Based on the information provided in the Carnival Corporation & plc case study, here is a

comprehensive list of the external forces that influence the company, along with explanations:
Economic Forces: Economic forces impact Carnival's decisions on ship construction, as seen in
the agreements reached for the construction of new cruise ships in response to market
conditions and demand
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Social, Cultural, and Demographic Forces: Carnival's strategy caters to diverse lifestyles and
budgets, reflecting social and demographic diversity in its target market. The company's brands
offer a variety of experiences to appeal to different customer segments
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.
Political, Governmental, and Legal Forces: Carnival's incorporation in Panama and England and
Wales for tax reasons showcases the influence of legal and governmental factors on its
corporate structure. Compliance with international maritime regulations and laws is crucial for
the company's operations
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.
Technological Forces: Carnival's focus on innovation, such as introducing new ships with unique
features like the first ropes course and outdoor fitness area at sea, reflects the impact of
technological advancements on the cruise industry. The company's strategy of introducing new
ships regularly aligns with technological advancements and customer expectations
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Competitive Forces: Carnival faces intense competition within the cruise industry, with key
competitors like Royal Caribbean, NCL, and Disney. Carnival's market share dominance globally
highlights the competitive landscape in which the company operates, driving strategic decisions
and marketing efforts to maintain its position
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.
These external forces collectively shape Carnival's strategic decisions, market positioning, and
operational activities, illustrating the dynamic environment in which the company operates.