The document provides an overview and strategic analysis of Royal Caribbean Cruises Ltd. It outlines the company's history and growth since its founding in 1968. It also details the company's mission, vision, fleet of cruise ships, and port locations worldwide. The document performs both external and internal audits including a SWOT analysis, financial analysis, and provides recommendations and strategies to further the company's success and address challenges.

1. Strategic Management
Gary Wilson
Kim Scruggs
Suzanne Page
Nelly Emerson
Wesley Peaden
Ryan Abbot

2. Company Overview
•The Founder
•History/Growth
•Leadership
•Port Location Map
•Cruise Ships
Mission Statement
Vision and Values
SWOT Analysis
External Audit
•EFE
•Financial Strength
•Positioning Graph
•Competitive Ratio Graph
Internal Audit
•Organizational Chart
•IFE
•Income Statement
•Balance Sheet
•Revenues
Strategic Plan
•SWOT Matrix
Evaluation
•Stock Price Graph
•Earnings
•Dividends
Conclusion
•Recommendations
•Strategies
Overview

3. The Founders
Anders Wilhelmsen & Company, I.M.
Skaugen & Company, and Gotaas Larsen,
Norwegian shipping companies (1968)

4. History & Growth
• First vessel was launched
in1970, “SONG OF NORWAY”.
• 1970’s & 1980’s
Rapid Growth
New Megaships
• 1990’s-2000
New destinations
Name change
Damage control

5. 2001 and Beyond
•New adventures
•New ships
History & Growth

6. Royal Caribbean Leadership

7. Port Location Map
Alaska
Hawaii
Canada/New England
Bermuda
Bahamas
Caribbean
Panama Canal
South America
Europe/The Mediterranean
Dubai/Emirates
Asia
Australia/New Zealand

8. Royal Caribbean Cruise Ships
Oasis Class
•Allure of the Seas
•Oasis of the Seas
Freedom Class
•Freedom of the Seas
•Liberty of the Seas
•Independence of the Seas
Voyager Class
•Navigator of the Seas
•Adventure of the Seas
•Voyager of the Seas
•Explorer of the Seas
•Mariner of the Seas
Sovereign Class
•Majesty of the Seas
Radiance Class
•Serenade of the Seas
•Brilliance of the Seas
•Radiance of the Seas
•Jewel of the Seas
Vision Class
•Vision of the Seas
•Grandeur of the seas
•Rhapsody of the seas
•Splendour of the seas
•Enchantment of the seas
•Legend of the seas

9. Mission Statement
We always provide service with a friendly greeting and a
smile.
We anticipate the needs of our customers.
We make all efforts to exceed our customers'
expectations.
We take ownership of any problem that is brought to our
attention.
We engage in conduct that enhances our corporate
reputation and employee morale.
We are committed to act in the highest ethical manner
and respect the rights and dignity of others.
We are loyal to Royal Caribbean and Celebrity and strive
for continuous improvement in everything we do.

10. Vision and Values
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.

11. SWOT Analysis

12. Strengths/Weaknesses
Strengths
•Strong Market Position
•Great Brand Recognition
•Increasing Revenues
•High Customer Ratings
Weaknesses
•Primarily Viewed as a Luxury Vacation
•Recent Competitor Shipwrecks Hurting Demand
•High Dependency on High Cost Fuel
•Slowing Demand in European Economy

13. Opportunities/Threats
Opportunities
•Moderate Growth In U.S. Economy (51% Of Ticket Sales Are From U.S.)
•Growth Potential In Family Market (4/12/13 Cut Children’s Fares Up To 50%)
•New Ship “Quantum Of The Seas” (New Features; 80” Virtual Balcony
Screens, Ferris Wheel, Skydiving, Bumper Cars, 4,180 Passengers, Based 7 Miles
South Of NY City)
•Asia (Largest Growth Market With Growing Middle Class And Large
Population)
•Large Portion Of Target Audience (25-40) Haven’t Cruised
•77% Of Past Cruisers Plan To Cruise Again In The Next 3 Years
•On Pace To Have The Top Five Largest Cruise Ships
•Less Than 20% Of The Us Population Have Went On Cruises
•First Time Cruisers Frequently Report Exceeded Expectations For Food,
Entertainment, Accommodations, And Overall Quality
Threats
•European Financial Crisis
•Rising Fuel Costs
•More Efficient Competitors (With Lower Overhead)
•Terrorism (Large Groups Of People In A Confined Space)
• People Are Becoming More Financially-conscious
• Does Not Bode Well For Pricey Recreational Activities

14. External Audit

15. EFE

16. Financial Strength
Source:
(http://phx.corporate-ir.net/staging/phoenix.zhtml?c=103045&p=irol-fundRatiosm)
Quick Ratio (MRQ) 0.18
Current Ratio (MRQ) 0.22
LT Debt to Equity (MRQ) (%) 83.89
Total Debt to Equity (MRQ) (%) 102.18

17. Positioning Graph

18. Competitive Financial Ratio

19. Internal Audit

20. Organizational Chart

21. IFE

22. Income Statement

23. Balance Sheet

24. Revenues

25. Strategic Formulation

26. SWOT Matrix

27. Evaluation

28. Stock Price Graph

29. Stock Price Graph cont.

30. Earnings

31. Dividends

32. Conclusion
“A satisfied customer is the
best business strategy of all.”
~Michael LeBoeuf

33. Recommendations
• Direct target marketing to groups ages 25 to 40.
• Continue to monitor corporate governance.
• Establish more departure US port locations such as
San Francisco, CA and Mobile, AL.
• Develop a cruise to nowhere.
• Add more departure ports and destinations in Asia
such as Hong Kong and Shanghai, China

34. Strategies
• Aggressive approach in marketing to their target
market.
• Increase partnerships with others in entertainment
industries.
• Intensive market research in Asia including
government regulations.
• Improve employee training with emphasis on the
company’s mission, vision, and code of ethics.
• Implement employee incentives to attain industry
leader status in customer service.
• Improve compliance with national and international
environmental regulations.

35. Questions

36. Sources
• “The Royal Caribbean International official website”
http://www.royalcaribbean.com/home.do
• “Royal Caribbean Commercial”
http://www.youtube.com/watch?v=RdL9fu_OTh0
http://www.youtube.com/watch?v=5VvXw_nIwzg
• <http://phx.corporate-ir.net/staging/phoenix.zhtml?c=1
03045&p=irol-fundRatiosm>
• Hoover Royal Caribbean Financial Report