Marketing Management Report: P&O Cruises 5Cs and Information

This report provides a comprehensive analysis of P&O Cruises, a British cruise line, using the 5Cs framework: company, customers, collaborators, competitors, and context. The report examines P&O Cruises' strengths, weaknesses, opportunities, and threats, highlighting its position in the international market and its relationship with its parent company, Carnival Corporation. It analyzes the characteristics of its customer base and the role of its collaborators and competitors, including Royal Caribbean Cruises. The report also explores the impact of technological, socio-cultural, political, and economic factors on the company. Furthermore, the report discusses the various methods P&O Cruises uses to collect information about its competitors, customers, and collaborators, including the use of social media and database management. The conclusion summarizes the findings and emphasizes the importance of the 5Cs analysis in addressing the company's challenges and opportunities.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Executive Summary
The report has helped in analysing the 5Cs of the respective company named P&O cruises
Company. The different kind of collecting the information about the customers, collaborators
and competitors has been gained with the help of the usage of social media. Proper analysis
and identification has been done in order to understand the importance of the 5Cs.

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Table of Contents
Introduction................................................................................................................................3
Overview of P&O Cruisers........................................................................................................3
Assignment 1..............................................................................................................................3
Analysis of 5Cs of P&O Cruises............................................................................................3
Assignment 2..............................................................................................................................5
Collection of information by P&O cruises.............................................................................5
Conclusion..................................................................................................................................7
References..................................................................................................................................8

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Introduction
The report deals with analysis of the 5Cs for the respective organization named P & O
Cruise. The different techniques have to be analysed effectively in order to understand the
ways of collecting information about the 5Cs.
Overview of P&O Cruisers
P&O cruises is the British cruise line that is based in Carnival House in Southampton,
England that is operated by Carnival Corporation & plc (Pocruises.com, 2018). P&O is one
of the oldest cruise line in the entire world and it was founded in the year 1837 and the parent
company of P&O cruises is Carnival Corporation in which the total capacity for boarding
passengers is of 14,970 and it has more than 5% market share of all cruise lines in the entire
world.
Assignment 1
Analysis of 5Cs of P&O Cruises
a) Company
Strengths
P&O cruises is in good position to capture the shares in the market as it is the
international firm with different ships operating in U.S., Bahamas, Australia, UK and
Panama. The cruising industry carried high revenue potential and the respective company has
high potential to seize such kind of potentiality (Olson et al. 2018).
Weaknesses
The different weaknesses included the engine fire in ship along with losing power and
the crashing of the ship that left the passengers injured.

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Opportunities
The carnival can improve the technology of ship as to avoid the mechanical failures
by implementing a campaign to regain the confidence among the customers.
Threats
Carnival faces external complications from legislative actions and it has been seen
that the entire cruise industry is growing in a rapid manner. In the pressure from legislations,
they are facing high levies and there is corporate closure (Kotler 2015).
b) Customers
The P&O cruise company is serving the premium customers wherein the main
attractions are the average household whose income is around USD90,000. Furthermore, it
has been 97% of the cruisers are more than 25 years old. The behaviour of the customers
commendable towards the services provided by them as it is pollution free and the services
provided by the company is outstanding.
c) Collaborators
The main suppliers of the Carnival Cruise are the interior and exterior suppliers in
which both of them are essential and they serve the company positively. The collaborators
play an essential role in pitching the product along with adopting strategic approach (Sheth
and Sisodia 2015).
d) Competitors
The main competitors of P&O cruises are Royal Caribbean Cruises and it is affecting
their competitiveness in the market. Royal Caribbean is one of the big threats to the
respective cruise company as they provide much better facilities with the technological

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advancements. It has been seen that Royal Caribbean provides continual training to the
employees and serve the customers with spa and fitness (Järvinen and Taiminen, 2016).
e) Context
The main factors that affects the organization named P&O cruises are as follows:
 Technological factor includes new technology for ship that includes dual-engines,
system of air lubrication and on-board system of entertainment as this can work as the
opportunity such as saving fuel, saving the operational power.
 Socio-cultural factors include labour issues, work conditions and cultural landscape as
this is weakness for the P&O cruises such as the racism can be a danger to the
company employees (Chernev 2018).
 Political factors include the policy of free movement of capital that caused issues as
there is loss of fiscal dependence and human resource development as well.
 Economic factors include change in the behaviour of consumers and cruise tourism
growth and this has to be handled by the company wherein increased poverty and
reduction in employment in order to promote the tourism in an effective manner with
proper implementation of technological advancements.
Assignment 2
Collection of information by P&O cruises
The P&O cruises has collected the entire information regarding the competitors
through the implementation of filtering, aggregating and alerting technology as this helps the
company in accessing the real time conversations.
The company needs to do some reporting with the help of internal and external
experts as they can guide the company about the market trends and competitor habits. P&O

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Cruises has to build information database and monitor the different information published by
the different regulatory agencies and expert blogs (Baker and Saren 2016).
Furthermore, the respective company named P&O Cruises has remained ethical and
avoided deception to gain information from the competitors and analyse their position. The
win/loss analysis is required to be conducted as to gain genuine information about the various
competitors.
The needs of the customers are collected by the company named P&O Cruise by
analysing the customer service records along with different referral sources. The company
can conduct the website activity in which the company needs to provide with different
multiple-choice questions and such activity will be taken into consideration to choose the
customer base accordingly (McDonagh and Prothero 2014). The communication can help the
company with usage of the different kind of check of the customer records in an effective
manner.
The accurate and informative contact list is the powerful marketing tools to receive
comprehensive contact information of the customers and reach the right customers with the
right kind of messages as this acts as the social impact element. The communications from
the company to the customers of one of the essential tools that can assist them in monitoring
the effectiveness of the records of the customers effectively.
The role of the collaborators that are played by them in the process of P&O Cruise
can be gained by them by proactively entering into supplier related information prior to the
sourcing of the entire event. The company needs to build a database that provides richer pool
of the different suppliers to choose from them as this will help them in gaining competitive
advantage in the market (Baker and Saren 2016).

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The databases can help the company in managing the different and conducting
extensive vetting exercises as to collect the information on-board as this will be done prior to
the conjunction with sourcing activities. The automated supplier information has to be
collected with automating the supplier performance management and this will facet of the
business.
P&O Cruise can collect the information about the changes taking place in the
business by looking into the works performed by the other top competitors in the market. The
P&O Cruise Company has to understand the changing preferences of the customers in the
competitive market as this will help the company in gaining more knowledge on the tastes
(Brown 2016).
The competitive advantage can be gained by the customers with analysis of the
technological advancements that is lacking in their company and sort the same with
implementation of different kind of activities that is based on usage of technology.
It has been seen that the Royal Caribbean Cruises is performing well in the market
and is gaining more customer base in the market that has to be handled by them with the help
of strategic objectives implementation.
Conclusion
Therefore, it can be concluded that the 5Cs has been analysed in such a manner that
has helped the organization in solving the different kind of weaknesses, threats, opportunities
and strengths of the company. The different process of collecting information has been
collected by the company with the help of the social media and other implementation of
technological advancements as well.

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References
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Brown, S., 2016. Postmodern marketing: dead and buried or alive and kicking?. In The
marketing book (pp. 43-58). Routledge.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Dibb, S., 2014. Up, up and away: social marketing breaks free. Journal of Marketing
Management, 30(11-12), pp.1159-1185.
Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B content
marketing. Industrial Marketing Management, 54, pp.164-175.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
McDonagh, P. and Prothero, A., 2014. Sustainability marketing research: Past, present and
future. Journal of Marketing Management, 30(11-12), pp.1186-1219.
Olson, E.M., Slater, S.F., Hult, G.T.M. and Olson, K.M., 2018. The application of human
resource management policies within the marketing organization: The impact on business and
marketing strategy implementation. Industrial Marketing Management, 69, pp.62-73.
Pocruises.com. (2018). P&O Cruises: 2018, 2019 & 2020 Cruise Holidays. [online] Available
at: http://www.pocruises.com/ [Accessed 12 May 2018].
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.