Cruise Line SWOT Analysis Examples
The cruising sector in recent years as consumers have started to appreciate the advantages of cruising, as well as the increase in quality of facilities and infrastructure onboard the ships.
Here are some possible ideas for a SWOT analysis for a cruise line – remember to pick and choose the ones that are relevant to your particular brand, alternatively you can use the free SWOT Excel template available on this website.
Possible Cruise Line Strengths
| Able to charge a price premium |
| Lots of key locations |
| Global coverage and reach |
| Customer-centric strategy |
| Clearly differentiated products |
| Great customer experience delivered |
| Clear value proposition |
| Clear segments targeted effectively |
| High service levels |
| Access to a customer database |
| Significant barriers to entry to the market |
| Limited emerging new entrants |
| Good outsourcing partnerships |
| Success with online comparison websites |
| Success in creating engaging online content |
| Strong social media engagement |
| Strong relationships with online “influencers” |
| Strong international brand |
| Strong brand consistency |
| Positive attitudes to the brand |
Possible Cruise Line Weaknesses
| Cannot access emerging market segments |
| Imitative product design |
| Targeting price elastic markets |
| High level of customer turnover |
| High staff turnover |
| High cost structure |
| Fluctuating cash flows |
| Resistance to change |
| Poor service levels |
| A high-cost logistics system |
| Strong existing competitors |
| Many substitute competitive products |
| Dynamic competitive landscape |
| Broad competitive set |
| No real relationships with online “influencers” |
| Reliance on a single brand |
| Perceived as a me-too player |
| Limited market appeal |
| Up and down track-record of results |
| Product-centric strategy |
Possible Cruise Line Opportunities
| Broaden our product range to offer multiple price points |
| Map out and target the steps in the customer journey |
| Develop and target clear brand personas |
| Develop and implement a CRM program |
| Pursue greater economies of scale |
| Recruit more high quality staff |
| Develop a customer relationship culture |
| Streamline our internal processes |
| Leap-frog competitor’s technology |
| Data mining of our customer database |
| Government subsidies/incentives |
| Acquire key competitors |
| Expand our number of channels |
| Target review websites for better ratings |
| Position our brand as the market leader |
| Increase our corporate social responsibility image |
| Build our brand internationally |
| Compete less on price |
| Build relationships with influencers |
| Broaden our geographic reach |
Possible Cruise Line Threats
| Ongoing weak social media engagement |
| Increased market fragmentation |
| Being too ethnocentric |
| New products cannibalizing our existing sales |
| Decline stage of the product life cycle |
| Consumers becoming more demanding |
| Changes in consumer spending patterns |
| Increased operating/technology costs |
| High staff turnover |
| Being leap-frogged by competitor’s technology |
| Unpredictable trends and disruption |
| Terrorism and impact |
| Oil/energy costs |
| Foreign exchange risk |
| New international competitors emerging |
| Industry price-war |
| Competitors providing more “value add” |
| Negative attitudes to the brand |
| Weakening value proposition |
| Poor ratings on review websites |
Summary SWOT Analysis for a Cruise Ship Line
More Information Helpful for developing a SWOT Analysis for a Cruise Line
2019 Cruise Travel Trend Predictions
Advantages and Attractions of Taking a Cruise
SWOT Analysis for a Hotel Chain
