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Icon of the Seas: The Largest Cruise Liner in the World
內容大綱
This case, previously titled Oasis of the Seas: The Largest Cruise Liner in the World, was updated by the case writers in May 2024.<br><br>The Icon of the Seas is the largest cruise ship ever built and was launched in 2022 in the midst of a financial crisis. Two analysts from ELP Equities, a Florida-based research firm, are trying to determine which cruise customer segments the Icon is targeted at. The information they have gathered allows them to conduct a customer segmentation analysis in preparation for a hypothetical meeting with the marketing director of Royal Caribbean International, the corporation that commissioned the Icon.
學習目標
This case is most effective in the segmentation portion of a core marketing course, but can be used in a buyer behaviour module or a consumer insights elective. It provides an opportunity to discover how various segmentation methods may be useful in different scenarios. It affords students the chance to debate what is the best target segment, and allows the opportunity to discuss broad versus narrow target selection.