Princess Cruises SWOT Analysis, Competitors & USP

Posted in Tourism and Hospitality, Total Reads: 3688

SWOT Analysis of Princess Cruises with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Princess Cruises

Parent Company

Carnival Corporation


Cruise and Shipping industry


Tourism and Hospitality

Tagline/ Slogan

Come back new


Part of world’s leading cruise operator group

Princess Cruises STP


Vacation goers, casual tourists

Target Group

The high income group which like to enjoy luxury


Best hospitality, cuisine and entertainment in the world

Princess Cruises SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Princess Cruises. Strengths are:

1. Third largest cruise line in the world

2. Carries 1.7 million guests each year to destinations across the globe

3. 18 ship fleet offers a range of sizes and amenities

4. Destinations include lot of countries and destinations like the Caribbean, Europe, South America, Australia etc,

5. It allows guests to visit many countries in a single vacation

6. It has high customer satisfaction

7. Excellent brand recognition due to very strong parent brand


Here are the weaknesses of Princess Cruises :

1. Intense competition 
2. Very less service differentiation
3. Accidental cases have affected the business in the past


Following are the Opportunities of Princess Cruises :

1. Rising demand of cruise services across the world
2. Low penetration in Asia
3. Joint venture with small players to increase market share


The threats of Princess Cruises are as mentioned :

1. Change in tax regulation could hurt parent brand carnival Corporation 
2. New environmental regulations could reduce company’s profits
3. Accidents could affect business and brand image

Princess Cruises Competition


Below are the 3 main Princess Cruises competitors :

1. Star Cruise Line
2. Royal Caribbean Cruise Line
3. MSC Cruise

The brandguide table above concludes the Princess Cruises SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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