TABLE OF CONTENTS


Page


1.0 RCCL CRUISE LINES 1


1.1 MARKET DEFINITION AND ANALYSIS 1


1.2 MARKET SEGMENTATION 2


1.3 INDUSTRY STRUCTURE AND COMPETITION 3


1.4 STRATEGY FOR COMPETITIVE ADVANTAGE 4


1.5 MARKET TARGETING AND POSITION STRATEGIES 8


2.0 OBJECTIVES AS I SEE IT 9


3.0 NAVIGATION 9


4.0 GRAPHICAL DESIGN 9


5.0 EASE OF FINDING PRODUCT INFORMATION 10


6.0 EASE OF FINDING SUPPORT INFORMATION 10


7.0 EASE OF ORDERING 10


8.0 FEATURES THAT REALLY STAND OUT 10


9.0 BEST ASPECTS OF SITE 10


10.0 BIGGEST IMPROVEMENT OPPORTUNITIES 10


11.0 SITE SUGGESTIONS FOR CHANGE 10


12.0 OVERALL IMPRESSION, IMPROVEMENTS, SUGGESTIONS 10


13.0 URL 10


1.0 Royal Caribbean Cruise Line


Royal Caribbean Cruise Line (RCCL) is the world's second largest cruise company (behind top-ranking Carnival), with over 20 cruise ships and a total of 60,590 passenger berths as of August 2005. Founded in 1969, the company has been active in changing the cruise industry from a ocean carrier service into a vacation option in and of itself. RCCL offers a variety of different itineraries and its ships travel to many destinations like the Caribbean, Bahamas, Mexico, Pacific Northwest, Alaska, Asia, Australia, Bermuda, South America, Transatlantic, Europe, Bermuda, Panama Canal, Hawaii, New England, and Canada. The company operates under two separate brands, RCCL International and Celebrity Cruises. A large percentage of its passengers are from North America even though the company operates internationally to their port destinations, itineraries, activities and amenities designed to appeal to every taste, energy level and age group giving our guests the opportunity to create their own adventure. The RCCL vision: "Our vision is to empower and enable our Employees to deliver the best vacation experience to our Guests, thereby generating superior returns to our Stakeholders and enhancing the wellbeing of our Communities." ("Royal Caribbean International," n.d.)


1.1 Market Definition and Analysis


Successful sales strategy hinges on your ability to identify buyers' needs and wants. Needs are defined as objective requirements....