Strategic Plan

FACULTY OF BUILT ENVIRONMENT, ART AND DESIGN

(DEPARTMENT OF CONSTRUCTION MANAGEMENT)

Assignment No.1

STRATEGIC DEVELOPMENT PLAN

Simon Lukas Bayer: 13821922

Simon Martinengo: 13728874

Frederick Jacobus Hugo: 13617723

Ronald Gigmai: 13559964

Assignment presented as part of the requirements of the unit of

Strategic Project Management 641 (10900)

Lecturer: Steve Klomp

Word Count: 4,676

14.04.2008

CONTENTS:

LIST OF FIGURES IV

LIST OF ACRONYMS 4

1 NEED AND THE MARKET ANALYSIS 1

2 CURRENT AND FUTURE MARKET SITUATION 1

3 INTERNAL ENVIRONMENT ANALYSIS OF CARNIVAL CORPORATION 2

3.1 Mission Statement 2

3.2 Management 2

3.3 Goals and Values 3

3.4 Corporate Culture 3

3.5 Core Competencies 3

3.6 Marketing 3

3.7 Research and Development 3

3.8 Information Systems 4

3.9 Financial Performance 4

3.10 Market Share 4

3.11 Resources and Capabilities of Carnival Corporation 4

3.12 Strengths 4

3.13 Weaknesses 4

4 EXTERNAL ENVIRONMENTAL FOR CARNIVAL CORPORATION 5

4.1 Socio-Cultural Environment 5

4.2 Economic Environment 5

4.3 Political – Legal Environment 5

4.4 Task/Industry Environment 5

4.4.1 Threat of Entry 5

4.4.2 Threat of Substitution 5

4.5 Power of Suppliers 6

4.6 Power of Buyers 6

4.7 Competitive Rivalry 7

4.8 Opportunities 7

4.9 Threats 7

5 TIMEFRAME: SALIENT POINTS AND STRATEGIC OBJECTIVES 8

6 LIST OF SALIENT POINTS 8

7 PROFITABILITY 9

8 LIQUIDITY 10

9 LEVERAGE 11

10 ACTIVITY 12

11 COMMISSIONING OF THREE ADDITIONAL SUPER-LINERS 13

12 INCREASE IN CRUISE INDUSTRY CAPACITY 14

13 VERTICAL INTEGRATION WITHOUT OWNERSHIP (STARWOOD) 14

14 RECENT OPERATING FAILURES 14

15 STRATEGIC OBJECTIVES FOR FY96 15

REFERENCES 17

List of Figures

Figure 1: Reasons for Cruising 1

Figure 2: Gross Profit Ration Carnival 9

Figure 3: Gross Profit Ratio Starwood 9

Figure 4: Current Ratio Data Carnival 10

Figure 5: Current Ratio Data Starwood 11

Figure 6: Dept to Asset Ratio Carnival 11

Figure 7: Dept to Asset Ratio Starwood 12

Figure 8: Fixed Asset Ratio Carnival 12

Figure 9: Fixed Asset Ratio Starwood 13

LIST OF ACRONYMS

Carnival Carnival Corporation

Starwood Starwood Hotel Resorts Worldwide INC

FY Financial Year

1 NEED AND THE MARKET