... 105% capacity,3 which means they are getting full use of their assets. Strategic Posture When Ted and Micky Arison envisioned Carnival in 1972, they wanted to produce a product that had the classic cruise elegance with the convenience of a land-based vacation. They wanted to market an all inclusive vacation package that was comparable in price to what the average person would spend when they went on a land-based vacation. That way, not only the wealthy could take a cruise vacation, but also those with moderate incomes. Carnival's mission statement reads, "Our mission is to deliver exceptional vacation experiences through the world's best-known cruise brands that cater to a variety of different lifestyles and budgets, all at an outstanding value unrivaled on land or at sea".4 The business that Carnival is in is the cruise vacation and their mission statement is congruent with that. It is also in line with their ...

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