MARKETING PLAN SUMMARY 1
Week 8 Discussion Thread: Disruptive Marketing Plan Summary
Dexter Tyrone Cassell
School of Business, Liberty University
BUSI 745 – Marketing for Competitive Advantage
Dr. Corum
December 16, 2021
Author Note
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to
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MARKETING PLAN SUMMARY 2
Disruptive Marketing Plan
The target brand that has been selected for the study is Princess Cruises. Princess Cruises
is an America-based cruise line managed and owned by carnival corporations, with its
headquarters in Santa Clarita in California. Since its formation in 1965, the company has
emerged as one of the best cruise line companies in the United States. The company enjoys a
market share of 17% and has offered employment to more than 30,000 people (Tiago et al.,
2018). However, there has been a considerable number of new entries in the market, which has
forced the brand to adopt a disruptive marketing plan. The plan aims to attract more customers
and maintain loyal customers.
The company has been looking to find new ways to manage the complaints that it has
received from the customers. The company has been able to use innovative technology that has
allowed the customers to have communications devices that they will be using when raising their
concerns. These communication devices have proved helpful because they have reduced
movements in the ship. The customers can communicate with the ship attendants when making
an order or request.
The company has also provided onboard services to the customers by including
personalized delivery of food and drinks and provision of WIFI networks. Customers through
this plan can order foods and drinks of their own choice. WIFI has improved the image of the
ship, and customers on board can browse for free when on the ship; this, in turn, increases the
travel experiences of the customer with Prince Cruise. Despite the provision of these excellent
services, the main setback of Prince Cruise is that it has not been able to provide recreational
services to its esteemed customers. This has led the company to lose its customers to the new
entrants in the shipping market that offer recreational services.
MARKETING PLAN SUMMARY 3
The marketing mix of Prince Cruise ship shows the areas that the company should
improve on to make more profits and be able to maintain its customers. The onboard services
that Princess Cruise offers include personalized delivery of foods, drinks, and access to free
WIFI. It is, however, a good move if the company provides its customers the chance to interact
with the attendants one on one. Through this method, Princess Cruise company will reduce the
noise in their ships while also ensuring that the attendants connect very well with the customers.
The drinks should also be placed where fun games can be provided. Through this, many
customers will be enticed to participate in these gaming activities, which will, in turn, improve
the customers' experience with Princess Cruise.
With the price of a range of the services offered in the Princess Cruise, three personalized
dining services are provided under a dining package known as "Dine My Way." The first package
is called "Class Club Dining," It offers dining services to only the full-suite customers, and the
attendants preserve their seats. The second package is called "Casual Dining," where customers
mainly serve coffee and quick bites. "Specialty Restaurants" is the third package where
customers are allowed to celebrate their baby showers, anniversaries, birthdays, and many more.
The prices of the tickets vary depending on the class that the customer wants to travel in. The
company should harmonize the costs and ensure that there are minimal customer complaints.
Princess Cruise conducts its services mainly in the United States. The company currently
has fourteen fleets of the ship that operates in all its 380 destinations (Becker & Jaakkola, 2020).
The company has also tried the promotion strategy, with the latest advert that features Asia, an
emerging market. Princess Cruise has also specialized in using digital marketing strategies such
as social media to reach out to many customer prospects.
MARKETING PLAN SUMMARY 4
The company currently targets local tourists, people going on vacation, high-income
class, people who need an arena to have their events such as birthdays, and people going on
business trips. The new primary market that Princess Cruise Company can target is the students
going for vacations and trips. The new secondary market that the company can focus on is the
opportunity that has been presented by the politicians being allowed some time off for vacations.
The company has made unique rooms that prominent people use.
The disruptive marketing plan will help the company meet customer needs. The main
reason for Princess Cruise to install onboard games is to ensure that customers have refreshed
and enjoy as they travel. The games also help customers reduce any form of stress and
psychological problem. Subsidizing prices will help Prince Cruise maintain loyal customers and
help attract more customers. The new positioning statement for Princess Cruise is to deliver fun,
safe, and memorable travel at an exceptional value. Through this statement, Princess Cruise
helps set the customers' expectations and maintains efforts in ensuring that services have been
delivered well.
Customers should be made happy with the services provided by any company (Becker &
Jaakkola, 2020). To understand customer satisfaction, Princess Cruise can devise ways to help in
acquiring information on how the experience was. Through questionnaires, the customers can
rate the services of Princess Cruise and give recommendations on what might work well for the
company. Princess Cruise has laid a significant focus on attracting young customers, and this is a
strategy of the company because the most significant percentage of social media users are young
people. It is, therefore, a strategy that will use the young generation as a way of marketing
Princess Cruise through social media.
MARKETING PLAN SUMMARY 5
In conclusion, the disruptive market idea for Princess Cruise Company from the study
shows that the installation of recreational onboard services will reduce the boredom of the
customers. When there is customer satisfaction, Princess Cruise Company will receive good
customer reviews (Tiago et al., 2018). With complimentary reviews, Princes Cruise Company
will make more profits while engaging more with the communities. The idea helps Princess
Cruise Company improve customer satisfaction, and therefore the customer will be in a position
to enjoy the journey. With the execution of the concept, there will be a combination of the
onboard games, free WIFI, and a variety of foods and drinks. This combination will make
Princess Cruise be the best company in the shipping sector.
MARKETING PLAN SUMMARY 6
References
Becker, L., & Jaakkola, E. (2020). Customer experience: Fundamental premises and implications
for research. Journal of the Academy of Marketing Science, 48(4), 630-
648. https://doi.org/10.1007/s11747-019-00718-x
Shahijan, M. K., Rezaei, S., & Amin, M. (2018). Qualities of effective cruise marketing strategy:
Cruisers’ experience, service convenience, values, satisfaction, and revisit intention. The
International Journal of Quality & Reliability Management, 35(10), 2304-
2327. https://doi.org/10.1108/IJQRM-07-2017-0135
Tiago, F., Couto, J., Faria, S., & Borges-Tiago, T. (2018). Cruise tourism: Social media content
and network structures. Tourism Review (Association Internationale d ’Experts
Scientifiques Du Tourisme), 73(4), 433-447. https://doi.org/10.1108/TR-10-2017-0155
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