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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 ending 31 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. The case study offers scope for discussion of the growth and expansion strategies adopted by Royal Caribbean, against the backdrop of its major problems and challenges.
Location:
Other setting(s):
2005

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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 ending 31 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. The case study offers scope for discussion of the growth and expansion strategies adopted by Royal Caribbean, against the backdrop of its major problems and challenges.

Settings

Location:
Other setting(s):
2005

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