Disney Cruise Lines

Paper Summary:

This paper reviews and discusses Disney Cruise Lines. The paper focuses on the company's marketing strategies and discusses possible improvements. According to the paper, in suggesting improvements to Disney's Cruise Lines marketing strategies, the potential for greater levels of integration with the core branding of Walt Disney Company needs to first be considered.

From the Paper:

"Fifth the Disney Cruise Lines need to underscore safety and security in their cruising activities and programs. The cruise line had several instances of dozens of passengers getting ill during 2005, and this did have a temporary but significant effect on earnings according to Citigroup (2006). The cruises through the Mediterranean are also potentially risky as the areas the Disney ships, icons of American influence, will need to be protected or at least managed carefully in foreign waters and will need to be very cognizant of local political conditions before setting sail for a foreign port. "

Sample of Sources Used:

• Citigroup (2006) - Walt Disney and Company Investment Brief. June 9, 2006. Jason Bazinet, Analyst. Citigroup Global Markets. New York, New York.
• Corporate Executive Board (2001) - Practice #8, Brand Leverage Protocols. Corporate Executive Board. Washington, DC. Pages 195 - 207.
• Davis (1995) - "The Walt Disney Company". Harvard Business Review Case Study. Available for purchase from Harvard Business Review Online.
• (Prudential Equity Group Research, 2006) - The Walt Disney Company. September 20, 2006. Published by the Prudential Equity Group LLC, One New York Plaza, 15th Floor, NY, NY

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