'Cunard Line, Ltd Essay\r'

'Cunard concern Ltd. is a cruise line that represents luxury and associate providing 4 to atomic number 23 sense cruise mail options. Their overall head mart is mature adults with mid(prenominal) to very mettlesome income- take aims. A lot of the merchandise efforts put forth by Cunard were going towards tactical efforts and the promotional material of individual enthrals as opposed to the promotion of the entire cross off. Although most of the ads portrayed the same scent and had an individually hacked paragraph and/or photo.\r\n mint backs caused by the worldwide recession as wellhead as the Iraq War has caused Cunard the dilemma of risking their prestigious procedureicipation image to tin consumers with badr discounts or educate other trade strategies that exit seek to uphold their 90% occupancy rate without lowering their high school preference position. It take ind much pressure for the creation of â€Å"gross revenue oriented” marketing, which would scupper their high-class image. With competitors such as Carnival who are able to provide pear-shaped discounts, it makes it difficult for Cunard to avoid using the same cash advance in order to compete.\r\nSegmentation Strategy Cunard seems to bring forth catchn a Concentrated merchandise onslaught to segmentation. Generally, they focus on single patsy market †the upper class. Although this foundation be seen as a disadvantage in an economy experiencing a recession, by segmenting based on this niche income and lifestyle, Cunard is able to tailor their services specifically to them kinda than targeting more than one market and not providing the trump service possible. non only do their advertisements and brand perception submit this segmentation but they make efforts to communicate in person with their clients.\r\nThis is demonstrated done through letters that they disperse with personalized marketing messages, tailored specifically to the needs of the ir customers. Price/Quality Relationship The concept of bell/quality alliance is firmly integrated into the target market that Cunard has chosen. A tenacious with their brand image, the high determine of their services gives off a perceived high quality. Although services are globally intangible, services such as providing reservations for an entire mealtime in their five-star cruise ship is merely one example of how Cunard tries to maintain this equipment casualty/quality relationship.\r\nWith the price that consumers pay, they come to expect the best service for their dollar. Generally those who pay these high criterions rhythm over that money is no object as long as they receive a great quality product or service. Satisfaction would mean that they reached or exceeded the expectations consumers had of the service. Cunard tries not to portray prices in their advertising or attain constantly advertised sales in order to keep the price/quality relationship high and retain c ustomers who respect this aspect of their companion. alternative Strategies\r\nThere are multiple strategies that Cunard may take in order to maintain their high-class brand image while rescue in abounding consumers from their target market. One of these alternatives is to create relationships with big companies and provide them with a vacation package deal. An example of this is creating a relationship with a large insurance company who is then able to create a make out for self-employed insurance advisors. As self-employed individuals they have the potential of comeing high incomes and through a manage they will be motivated to meet true productivity requirements.\r\nOnly those who qualify will be able to go on the trip and will so meet the high standards of the Cunard brand. This manner would in all probability be more effective for the four star ships who cater less to those at or skillful the retired age and target a little identification number of a lower income t han the five star ships. another(prenominal) alternative strategy would be to create a loyalty program for existing Cunard customers. This method finish be used for customers of the four or five star ships.\r\nThis loyalty program would provide chance(a) direct crackings to customers who already have experience with Cunard and indeed will not view the deals as a lowering of standards. An example of a deal that back tooth be provided is a selling package that is broad(a) for a year or two. This package would define a discounted price for a set amount of people to travel on a indisputable cruise ship. That way, there is enough time for a customer to realistically plan out a trip while providing an incentive for them and encourage more action as opposed to a fix priced ad.\r\nLastly, an alternative that notify be taken is to skeleton relationships with various large companies with employees who make an income in the target range and make offers to company executives. This me thod would not downplay the company image because Cunard would be communication directly with high-income executives and furthermore will not be making any public sales or advertisements. This method would create new potential customers who are directly in the target market of choice using the method of relationship building. This may in any case result in additional customer retention.\r\nThis method can be used for both the four and five star ships. In order to draw in the target market of the five star ships, Cunard can make an arrangement with a company to offer a deal with their luxury ships as part of a retirement plan. Recommendations As a general recommendation, Cunard should focus on brand loyalty and relationships. Marketing efforts should go towards the advertising of the overall brand rather than individual ships while the rest of the company’s efforts should go towards relationship building.\r\nThese relationships will then in turn target certain customers to certain ships through Cunard’s arrangements with companies. Considering the situation regarding the recession and war, Cunard should focus heavily on the strategy of building relationships with companies who can create vacation postulate packages for their employees. During the time of a recession, anyone would appreciate an incentive to make more money and the luck to gain something from it.\r\nBy winning something so prestigious, consumers gain confidence as well as complaisant benefits, which can initially be their motivation. If it is a large company, there is potential for many qualifiers who can turn into loyal customers whether it be through the continuation of the contest yearly, or by their own personal rely to continue their relationship with Cunard. These contests will not jeopardize the high-quality image of the company because through negotiation, Cunard can match that the qualification requirements are at a level where when achieved, it will be viewed as pr estigious.\r\nIf this contest continues yearly, Cunard can maintain their customer value, satisfaction and trust and therefore have customer retention. This will result in less price sensitivity, positive word of mouth, go customers and a long lasting relationship. If Cunard continues to use marketing to market their entire company while bringing their services directly to their desired market, they can discover a 90% occupancy and the continuation of a high-class cruise ship operation.\r\n'