The paper “ Strengths, Weaknesses and Opportunities of Carry-On-Cruising" is an exciting example of a case study on marketing. This report is going to analyze the business environment under which a company known as Carry-On-Cruising which is a leisure river cruise company operates under and how to improve its operations and ensure sustainability through the use of a marketing plan. As an advisor to the marketing director, we are going to analyze Carry On Cruising Ltd. ’ s business and come up with a marketing plan that will ensure the company achieves its short term and long term goals within the next 1 year for short term goals and within 3 to 4 years for the long term goals.
In the process of analyzing the situation of an organization we usually consider the SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis in order to come with a plan meant to achieve the company’ s goals. The SWOT analysis for carrying On Cruising Ltd is outlined below: StrengthsCarry on Cruising Ltd has well qualified and large workforce who offer services to its clients and this workforce is an asset to Carry-On-Cruising Ltd.
Carry-On-Cruising Ltd has been operating on the River Thames offering niche services such as offering meals on boats and transporting to landmarks within London. Licenses are given to Carry-On-Cruising Ltd for a period of 5 years, for 32 weeks for each year. These licenses enable the company to plan ahead without being interrupted therefore the company has an advantage with licensing issues. The financial status of the company is also strong after the contracts it acquired in 1998 with Millennium Dome. Recently in the year 2010, the company acquired an outstanding clientele of about 1.5 million passengers where it managed to serve 1000 meals and earned over £ 1.5 M with a significant turnover of about £ 13 M.
The other major strength that the company has with respect to its competitors is the fact that given that London is viewed as a major tourist destination, Carry-On-Cruising Ltd is very strategic and of good reputations. WeaknessesWeaknesses can be summed up as internal factors that could hamper the growth of Carry-On-Cruising Ltd from achieving its market leadership position in the market.
Weaknesses that Carry-On-Cruising Ltd exhibit include the high cost of maintaining boats as these machines consume fuel and costs of maintenance. Carry-On-Cruising Ltd could also face licensing issues so that in case once the boat licenses expire the company might face hitches in case the licenses are not renewed. Carry-On-Cruising Ltd has secured some loans to finance some of its projects; the high cost of paying back these loans could be a weakness to the company. OpportunitiesOpportunities are factors external to the company that could favor the company in extending its market share.
In the leisure boat industry, Carry-On-Cruising Ltd has been offering niche services to its clients. Some of these services include offering food and drinks to its clients through its stationery boats anchored along the River Thames. Carry-On-Cruising Ltd services have enabled the company to grow tremendously over the years and in 1998 the company won a contract to transport passengers to the famous site of the Dome in London. The company has an opportunity to win another contract in transporting people to the O2 arena once negotiations are complete.
The other potential opportunity for the company is the forthcoming 2012 Olympics Games which will experience a surge of visitors interested in experiencing London over a short period of time (Ranchhod 2004).