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Sailing Towards the Future Without Getting Shipwrecked

D1 Presents:. Sailing Towards the Future Without Getting Shipwrecked. D1 Consulting Presents:. Sailing Towards the Future Without Getting Shipwrecked. Danielle Alyias Kevin Driscoll Gareth Lim Gabe Pelegrin. Economic Situation. Expansion Strategy. Long-term Strategy. Timeline.

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Sailing Towards the Future Without Getting Shipwrecked

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  1. D1 Presents: Sailing Towards the Future Without Getting Shipwrecked D1 Consulting Presents: Sailing Towards the Future Without Getting Shipwrecked Danielle Alyias Kevin Driscoll Gareth Lim Gabe Pelegrin

  2. Economic Situation Expansion Strategy Long-term Strategy Timeline

  3. Economic Situation

  4. Economic Situation

  5. When Will the Recession End? • Mid-2009 • Why? • Stimulus packages are being initiated on a global scale • Average length of Recessions are 4-16 months based on historical recessions • Stock market trends have shown growth Economic Situation

  6. When Will it End? Economic Situation

  7. Stock Market Trends 3/27-4/14 Economic Situation

  8. Recovery Time and Length • Recovery will be slow as economists predict 1-1.5% GDP growth after 2010 • Why? • A gradual and long time • Toxic Assets - must be sold or liquidated • Reorganization of financial sector • Stimulus funding takes a long time • Housing market – equity must be rebuilt • It will last a long duration, perhaps into 2015 • Why? • GDP growth will be low • Historical recovery of recessions 2 years-3 years Company Overview

  9. Post-Economic Crisis Consumer Behavior • Consumers will become thrifty • Limited lines of Credit – use of cash • Value ‘quality’ versus quantity

  10. Expansion Strategy

  11. Countries

  12. Company Overview

  13. Consumer Behavior Effects Cautious spending Still Increasing Demand However

  14. Market Expansion Strategy 1 Get existing customers to buy more 2 2 Increase number of potential baby boom customers Increase number of potential baby boomer customers 3 3 Sell to new customers Sell to new customers

  15. 1 Get existing customers to buy more Idea of luxury through CRM Boomers cruise every 2 years Incentives = Positive blog reviews = Increased Revenue Recommended itinerary

  16. Market Expansion Strategy 1 Get existing customers to buy more 2 Increase number of potential baby boom customers 3 Sell to new customers

  17. 2 Increase Number of Potential Baby Boom Customers Use social networking sites to increase brand awareness and value proposition Retaining a lifelong customer > cost of discount Boomer discount 10 $14,000 Per person Invite to promotions and events Years $1,400

  18. Market Expansion Strategy 1 Get existing customers to buy more 2 Increase number of potential baby boom customers 3 Sell to new customers

  19. 3 Sell to New Customers Bundle different experiences at different price levels Expand to Gen X and Y Communicate messages through mail and internet Cruise vacation vs. land vacation

  20. Pricing Strategy • Increase price of tickets at a rate of 1-1.5% (comparable to GDP) • Customers willing to pay small incremental costs b/c of high satisfaction rates • Low inflation = higher percent of increases contribute to bottom line

  21. Long-term Strategy

  22. Long-term Strategy Expand into Europe Use Carnival distribution channels Enter into Germany Employ leading social networking sites to advertise for HAL Tap into European Baby Boomer generation

  23. Decision Matrix Financial

  24. Targeting Baby Boomers Target Market: • Baby Boomers • Ages 45+ • Expected to grow 15% in major western European countries • Research indicates: “Boomers continue to stretch their Internet muscles and scope out the best deals and the most salubrious accommodations.” “Over two-fifths of people age 40-59 are delighted to open their minds to destinations that require a passport to explore.”

  25. Product Review • Provides a great experience onboard ship for customer satisfaction • Special star award • Association with Carnival • Affordable prices (bundle deal) • Vacation stimulus package that provide lower prices compared to industry average ($10,000) • Extreme loyalty • Satisfies customer need for affiliation

  26. Competitor Review • Royal Caribbean Cruise • Similar strategy as Carnival • Targets a similar target market • Entering into Germany market in 2010 with join venture • Norwegian Cruise Line • Targets younger audiences (Generation Y and below) • Differentiate through ‘Freestyle Cruising’ campaign

  27. Quick Summary • Target Market of Baby Boomer • They want specific experiences targeted to their needs • Uses the internet as an abundant resource for research • Competitor / Product Review • We provide high quality services even among competitors • However, arriving later than the competition could prove to be a problem

  28. Promotional Strategy • Increase overall brand awareness through social networking sites • 14.8 million users (45%) connected to internet • Top two German websites: • Myspace • StudiVZ

  29. When do We Enter Germany? 2012 2011 2010 Present HAL in Germany June 2010 HAL waits to enter Germany in August 2011 Projected recovery of USA late 2010 Q1 Europe begins recovery 6 months after US

  30. Q & A Timeline

  31. Timeline

  32. Social Networking Websites Market Share (2007)

  33. Royal Caribbean

  34. Norwegian Cruise Line

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