Who will be Allure’s main competitors in this market?
Cruise lines are one of the fast growing companies in the USA and each year the number of the competitors is going to increase. Working in one and the same industry, the companies are going to create as many specific offers as possible in order to win. The main competitors of the Allure Cruise Line in the industry are the similar companies which provide the clients with the similar services.
There are a lot of different companies in the USA which offer similar services, however, most of them cannot be considered as the company competitors as they are big international company and do not have the contradicting interests with Allure Cruise Line.
Costa Cruises, Windjammer Barefoot Cruises and The Maine Windjammer Association (Cruise Lines? 2009) are the main competitors of the Allure Cruise Line as the spheres of their interests coincide. Working in Florida and having the similar tours these companies compete severely.
Each of the companies wants to become the leading one and that is why more and more practical and innovative decisions are made. Moreover, the competition becomes stronger as the sphere is interesting and attracts more and more participants.
How will Allure distinguish itself from its competitors in these markets?
One of the main spheres of impact the Allure Cruise Line is best into and is going to compete in is the number of tours offered for the clients. The comfort and the services the clients of the company are offered cannot be compared with any other one. The company distinguishes itself from other similar companies by the quality of the services, the comfort of their ships and the possibility to choose the place of destination and departure.
The customers are offered a range of services which are going to be satisfied within the shortest period of time. The location of the Allure Cruise Line offices is one more distinguishing features as the company has the representations in many countries.
Additionally, the company is planning to expand into Mediterranean and make sure that it occupies more and more territories. Therefore, one of the main distinguishing features of the Allure Cruise Line is its desire to expand not only nationally, but also internationally.
How will they position themselves differently?
The positioning of the services is one of the most complicated affairs in the changing environment. The service positioning relies on the company customers who are to express their desires and demands in the relation to the company services. When the demands and desires are expressed, the company managers are to access the costs on the realization of those desires and the service positioning strategy.
“The service positioning strategy is a choice of which client segments the organization wants to serve, how it intends to attract and retain those clients, and what methods/know-how it uses to deliver the intended benefit” (The Berkeley Consulting Group, n.d., n.p.).
The opportunities and threats are to be considered before applying to the service positioning strategy. To be successful, Allure Cruise Line should apply to al its resources and refer to the capabilities it has. Financial resources, staff skills, facilities and assets, and knowledge are to be applied to while implementing the service positioning. The mission and the vision of the organization are to be met.
Reference List
Cruise Lines. (2009). List of Official Cruise Web Sites. Web.
The Berkeley Consulting Group. (n.d.). Berkeley Methodology. Web.