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Essay / Research Paper Abstract
A 7 page paper discussing Harvard Case 5-954-046. Cunard is a century-old British luxury cruise line facing recessionary conditions in 1992 and seeking a marketing approach better than that it has been using for several years. Competition has increased in the cruise industry in the past several years, making several low cost lines available. The paper recommends that Cunard use competitors’ advertising as increasing overall awareness, then capitalizing on that increased awareness to increase its own revenues. Bibliography lists 1 source.
Page Count:
6 pages (~225 words per page)
File: CC6_KScunard.rtf
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Unformatted sample text from the term paper:
industry formerly was able to operate on the "if you build it, they will come" philosophy, but it no longer has that luxury. Tourism has been forced in recent
years to join the ranks of all other types of businesses, particularly in actively marketing to the target group it most wants to attract. Of course organizations within the
tourism industry must also address concurrent issues, but a better understanding of the customer is always beneficial to success. Competition can be expected
only to increase in coming years, and it will only be to Cunard Lines advantage to gain greater understanding of its business and its customers now so as to market
itself most efficiently. The company needs to promote its luxurious, high-end status with confidence, but without a shred of arrogance. Economic
Effects Should Cunard use a more sales-oriented format with more emphasis on price for its tactical advertising? Cunard wants to preserve its carefully
crafted and meticulously maintained luxury image, and indeed it must if it is to continue to be able to charge premium prices for the level of luxury it provides.
Cunard likely does need to give more attention to price-oriented advertising, but it can use the advertising of competitors to its advantage rather than whittling away at the image that
Cunard has worked so hard to cultivate and maintain. The company is advertising in the "right" places, and low-cost competitors are advertising right
along side. Cunard can take advantage of others "$1,000 off" sales, intimating to readers that Cunards prices reflect quality and luxury available with no other lines. Cunards prices
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