Presentation for International Marketing class, Summer 2010

1. STRATEGIC MARKETING PLAN Patricia Arenas Fai Charoonsri Shirley Ho DuyguHostan Katharina Ruland Yu Tippayasanti MKT 343 Summer 2010

2. AGENDA Shirley Trish and Katharina Fai Duygu Yuii Trish Katharina Shirley

3. STRATEGIC MARKETING PLAN

4. MISSION & BACKGROUND Royal Caribbean Mission Statement We always provide service with a friendly greeting and a smile. We anticipate the needs of our customers. We make all efforts to exceed our customers' expectations. We take ownership of any problem that is brought to our attention. We engage in conduct that enhances our corporate reputation and employee morale. We are committed to act in the highest ethical manner and respect the rights and dignity of others. We are loyal to Royal Caribbean and Celebrity and strive for continuous improvement in everything we do. (Royal Caribbean, 2010)

5. MISSION & BACKGROUND Vision and Values Our vision is to empower and enable our Employees To deliver the best vacation experience for our Guest, thereby generating superior returns for our Shareholders and enhancing the well-being of our Communities.

6. PROPOSED PROJECT CHINESE COASTAL CRUISELINE Dalian Tianjin Qingdao Shanghai Fuzhou Shenzhen Xiamen Zhanjiang Sanya

7. Situational Analysis

9. 53 million visitors in 2008

10. Accelerated infrastructure development

11. Government support and foreign investment$5.4B in tourism $205 billion 13% growth Net Worth (end of 2010)

12. China’s tourism industry

13. Global Cruise industry

15. High global brand awareness

16. Innovative ship design

17. Strong relationship with distribution channel

18. Desirable berthing places

20. Increased liability

22. Increasing passenger capacity

23. Renovation of existing ships

24. Government support

26. Economic situation negatively impacts consumer’s discretionary income

27. Increasing fuel prices

28. Travel restrictions for Chinese residents

30. River cruises

31. Highly competitive environment

32. High capital requirement

34. Ferries

37. 19 Ports of Call

38. 2-17 days excursions

39. Areas of interest:

40. Hong Kong

41. Singapore

42. Phuket

43. Extended on land vacation optionsJapan South Korea China Taiwan Thailand Pacific Ocean Vietnam Malaysia

45. 8 Ports of Call

46. 3 Itineraries

47. 3-7 days excursions

48. Legend of the Seas®Dalian Tianjin Qingdao Shanghai Fuzhou Shenzhen Xiamen Zhanjiang Sanya

50. Amenities

51. Casino Royale℠

52. Themed bars and lounge

53. Day Spa and Fitness Center

54. Open atrium Centrum℠

55. Adventure Ocean® youth facilities

56. Miniature golf

57. Indoor/outdoor pool

58. Conference facilities

60. Ports of Call:

61. Fuzhou

62. Xiamen

63. Land Excursions:

64. Hong Kong

65. Shopping

66. Beaches

67. April-AugustShanghai Fuzhou Xiamen

69. Ports of Call:

70. Senya

71. Shenzhen

72. Land Excursions:

73. Beaches

74. Casinos

75. March - NovemberShenzhen Zhanjiang Sanya

77. Ports of Call:

78. Dalian

79. Qingdao

80. Shanghai

81. Land Excursions:

82. Cultural Exploration

83. River Cruise

84. April - OctoberDalian Tianjin Qingdao Shanghai

85. Marketing Strategy

87. International travelers

88. Corporations

89. Chinese middle &upper class

90. 25-75 years old

91. Preference for local vacationing

92. High urban household income (RMB 13,786/p)

94. Branding/positioning

96. Sales Promotion

97. Public Relations/Media Mention

98. Sponsorship

99. E-Communications

100. E-Newsletter

101. Brochures

102. Online ads

103. Videos

104. PicturesCreating Awareness Establishing Preference Gaining Market Share

105. MARKET ACTION PLAN

106. Product & Price specifications

107. CRUISE Packages

108. Distribution channel

109. MARKETING COMMUNICATION

110. Marketing communications

111. marketing communications

112. LOGISTICS & CONTINGENCY PLAN

113. Financials

114. Less than 5% market share by 2012 Operational loss in 2012 Chinese markets reject products CONTINGENCY PLANS Shift target market to international touristsExit StrategyRefocus on broader Asian destinations - 20% Market share by 3rd 2012- Consider expansion: new itineraries, ports of call, local tours- Expand to more South East Asian locations

115. - Great opportunity for RCI to expand in China thanks to favorable market conditions -Become the market leader in offering Chinese coastal cruises -Enables RCI to capture the developing Chinese market and strengthen its presence in Asia Conclusion