Cunard Line

CUNARD LINE, LTD. -Section C, Group 12 MAJOR ISSUES Cunard wishes to find the right balance in the midst of strategic and tactical trade communications. In addition, an impending organisational change is likely to alter or possibly weaken the overall Cunard crack. This needs to be prevented. ANALYSIS The luxury member of the sail and steamship business consisted of approximately 320,000 boardings per year come in of which Cunard contributed active 160,000. In addition to the 5 luxury segment ships, Cunard as well has 2 premium category ships. Broadly, Cunards tar run segment was the class of quite a little with very high income and over 45 years of age. Cunard spends half its marketing communications budget on brand building and the other half on sales promotion. Cunard being a 150 year old steamship line, one of the last of the great steamship lines has built its brand over a long period of time. Post the Iraq War, invite for cabins on luxury and premium ships has fallen. Also, it now faces increased contest from new luxury shipping lines. The question was whether Cunard should follow the labor trend of focussing more on tactical marketing rather than strategic. Cunard has a feeling it might lose its reputable reputation if went along with the industry. Out of the 10 luxury ships, Cunard owns 5.

And out of these 10 ships, Cunard has the most prestigious image being the protracted surviving. Given this image, only the most elite can be expected to travel aboard Cunard ships. Such elite people would not be the kind of people to get enticed by sales promotions. They would instead look for the overall brand image. subsequently the reorganization, the 7 ships were to be divided into 4 collections and each group would be oriented to a particular target market and have a distinctive appeal. distributively group would thenceforth take care of strategic and tactical marketing proviso leaving Leslies group only with marketing communication. Each group would therefore try to maximize its own... If you want to get a full essay, order it on our website: Ordercustompaper.com

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