Carnival Cruise Lines

I would go about instilling a CRM culture at Carnival by highlighting and explaining the benefits of CRM. I would mention the following benefits:-

• understanding the value of a particular customer during their entire life cycle

• consistent structured and complete customer information, customer identification

• comprehensive customer management through all communication channels (telephone, e-mail, Internet, sales visits)

• greater emphasis on customer retention through loyalty-building programmes

• planning product cross-marketing strategies

• measuring marketing campaigns and sales activities impact

• optimising, automation and control of marketing, sales and service processes

• rationalisation of operations saving time and money

I would start from the older executives and my first project will be one where I demonstrate implementing CRM will result in higher income, higher profits, and, more efficient and targeted marketing. I will also show how competitive Carnival Cruise can become by implementing CRM. I will also show work within the company becomes well-organized, systematic, and coordinated, thereby eliminating waste of funds on unnecessary projects when CRM information is used to analyze trends and shared with those people who are directly or indirectly involved with CRM. I would make use of available customer data in the first project. I would particularly make use of data of each guest; how much they are spending and on what they are spending.

Despite Cathay Pacific's efforts to manage their spare parts inventory in an optimal manner, they still encountered circumstances where a certain part was needed and no stock was available. Coping with such a situation was referred to as shortage management. Shortage management was a process of sourcing parts that, for one reason or another, were unavailable to meet the expected demands.

When Cathay Pacific required a spare part immediately and none was readily available, they explored several options to meet the urgent need:

• Aircraft-on-ground (AOG) orders were employed in situations where a Cathay Pacific plane was grounded and could not take off without a certain part. When an AOG order was placed, the part