Complete 4 page Case Study Essay

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Business Finance

Description

Directions (100 points):Due Day 7. Review the tutorial: 3 Steps to Proof a Case. Prepare a six page paper (four pages of text plus cover and reference page) paraphrasing (e.g. using your own words) with no quotes or outside information that is double spaced, 12-point font, with 1” margins on all sides. Write in the second person avoiding “I” or “we” statements. Use 1-8 as subtitles, which follow:

Cover page

  1. Case Recap
  2. Problem Identification
  3. Identify the root problem components
  4. Marketing Mix (discuss 5 P’s – product, price, place, promotion, and people)
  5. Social Media: Analyze the current social media plan
  6. SWOT (Note: Identify four strengths, four weaknesses, four opportunities, four threats)
  7. Sound alternatives/Measurements (Note: propose at least two possibilities)
  8. Recommendations (Note: fully justify your recommendations)

Reference page - include your textbook only.

TEXTBOOK SOURCE ONLY!!!!

Iacobucci, D. (2015). Marketing Management. (5th Ed.). Stamford, CT. Cengage. If you purchase and older edition, it is fine.

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Explanation & Answer

KINDLY use this updated file... sorry for the confusion.

MARKETING

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Marketing
Name
Institution Affiliation

MARKETING

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MARKETING
1.1: Case Recap
The case is basically a marketing related issue in the cruise industry which
basically focuses on Carnival Cruise Line .The case focuses on the crisis management
processes as in the case of the Carnival Cruise line, the function of the information
technology and the marketing in terms of the public relations in the context of the
Carnival Cruise line. The case basically focuses on the main challenges that has been
facing the Carnival Cruise line in terms of the challenges and the major incident issues
the company has been facing in the past and how the issues has been handled in terms
of the crisis management point of view this being the case issues such as Costa
Concordia which basically happened in the Italian coast where the ship was noticed and
reported to have been sank causing the deaths of 32 and the evacuation of more than
4000 passengers and the main role of this case in this incident in terms of the crisis
management dimensions is to unveil the major role played by the management team in
terms of the crew whom were directly involved in this incident and the main function in
terms of the communication by the company considering the company is one of the
largest operator in the world dimensions. The other incident unveiled by this case is the
fire engine incident in the engine room in the Carnival Triumph which occurred on
February 2013 where the ship lost propulsion when the incident happened and left drift
in the gulf of Mexico where it was reported that the passengers were left in the
deplorable conditions such as lack of air conditioning, lack of food for about 4-5 hours
and experienced the condition of the non working toilets during the incidence this being

MARKETING

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the case the article focuses on the role of the crisis management and the dimensions and
capacities these cases were handled by the management of the Carnival Cruise line
management team for instance the case reveals the different dimensions the incidents
were tackled for instance in one of the incident the Costa initially did not claimed the
responsibility and termed the calamity just an incident while after a while the company
termed the incident as human error and claimed that the safety of the passengers and the
entire crew was their priority which was not the initial case when they first released the
initial incident where they were expressed sadness for the victim claiming that the
investigation of the case was what was important. Different scholar has provided the
dimensions in terms of the crisis management of how the incidents were to be handled
and provided models of how the approach to such incidences can be avoided for
instance the great work of Coombs a professor in Eastern Illinois University who
developed the situational crisis communication theory in the relations with the two
incidents of the Cruise company and basically his research is basically the in the
dimensions of how the Carnival Cruise line could improve in their crisis management.
The other notable scholars in this case are also Dr Chekitan who also performed a
SWOT analysis of the company in order to help the company in terms of time
management crisis which has been the keep failure of the company in terms of the crisis
management. Finally the case reveals and challenges the company in handling any
future incident related to the crisis management in terms of what it has learnt from the
past mistakes and the different strategies it has learnt from the articles and proposals of
these scholars.

MARKETING

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2.2: Problem identification
The main problem identified in the article in the context of the operation of the Carnival
Cruise line is the problem of the crisis management as depicted by the different
dimensions they handled the...


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