche industry

STP

Segment

People looking for Luxury vacation

Target Group

Tourists with all types of income levels

Positioning

Enjoy the luxury at affordable rates

SWOT Analysis

Strengths

1. Strong market position covering substantial world market
2. High brand recognition
3. Increasing revenue streams
4. Highly satisfied customers

5.Newer ships are faster and more efficient

6. Good advertising and marketing make it a top of the mind brand

Weaknesses

1. Dependency on costly fuel means limited margins
2.Differentiation is limited compared to competitors hence brand loyalty is restricted

Opportunities

1. Growth potential from the developing economies
2. Increasing popularity of cruise vacations
3. Most of the past cruisers plan to cruise again within the next 3 years. This shows high retention rate

Threats

1. Security concerns due to shipwrecks may hurt demand

2. Pricey recreational activity so few people prefer it 
3. Slowdown in the developed economies

Competition

Competitors

1. Carnival Corporation

2. Norwegian Cruise Line Holdings Ltd.



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