Generic & Product Markets

The cruise ship industry is very competitive and has experienced rapid growth the past 10-15 years. Many of the cruise lines are owned by one parent. They can compete for similar consumers, but each cruise line has defined their segmented market to compete. They know their target audience. They know how to reach their consumers. They know how to effectdively market to them. They have to be very efficient and effective marketers. Their products have high capacity (occupancy) that come with high fixed costs. They have to work hard to ensure the ships (products) are filled with passgengers spending money.