MKTG6002 Marketing Report: The World: Residencies at Sea Analysis

This report provides a comprehensive marketing analysis of "The World: Residencies at Sea," the largest private residential ship. It begins with an executive summary and table of contents, followed by an introduction outlining the report's objectives and scope. The discussion section delves into the ship's background, customer profiles, value proposition, and services. It identifies competitors within the cruise industry and conducts both PESTLE and SWOT analyses to evaluate the macro and micro environmental factors influencing the organization. The PESTLE analysis examines political, economic, social, technological, legal, and environmental aspects, while the SWOT analysis assesses the company's strengths, weaknesses, opportunities, and threats. The report concludes with recommendations and a summary of key findings, providing a detailed overview of the marketing strategies and challenges faced by "The World: Residencies at Sea."

Running head: MARKETING- THE WORLD: RESIDENCIES AT SEA
MARKETING- THE WORLD RESIDENCIES AT SEA
Name of the Student:
Name of the University:
Author Note:

1MARKETING- THE WORLD: RESIDENCIES AT SEA
Executive Summary
The whole report has been structured under three broad categories, introduction,
discussion and conclusion. The report is focused on the marketing factors along with the chosen
organization The World. A short description has been shared in the introduction along with the
desired marketing strategies, pestle analysis and swot analysis. In the discussion part, all the
essential aspects such as background the shipping company, customers, value proposition, and
other factors have been highlighted and discussed briefly. Pestle analysis and swot analysis have
been organized for providing a better understanding of the cruise industry. Recommendation and
conclusion have been added for summarizing the main points and suggesting some effective
measures for the future growth of this industry.

2MARKETING- THE WORLD: RESIDENCIES AT SEA
Table of Contents
Introduction......................................................................................................................................4
Discussion........................................................................................................................................5
1. Background of The World:...................................................................................................5
2. Customers and Value proposition:........................................................................................5
3. Services:................................................................................................................................7
4. Competitors:.........................................................................................................................7
5. PESTLE Analysis.................................................................................................................9
a. Political aspects:................................................................................................................9
b. Economic aspects:.........................................................................................................9
c. Social aspects:.................................................................................................................10
d. Technological issues:..................................................................................................10
e. Legal issues:....................................................................................................................10
f. Environmental issues:.....................................................................................................11
6. SWOT Analysis..................................................................................................................12
a. Strengths:........................................................................................................................12
b. Weaknesses:................................................................................................................12
c. Opportunities:..................................................................................................................12
d. Threats:........................................................................................................................12
Recommendations..........................................................................................................................12

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Conclusions....................................................................................................................................13
References:....................................................................................................................................14

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Introduction
The report is going to be discussed on the marketing theories and principles based on the
background of The World: Residencies at Sea. The primary objective is to evaluate the micro
and macro environmental aspects and forces that may influence the abilities of the organisation
so that it may execute the necessities of the target market.The other aspects will be examined in
the report in order to develop a significant structure by incorporating relevant researches. The
world: Residencies at Sea is the largest private residential ship in the whole world, and the height
of the ship is 644 feet. The ship was launched in the year 2002 and it has consisted of one
hundred sixty-five individual homes (Aboardtheworld.com, 2020). The report will be furthered
structured under SWOT analysis, and DENPTC analysis so that the readers can understand the
limitations and opportunities in order to gather more information and knowledge of the desired
consequences of the shipping industry. The report will emphasise on the marketing
environmental analysis consisting of micro-environment and macro-environment. Several types
of marketing strategies will be discussed so that developing opportunities along with reducing
the potential threats that may affect the organisation. Marketing strategies, SWOT analysis, and
DENPTC analysis will be provided for gathering more knowledge so that the readers can
stimulate their respective ideas. Therefore, all of the above strategies and analyses will be
discussed in the upcoming section.

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Discussion
1. Background of The World:
In the previous section, it was discussed that The world: Residencies at Sea are referred
to as the most massive private residential ship all across the world, and the ship was
approximately 644 feet. The ship was inaugurated in the year 2002 and it has been headquartered
in Fort Lauderdale, Florida, United States. It is operated by ROW Management, Limited. The
structure can accommodate about one hundred sixty-five single homes (Aboardtheworld.com,
2020). The homes can be divided into one hundred six apartments, nineteen studio apartments,
along with forty studios. It consists of twenty-two feet draft, twelve decks along with the highest
speed of 18.5 knots. There are at least two hundred eighty crew members, and the average
occupancy by the residents and guests are almost two hundred souls on board. It is an
international community for all the residents as well as guests to spend more time while traveling
to the most lavishing and well-traveled destinations (Moxley 2020). The desired destinations are
decided every year and residents and the captain are always determine to visit the most exotic
places ever. Every area has its individual story to share and all the residents feel as if they are
staying at their own houses just difference is that they spot new scenery will be spotted at every
time. The timings will be informed to the guests and residents and they will be exploring at
different destinations at every time, and they will be exploring new and beautiful destinations.
2. Customers and Value proposition:
They have a different structure for all the guests, and they offer studio residences for one
bedroom, two bedrooms, and three-bedroom structure. They have different exotic suites to offer
to all the guests along with separate bathrooms and kitchen for all the residents. They try to make

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a homely atmosphere for all the guests except for the extraordinary views and comfortable living
area with enough space to accommodate their individual families. The World has always been
connected with their advisors for booking purposes (Moxley 2020). The facility section is highly
professional and kind to distribute their services to the customers, who will always assist them in
every expedition. All the managers, officers, and crew members are always available to provide
any kind of services to all the guests and residents (Aboardtheworld.com, 2020).
In this shipping industry, a minimum of US$45.6 million can be earned within a year and
approximately 26 million passengers in a year. The ship crosses over all the seven oceans and
each every continent on Earth, and it depends upon the guests to choose among these
expeditions. An unmatched depth of exploration will be organised for almost 120 ports every
year. Itineraries are organised and designed to expand the experiences of the Resident during
each and every landing. There are two types of expeditions that have been planned in polar and
tropical areas for accessing all the untamed shores in the Earth (Moxley 2020). The ship has
always been engaged with colossal glaciers, deserts, old castles and beautiful museums have
been their landmark and the residents can enjoy a new area at every time. The ship has been
organising a fabulous trip in the year 2020, where they will ride to three outstanding expeditions
such as the Raja Ampat Archipelago, Antarctica, and the Kimberley region in Australia
(Aboardtheworld.com, 2020). In the year 2021, they will provide a bumpy ride to six continents
that too over 100 ports in the whole world and that includes North America, South America,
Eastern Africa, Greenland, the Middle East, Central America and Europe (Moxley 2020). The
residents along with the guests will also experience two most memorable expeditions throughout
South Georgia, the Falkland Islands, Antarctica, the White Sea, and the Russian Arctic.

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3. Services:
The ship offers a lot of expeditions to some of the rarest places on Earth, such as east
Greenland, Namibia and Mid-Atlantic, Antarctica, British Isles, Svalbard, Madagascar, and
Northwest Passage. The team members of this shipping community decide upon the places, and
they will gather some meaningful information about the places such as historical background,
natural environment, flora, and fauna, along with cultural aspects (Moxley 2020). In this way,
they engage their residents with the most exotic places in every corner of this world. They have
set a record-breaking journey by exploring wildlife and unique expeditions
(Aboardtheworld.com, 2020). The ship has been associated with sponsoring several parties and
arranging some magnificent restaurants onboard restaurants. They also engage their residents and
guests with various kinds of discussions with the experts that are related to science, culture, and
general knowledge. The ship is also acquainted with yoga centers, spa treatments, and tennis
court and water sports (Aboardtheworld.com, 2020). They also organise several kinds of
activities that are related to fitness, games, and other recreational activities that can fill the guests
with immense enthusiasm, energy, refreshment, and positivity to lead the journey. All the latest
movies are always featured for the residents and guests for their individual relaxation and
enjoyment.
4. Competitors:
There are various business entrepreneurs who are wishing to establish a set of residential
cruise ships that may cost quite lower and will be luxurious enough to gather more residents and
guests. The biggest competitor in the field of business is Carnival Corporation and Plc, and it is
the largest leisure travel organisation that provides an excellent travelling opportunity all across
the globe with exceptional value of price (Hoang, 2013). The portfolio of the organisation is

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based on global cruise line brands, which will include Carnival Cruise Line, Princess Cruises,
Holland America Line, and Seabourn in North America (Zhou, 2010). There are lines attached
with the Seabourn in North America such as P&O Cruises (UK), Cunard in Southampton,
situated in England, and it is also attached to the waterlines in Australia especially in Sydney. All
the brands have constituted together to form the largest cruise organisation of the world (Cramer
et al., 2011). There are all together hundred and two ships that have been connected with for
more than seven hundred all across the world (Carnivalcorporation.com, 2020). A new set of
nineteen ships have been added to the Carnival Corporation from the years 2017 and 2022. They
employ more than one lakh and twenty thousand guests from all over the world. It has been
acquainted with almost fifty percent of the cruise market in the whole world (Csimarket.com,
2020).
A Florida-based startup has been looking for to publish a business model, which will be
focused on passenger-owners in the purchase of the cabin. Storylines have been associated with
the process of making a residential cruise ship, and the investment will be approximately
$300,000 along with other projects attached to it. It is connected with China, where they are
building a new hull that will be launched in an innovative way by the year 2023 (Sun, Feng &
Gauri, 2014). The prices have been reduced for about $2,150 that has been kept while thinking
about all the common passengers. They are willing to gather attraction from different range of
individuals from all over the places. They are heading for exploring the best destinations in the
whole world. Another competitor has been giving tough competition to other organisation,
named Utopia. It is a 190-unit residential cruise ship along with other projects that are also
associated with the shore-side destinations. Finally, Royal Caribbean International along with

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Norwegian Cruise Line has been gaining more attention by numerous customers throughout the
whole world (Pinnock, 2014).
5. PESTLE Analysis
a. Political aspects:
All the political factors are related to the UN specialized agency and that is the
International Labor Organisation, which will be associated with the rules of
government by maintaining the cruise line industry (Christodoulou & Cullinane,
2019). It works under certain conditions associated with the crewmembers in abroad.
There are basic factors that the cruise industry has been facing due to its increasing
number of risks as it has been exploring the most parts of the world (Chen & Zhao,
2019). Therefore, it is associated with uncertainty on trade, foreign and economic
policies. Every merchant ship is required to register to the state of their individual
choices. They need to carry the flag of that chosen State. Thus, they are abided by the
rules and regulations that are linked with that state.
b. Economic aspects:
As per the researches are concerned, it has been recognized that from the year 2005,
significant growth has been identified for about 7.9%. In this way, it benefitted in the
development and invested for a worth of $32.4 billion in the U.S. economy
(Christodoulou & Cullinane, 2019). An increase in the cruise industry by six percent
from the year 2004 and an increasing number of passengers for almost eighty percent
of all the global berths. Therefore, the organisation needs to lower its purchasing
costs and should invest more in providing rooms for more passengers starting from
middle-class to lower-classes as well.

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c. Social aspects:
The social impact has been the highlighted factor but it does come with some positive
effects. The guests along with residents can gain knowledge about all the historical
and new places in the whole world. They can also gather knowledge about their
respective cultures, lifestyles and benefits of their desired destination (Chen & Zhao,
2019). There is another barrier that may cause damage to the people, who are
traveling on that ship as they may have a problem regarding caste and culture with
other guests. Most of the ships arrive at the small ports due to issues with space and
hence, high-class guests have to adjust with local guests (Christodoulou & Cullinane,
2019). It may create a kind of chaos and they have to maintain a queue while going
on a site-seeing destination.
d. Technological issues:
Advanced technology can reduce a lot of effort and may serve as the ultimate savior
in any industry especially the cruise industry. It will benefit the cruise industry in
many ways by improving its services. There are some primary requirements that are
needed in the field of technology such as cyber and data compliance, developing
customer experiences, personalized data collection, communication enhancements,
and so on (Chen & Zhao, 2019). The industry needs to focus on the integration
problem and need to provide improved internet facilities. Therefore, a massive
number of efficient operations are required while handling the issues.
e. Legal issues:
The cruise industry has to maintain and deal with issues such as rules and regulations
that differ in each and every country. All the cruise line organisations are registered

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under various countries and are directed by the jurisdictions and laws of that country
(Christodoulou & Cullinane, 2019). Maritime Law is a set of complex systems of
legal authorities which is quite different from federal as well as state law. The cruise
ships are abided and directed to three layers of inspections, international law along
other international polices that permit all the allowances for visiting at new and
different destinations (Chen & Zhao, 2019).
f. Environmental issues:
Sewage, as well as rubbish, are the main issues that can be seen in the cruise industry.
It has been damaging air as well as water and the species are getting affected. Cruise
ships have been polluting the environment more than a million cars in the world
(Christodoulou & Cullinane, 2019).

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6. SWOT Analysis
a. Strengths:
There are several strengths of the cruise industry such as traveling at every new
destination, a diverse range of experiences, exotic locations, meeting new people, and
thus it helps in developing the profit score and the desired growth (Chen & Zhao, 2019).
There will be a variety of onboard activities and vacations that leaves an everlasting
effect on the individuals (Pozuelo, 2018).
b. Weaknesses:
There is less flexibility available in this industry and the sky-high prices are only
affordable to the rich customers. The cruise industry may gain several families and guests
but they are leaving out common people (Qiao-lei, 2013).
c. Opportunities:
The right amount of investment, technological advancements and reducing business risks,
may increase a significant growth in the cruise industry.
d. Threats:
Several competitors are incorporating innovation with technology so that they may lead
the top list in the cruise industry.
Recommendations
Hence, the World Company needs to be engaged with uncertainty on trade, international
and economic policies. It can attach all the policies and register with the U.S. The company
needs to lower its prices and should provide more investments in adding more rooms for middle-
class passengers, along with lower-classes. It can explore a new set of places especially towards

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Asian countries as well and may arrange more activities to engage more customers all across the
whole world. It should provide a friendly relation with other guests as well and introduce all
types of cultural activities onboard as well.
Conclusions
Therefore, it is basically believed in traveling across the most remote islands situated in
the Pacific and the residents will receive a homely atmosphere, which has been paired with the
high level of the luxury expedition. Hence, certain requirements are needed in order to establish
the technological advancements such as data compliance, improving customer experiences,
personalized data collection, healthy communication, and so on. The organization needs to think
about the environmental factors that are affecting marine life.

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References:
Aboardtheworld.com. (2020). The World - Luxury Residences at Sea. Retrieved 4 March 2020,
from https://aboardtheworld.com/
Carnivalcorporation.com (2020). Home | Carnival Corporation & plc. [online] Carnival
Corporation & plc. Available at: https://www.carnivalcorporation.com/ [Accessed 5 Mar.
2020].
Chen, F., & Zhao, R. (2019). In what way is the cruise shipping industry possibly affecting the
development of the mechanical ventilation fans.
Christodoulou, A., & Cullinane, K. (2019). Identifying the Main Opportunities and Challenges
from the Implementation of a Port Energy Management System: A SWOT/PESTLE
Analysis. Sustainability, 11(21), 6046.
Cramer, R., De Lemos, S., Divel, L., & O’Rourke, J. S. (2011). Carnival cruise lines: Fire
aboard a stranded cruise ship. The Eugene D. Fanning Center for Business
Communication, Mendoza College of Business, University of Notre Dame.
Csimarket.com (2020). Carnival Corp Comparisons to its Competitors, Market share and
Competitiveness by Segment - CSIMarket. [online] Csimarket.com. Available at:
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Espinet, J.M., Gassiot-Melian, A. and Rigall-I-Torrent, R., 2020. An analysis of price
segmentation in the cruise industry. Journal of Revenue and Pricing Management, pp.1-
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Hoang, C. H. (2013). An investment analysis of carnival corporation & PLC (Doctoral
dissertation, University of Stirling, London).
Moxley, M. (2020). Worldwise: New York-Based Menswear Designer Kai D. Fan. [online]
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menswear-designer-kai-d-fan-01583351131 [Accessed 5 Mar. 2020].
Pinnock, F. H. (2014). The future of tourism in an emerging economy: the reality of the cruise
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