Cunard

Harvard Business School9-594-046
Rev. August 29, 1994
Cunard Line, Ltd.: Managing Integrated Marketing Communications
atomic number 53 of our major challenges in the current economical environment is to brace the strategic need and resources for image-building for the ships (and for Cunard) with the tactical need and resources to continue to fetch passengers for individual ships and cruises now.
In mid-1992, Eleanor Leslie, vice president for corporate and trade communications of Cunard Line, Ltd., pointed proudly to Cunards marketing and financial triumph over the pisseds entire 150-year history, including recent years. contempt this, she articulated virtually concerns as the company headed into the mid-1990s. Leslie thought that some portion of the firms continuing success could be attributed to the high recognition and image of elegance which the Cunard name enjoyed. all the same in the past few years, due to competitive pressures, economic conditions, and also the structure of Cunards organization, an increasing portion of pecuniary resource had been allocated to the marketing budgets of individual ships (rather than in behalf of the Cunard group overall). Further, an increasing counterweight of these funds was being devoted to tactical marketing.



Thus at that place had been less and less left over for the reinforcement or support of the Cunard brand name. She also thought that prospective upcountry organizational change might add to these problems.
The Company and Its Ships
Cunard Line, Ltd., was a wholly owned subsidiary of Trafalgar House, a cosmic London-based conglomerate. It had been in the cruise and steamship business since its founding in 1840. It was widely considered to be the last of the great steamship lines, and had success adequatey adapted to the contemporary marketplace.
Prior to the advent of jet travel, the firm had been an important worldwide provider of travel servicings, particularly in the midst of Europe and North America. The growth of convenient airplane service on international routes...If you want to get a full essay, order it on our website: Orderessay



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