[마케팅] Cunard Line 사례(영문)
![[마케팅] Cunard Line 사례(영문)-1](http://images.happyhaksul.com/thumb/577/576932-0001.gif)
![[마케팅] Cunard Line 사례(영문)-2](http://images.happyhaksul.com/thumb/577/576932-0002.gif)
![[마케팅] Cunard Line 사례(영문)-3](http://images.happyhaksul.com/thumb/577/576932-0003.gif)
![[마케팅] Cunard Line 사례(영문)-4](http://images.happyhaksul.com/thumb/577/576932-0004.gif)
![[마케팅] Cunard Line 사례(영문)-5](http://images.happyhaksul.com/thumb/577/576932-0005.gif)
분야
docxⅡ. Problem Analysis (Goal & Impediments)
Ⅲ. Solution Analysis
Our goal for Cunard Line, Ltd. is recovering 90% occupancy and 65% of all passengers paid the full list price. Moreover we focus on building brand loyalty of Cunard by using strategic marketing taking a long term view. And we find two serious impediments. First, Market sentiment is inclined to using a price-oriented strategy because of economical recession. Second impediment is Cunard line Ltd. has small pool of targeted consumers because of industry’s characteristic. The price of luxury cruise is very high so there are only narrow payable consumers. To overcome these impediments, we suggest solutions that launching Cruise Bundling, Mileage program and Cruise Night and sponsoring exclusive social club.
Ⅱ. Problem Analysis (Goal & Impediments)
Goal
The most important two things of improving revenue of Cunard Line, Ltd is increasing rate of cruises’ seats occupancy and rate of passengers who paid full list price.. Like the airline industry no matter how many passengers get on board, the variable cost is low and the most part of cost is fixed. As a result Cunrad should focus on those two things.
