Cunard Line,Ltd: Managing Integrated Marketing Communications Cunard line ltd. Is a Landon based cruise and steamship company whic. Free Essay: Case Study: Cunard Line Ltd., Managing Integrated Marketing Communications 1. For , why did they select the marketing. “Managing Integrated Marketing Communications”— Presentation transcript: 1 Managing Integrated Marketing Communications Cunard line, Ltd. Managing.

Author: Tulmaran Mazukus
Country: Mongolia
Language: English (Spanish)
Genre: Life
Published (Last): 28 April 2012
Pages: 159
PDF File Size: 6.92 Mb
ePub File Size: 5.27 Mb
ISBN: 482-4-12533-438-7
Downloads: 85165
Price: Free* [*Free Regsitration Required]
Uploader: Voodooshicage

Direct mail and price-promotional activities were key advertising tools used to close the sale and create urgency among potential customers while maintaining the Cunard image. Schmidt and Florian Holzmayer. Chapter 16 Sales Promotion and Merchandising. Tampa Bay is historically a non-traditional hockey market.

Finance Globalization Health Care. Target Market Strategy The mass market cruise lines are targeting a different target market than Cunard for its 4-star cruises.

Polands A2 Motorway Case Solution. Please choose the access option you need: Cunard faces a limited budget for marketing and employing the GE model to focus on one product where Cunard has competitive advantage might be beneficial.

Lower prices may imply a less than luxury quality product and will not attract the wealthier consumer.

Business and Environment Business History Entrepreneurship. You can get this essay on your email Topic: Cunard is currently experiencing declining sales.

As result, there was more pressure to achieve immediate sales results, i. Marketing Mix The products offered by Cunard have reached maturity in the product life cycle and are in decline.

The disadvantages of offering this last product is that competition exists from other cruise lines who are marketing a less sophisticated image and who can afford to offer discount cruises aboard their 4-star ships. All rights reserved 1 Learning Outcomes: Develop a long term strategy for Cunard concentrate on one high end comunications, 5-star luxury cruising. Impacting consideration of the issues is a period of economic conditions adversely affecting sales, along with the effects of the U.


Cite View Details Educators Related. The existing strategy of competing at both the 5-star level and the 4-star level is not successful. Trying to compete with them will not be successful in the long term.

Cunard Line Ltd Managing Integrated Marketing Communications Case Solution – Case Analysis

Competitor Analysis In the 5-star cruising market, Cunard has the advantage over competitors. There seems to be some blurring as to the company mission as, on the one hand, they are providing high class, luxury cruising in a 4-star environment, but on the other hand, they are also providing less formal, and somewhat less expensive 4-star cruising. Proper objectives exist exactly the same shape as growth and development of sustainable brand image whereas tactical objectives exist exactly the same shape as creating temporary sales.

Registration Forgot your password? Jeff Vinik and the Tampa Bay Lightning. Concentrate on one product. Prices should not be dropped as the demand for luxury cruises with Cunard is fairly inelastic. Seitel Inc Case Solution. You can get this essay on your email. Business Unit Analysis Cunard is providing four separate products, three of which are somewhat similar in terms of which target markets they are aimed at and which pricing strategies should be employed.

Forwhy did they select the marketing communications activities in the case?


Cunard Line Ltd.: Managing Integrated Marketing Communications

In the short term, Cunard is instead attempting to compete with other cruise lines for the 4-star market. Even if the economy falters, there will still be a small percentage of people who will be willing to pay high prices for a luxury item such as a cruise aboard the QE2.

I think this communicaions an effective campaign that creates an impact on the readers — emphasizing its British roots of class and sophistication at an affordable price. Problem Statement How can Cunard Line change its marketing strategy and marketing mix manabing improve profits and continue to have the image of the most luxurious cruise line offering the highest quality in cruise vacations?

Auth with social network: This can be done by concentrating on one product, selling off the less profitable products, and focusing on the marketing strategy and resources. Direct mail should be continued and even increased as this gives a personal touch to the clients and improves customer opinion of Cunard. Marketiny and Michael Mondello Owner Jeff Vinik and top management of the NHL Tampa Bay Lightning are reviewing their strategy and progress in achieving their goals of brand-building and community commitment.

Gillette Indonesia Case Solution. GreyserSascha L. How about getting full access immediately? Budget cruises should be stopped and only full price cruises offered.