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    Oasis of the Seas: The Largest Cruise Liner in the World

    Michael Taylor ; Ken Mark

    • Reference: IVEY-9B11A006-E

    • Year: 2009

    • Number of pages: 20

    • Geographic Setting: United States

    • Publication Date: Aug 9, 2011

    • Fecha de edición: Jun 5, 2012

    • Source: Ivey Business School (Canada)

    • Type of Document: Case

    • Industry Setting: Arts, Entertainment, Sports and Recreation;

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    Description

    The Oasis of the Seas is the largest cruise ship ever built and was launched in 2009 in the midst of the financial crisis. Two analysts from ELP Equities, a Florida-based research firm, are trying to determine which cruise customer segments the Oasis is targeted at. The information they have gathered allows them to conduct a customer segmentation analysis in preparation for a hypothetical meeting with the marketing director of Royal Caribbean International, the corporation that commissioned the Oasis.

    Learning Objective

    This case is most effective in the segmentation portion of a core marketing course, but can be used in a buyer behaviour module or a consumer insights elective. It provides an opportunity to discover how various segmentation methods may be useful in different scenarios. It affords students the chance to debate what is the best target segment, and allows the opportunity to discuss broad versus narrow target selection.

    Keywords

    Cruise Ship market planning Market research Market segmentation Market Strategy Target Market United States