Growth Strategies Case Study

Royal Caribbean Cruises Limited: The Growth Strategies

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Abstract:
Despite unforeseen events like the September 11 terrorist attack, SARS (Severe Acute Respiratory Syndrome) outbreak and the Iraq war, the world's second largest cruise line, Royal Caribbean, recorded total revenues of $4.6 billion in the year ended 31st December 2004. With a fleet of 29 ships, the company catered to 160 destinations across the world. The increasing demand in the cruise industry forced Royal Caribbean to further expand its passenger capacity amidst the challenges of rising oil prices and a debt burden of $5.8 billion.

Pedagogical Objectives:

• To discuss the growth and expansion strategies adopted by Royal Caribbean against the backdrop of some major problems and challenges faced by the company.

Keywords : Royal Caribbean Cruises Limited; Cruise industry; Royal Caribbean International; Celebrity cruise; Growth Strategies Case Study; Carnival; Royal Caribbean fleet size; North American cruise market; Travel industry; Royal Caribbean cruise fares; Passenger growth in cruise industry; Richard Fain; Growth strategy; Royal Caribbean expansion plans; Major cruise lines

Contents : 
Royal Caribbean – A Profile
Growth Strategies
Future Plans
Royal Caribbean Cruises limited – Financials
North American Cruise Passengers
Competitors of Royal Caribbean Cruises Limited
Capacities and Operating Expenses per Berth