Framework For Marketing Management

Discuss about the Framework For The Marketing Management.

 

Introduction

The report deals with analysis of the 5Cs for the respective organization named P & O Cruise. The different techniques have to be analysed effectively in order to understand the ways of collecting information about the 5Cs.

Overview of P&O Cruisers

P&O cruises is the British cruise line that is based in Carnival House in Southampton, England that is operated by Carnival Corporation & plc (Pocruises.com, 2018). P&O is one of the oldest cruise line in the entire world and it was founded in the year 1837 and the parent company of P&O cruises is Carnival Corporation in which the total capacity for boarding passengers is of 14,970 and it has more than 5% market share of all cruise lines in the entire world.

Analysis of 5Cs of P&O Cruises

Strengths

P&O cruises is in good position to capture the shares in the market as it is the international firm with different ships operating in U.S., Bahamas, Australia, UK and Panama. The cruising industry carried high revenue potential and the respective company has high potential to seize such kind of potentiality (Olson et al. 2018).

Weaknesses

The different weaknesses included the engine fire in ship along with losing power and the crashing of the ship that left the passengers injured.

 Opportunities

The carnival can improve the technology of ship as to avoid the mechanical failures by implementing a campaign to regain the confidence among the customers.

Threats

Carnival faces external complications from legislative actions and it has been seen that the entire cruise industry is growing in a rapid manner. In the pressure from legislations, they are facing high levies and there is corporate closure (Kotler 2015).

1. b) Customers

The P&O cruise company is serving the premium customers wherein the main attractions are the average household whose income is around USD90,000. Furthermore, it has been 97% of the cruisers are more than 25 years old. The behaviour of the customers commendable towards the services provided by them as it is pollution free and the services provided by the company is outstanding.

1. c) Collaborators

The main suppliers of the Carnival Cruise are the interior and exterior suppliers in which both of them are essential and they serve the company positively. The collaborators play an essential role in pitching the product along with adopting strategic approach (Sheth and Sisodia 2015).

1. d) Competitors

The main competitors of P&O cruises are Royal Caribbean Cruises and it is affecting their competitiveness in the market. Royal Caribbean is one of the big threats to the respective cruise company as they provide much better facilities with the technological advancements. It has been seen that Royal Caribbean provides continual training to the employees and serve the customers with spa and fitness (Järvinen and Taiminen, 2016).

1. e) Context

The main factors that affects the organization named P&O cruises are as follows:

• Technological factor includes new technology for ship that includes dual-engines, system of air lubrication and on-board system of entertainment as this can work as the opportunity such as saving fuel, saving the operational power.
• Socio-cultural factors include labour issues, work conditions and cultural landscape as this is weakness for the P&O cruises such as the racism can be a danger to the company employees (Chernev 2018).
• Political factors include the policy of free movement of capital that caused issues as there is loss of fiscal dependence and human resource development as well.
• Economic factors include change in the behaviour of consumers and cruise tourism growth and this has to be handled by the company wherein increased poverty and reduction in employment in order to promote the tourism in an effective manner with proper implementation of technological advancements.

Collection of information by P&O cruises

The P&O cruises has collected the entire information regarding the competitors through the implementation of filtering, aggregating and alerting technology as this helps the company in accessing the real time conversations.

The company needs to do some reporting with the help of internal and external experts as they can guide the company about the market trends and competitor habits. P&O Cruises has to build information database and monitor the different information published by the different regulatory agencies and expert blogs (Baker and Saren 2016).

Furthermore, the respective company named P&O Cruises has remained ethical and avoided deception to gain information from the competitors and analyse their position. The win/loss analysis is required to be conducted as to gain genuine information about the various competitors.

The needs of the customers are collected by the company named P&O Cruise by analysing the customer service records along with different referral sources. The company can conduct the website activity in which the company needs to provide with different multiple-choice questions and such activity will be taken into consideration to choose the customer base accordingly (McDonagh and Prothero 2014). The communication can help the company with usage of the different kind of check of the customer records in an effective manner.

The accurate and informative contact list is the powerful marketing tools to receive comprehensive contact information of the customers and reach the right customers with the right kind of messages as this acts as the social impact element. The communications from the company to the customers of one of the essential tools that can assist them in monitoring the effectiveness of the records of the customers effectively.

The role of the collaborators that are played by them in the process of P&O Cruise can be gained by them by proactively entering into supplier related information prior to the sourcing of the entire event. The company needs to build a database that provides richer pool of the different suppliers to choose from them as this will help them in gaining competitive advantage in the market (Baker and Saren 2016).

The databases can help the company in managing the different and conducting extensive vetting exercises as to collect the information on-board as this will be done prior to the conjunction with sourcing activities. The automated supplier information has to be collected with automating the supplier performance management and this will facet of the business.

P&O Cruise can collect the information about the changes taking place in the business by looking into the works performed by the other top competitors in the market. The P&O Cruise Company has to understand the changing preferences of the customers in the competitive market as this will help the company in gaining more knowledge on the tastes (Brown 2016).

 The competitive advantage can be gained by the customers with analysis of the technological advancements that is lacking in their company and sort the same with implementation of different kind of activities that is based on usage of technology.

It has been seen that the Royal Caribbean Cruises is performing well in the market and is gaining more customer base in the market that has to be handled by them with the help of strategic objectives implementation.

Conclusion

Therefore, it can be concluded that the 5Cs has been analysed in such a manner that has helped the organization in solving the different kind of weaknesses, threats, opportunities and strengths of the company. The different process of collecting information has been collected by the company with the help of the social media and other implementation of technological advancements as well.

References

Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.

Brown, S., 2016. Postmodern marketing: dead and buried or alive and kicking?. In The marketing book (pp. 43-58). Routledge.

Chernev, A., 2018. Strategic marketing management. Cerebellum Press.

Dibb, S., 2014. Up, up and away: social marketing breaks free. Journal of Marketing Management, 30(11-12), pp.1159-1185.

Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, pp.164-175.

Kotler, P., 2015. Framework for marketing management. Pearson Education India.

McDonagh, P. and Prothero, A., 2014. Sustainability marketing research: Past, present and future. Journal of Marketing Management, 30(11-12), pp.1186-1219.

Olson, E.M., Slater, S.F., Hult, G.T.M. and Olson, K.M., 2018. The application of human resource management policies within the marketing organization: The impact on business and marketing strategy implementation. Industrial Marketing Management, 69, pp.62-73.

Pocruises.com. (2018). P&O Cruises: 2018, 2019 & 2020 Cruise Holidays. [online] Available at: http://www.pocruises.com/ [Accessed 12 May 2018].

Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the future. Routledge.