HOW TO LAUNCH A CRUISE SHIP

COURSE TITLE:

METHODS IN BUSINESS RESEARCH (MKT 404C)

COURSE INSTRUCTOR:

SAADIYEH SAID

GROUP MEMBERS:

DANISH KHALIL (ID: 14227)

AZHAR HUSSAIN (ID: 14113)
JAWAID ALAM (ID: 14614)
MUHAMMAD TAHIR ZOHAIR (ID: 14788)

CRUISE SHIP
A cruise ship or cruise liner is a passenger ship used for pleasure voyages, where the voyage itself and
the ship's amenities are a part of the experience, as well as the different destinations along the way.
Transportation is not the prime purpose, as cruise ships operate mostly on routes that return
passengers to their originating port, so the ports of call are usually in a specified region of a continent.

WHERE TO FIND THE INFORMATION?

Aviation
We will contact airlines if feasible to get the travel history of customers so that we can easily
explain about customers travelling frequency.

Tourism
We will take help of tourism department and private travel agents to get the places where
people mostly want to go.

Restaurants and Malls

We will visit customers who come to eat at exclusive restaurants in elite areas of Karachi. We
can ask some questions to get insights from the customers. Similarly, we can ask people in
superstores like Naheed super market, Aghas, Hyperstar etc.

Hotels
Hotels can provide us the data so we will get an idea about the type of hotels people usually
wants to stay in. From which places do their most customers come and stay in the hotels.

Clubs & Gymkhanas

Those customers who can have the membership of elite clubs might be the targeted customers
for a cruise ship to travel and experience the world so we will contact the clubs like Karachi Club,
Sindh Club etc. to gather contacts of these customers.

Social Media
We can talk with the customers who might be interested in travelling in cruise ships. We will
make a page on facebook and other social media websites. People freely express their likes and
dislikes on social media so we will get good response from the customers. We will make online
survey forms and polls to gather consumer insights.

Credit Card History

If we ask a particular bank to become our financial partner then we can get the history of credit
card spending by the respective customers so we can contact those customers.

RESEARCH METHODS

Questionnaires It will be conducted via online or emails, social networking sites or directly
with the individuals. We will include the questions regarding what types of customers want to
travel in cruise ships. What will be their need? Expectations? And other requirements? And if we
want to collect data for large sample then it is the most beneficial method for data collection.
Desk Search - A literature search involves reviewing all readily available materials. These
materials can include internal company information, relevant trade publications, newspapers,
magazines, annual reports, company literature, on-line data bases, and any other published
materials.
Interviewing One-to-One interviewing helps to gather important data about the research
before launching a cruise ship and it can be conducted in superstores, malls, shopping centers,
family parks, kids play areas (with their parents), restaurants and etc.
Simulation We will make a simulation on our Facebook page in which the customers can
customize the cruise ship according to their need. In this way, we will get the likes and dislikes of
each customer who uses it. Then we can customize our services.
Surveys It includes internet surveys, mail surveys, and telephone surveys.
Focus Groups We will use focus group as a preliminary research technique to explore peoples ideas
and attitudes. We can discover many customer concerns about cruise ships that we are unaware.

PERCEPTUAL MAPPING OF CRUISE SHIP

CUSTOMER PROFILE
We will divide cruise line market into three distinctive categories: Family, Party, and Business
Class

Silver Package: The first one tends to cater middle class providing much activities and a
range of restaurant services. Income of the customers will be around Rs.25000
Rs.40000

Gold Package: Middle market aims to serve upper-middle class, which can be seen as
the main market area with much diversity in consumers and cruise lines. Income of the
customers will be around Rs.40000 - 60000

Platinum Package: Luxury market offers high staff-to-passenger ratio and superior
services, so this is mainly provided for lower-upper and upper-upper social classes.
Income level of the customers will be around Rs.60000-onwards.

FEATURES OF OUR CRUISE

Shops
Buffet restaurant
Pool Tables
Table Tennis Tables
Elegant Dining Area
Children Care Centre
Spa And Fitness Centre
Theatre
Internet Caf

DESTINATIONS OF OUR CRUISE

Maldives
Sri Lanka
Yemen
Oman
U.A.E.
Qatar
Indonesia
Bahrain