Annemarie Dorota Anna Daniel PRESENTATION FOR HOLLAND AMERICAN LINE BY:
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Transcript of Annemarie Dorota Anna Daniel PRESENTATION FOR HOLLAND AMERICAN LINE BY:
Annemarie Dorota Anna Daniel
PRESENTATION FOR HOLLAND AMERICAN LINE BY:
AGENDA
Economical situation
Short term strategy and its goals
Long term strategy and its goals
Creating Competitive Advanteges
Summary
RECESSION
The financial crisis which occured on 2007 is going to affect all of the industries and bring the new strategies for companies that want
to succed.
Main questions are WHEN it will end up?HOW long the recovery will last?
1 cycle1800
2 cycle1850
3 cycle1900
4 cycle1950
Railway steel
Electrical engineering chemistry
Information technology
Petrochemicals automobiles
Steam engine cotton
5 cycle2000
6 cycle2050?
KONDRIATIEV’S CYCLE
HOW LONG RECOVERY WILL TAKE?
Stock exchange market
October 2007 9th March 2009
16th March 2009
0
200
400
600
800
1000
1200
1400
1600
18001565
676865
annual return 131%
Is it possible?
HOW RECESSION IS CHANGINGCONSUMERS’ BEHAVIOR?
Measurements:
• Consumer Confidence Index • Index of Consumer Sentiment• Decrease of households savings
WHAT CREATS PREMIUM BRANDS PRODUCTS?
Technical amendments
Extra Functions
Emotional sentiment
HOW TO SURVIVE RECESSION?
Minimalize costsRestructure organizationDrop not profitable products Invest in staff which will generate bigger
volume of salePerceive recession as an opportunity to create
advanteges
SHORT TERM STRATEGY
TOURISM
one of the most resilient and dynamic economic sector
growing contribution to GDP, in some cases over 10%
crucial role in the creation of employment
Source: World Tourism Organization
TOURISM WORLDWIDE 2020
Source: World Tourism Organization
TOURISM WORLDWIDE 2020
Source: World Tourism Organization
15 millions
25 millions2006
CRUISE INDUSTRY
2015
annual growth 6%
EUROPE CRUISE INDUSTRY
Source: G.P. Wild (International) Limited and Business Research & Economic Advisors
EUROPE CRUISE INDUSTRY
• „Europe looks today as the American market looked 15 years ago in terms of cruise interests and potential”
Robert Sharak
The Cruise Line International Association
EUROPE CRUISE INDUSTRY
• The world leader in building cruise ships
• Large proportion of its population live relatively close to the sea.
• direct cruise tourism expenditures estimated grow to €12.7 billion by 2010
EUROPE – Germany
• Decreasing unemployment rate during crisis
• almost 52% of population is confident that has necessary financial resources
• More than 56% during holidays spend money for shopping and beaty treatment
• 46% when deciding on a holiday consider value for money
EUROPE – Germany
• Environmentally friendly
The Blue Angel (Blauer Engel) a German certification for products and services that have environmentally friendly aspects.
EUROPE - Germany
Hamburg Cruise Center
• 30 million euro mega-ship berth• Accommodating ships over 300 metres• In 2009 Hamburg expects 140,000 passengers
on 90 calls
SOCIAL NETWORKING
FacebookSecond LifeLonelyPlanetNewslettersSurveys in Internet
GREEN situation
According to Bluewater Network during one week a large cruise ship generates:
• 210,000 gallons of human sewage, • 1 000 000 gallons of grey water, • 25,000 gallons of oily bilge water, up to 11,550 gallons of sewage sludge • more than 130 gallons of hazardous waste, much of
which is dumped into the ocean.
GREEN REGULATIONSClean Cruise Ship Act of 2008
• to achieve a substantial reduction in water-based pollution in the US.
• prohibit the discharge of sewage, grey water and oily bilge water within 12 nautical miles of the coast.
MARPOL Annex VI
• reduction in sulphur oxide (SOx) emissions from ships• reductions in nitrogen oxide (NOx) emissions from marine
engines
COST OF DISOBEYING THE REGULATIONS
• Carnival had to pay 18 million fine for illegal
discharges in 2002
Fuel as the biggest cost
Environmental Regulations
Gaining capacity 100 %
MAIN PROBLEMS TO FACE
Oblozenie 100 %Pricing: Trading down
How to solve all of these problems
?
LONG TERM STRATEGY
FINANCIALS OF EOSEAS
• 2 330 millions net income in 2008• Growth in revenues of 16 % for the tickets• The only company in the world that is included in both S&P 500
and FTSE 100 index
Can HAL afford it?
214,5 millions $ per solar energy ship ( 30% more than normal ship)
ADVERTISING TOOLS
ADVERTISING TOOLS
Reality Show TV
BENEFITS
Low cost of using database from social networkingReducing fix costs by spending 50 % less on fuel
Less oil prices dependence Fine avoiding from crossing the regulationsFirst mover advantageCreating new product category and trading upMaintaining premium brand
887 000
Thank You for Your time.Question session
APPENDIX SLIDES
EUROPE
European Cruise Council
• Representing the leading cruise companies operating in Europe• to promote the interests of cruise operators with the EU Institutions
in all matters of shipping policy and ship operations.• to promote cruising by the European public and encourage expansion
of the European cruise market.
European Cruise Academy
• planning, preparing and realizing Bachelor and Master Programmes for the cruise-ship industry. It is located in Rostock, Germany.
EUROPE
The yards in Finland, France, Germany and Italy are the most important suppliers to the market and currently have collectively the following shares of the world total of new orders due for completion from 2007 to 2010:
• 94% by number;• 99% by tonnage;• 99% by capacity; and• 99% by investment.
First mover disadvantages:
• Risk• Cost
First mover advantages:• Scarce resources can be preempted, e.g. occupation of prime retail
locations • The ability to register patents and trademarks that will protect the first
entrant from future competition. • Changing the economics of the market in a way that second entrants will
not have an economic justification to enter. This can cause total failure for second-movers who go to large expenses to capture a limited market.
• Early profits can be re-invested in improving the resource base. • Reputation will likely have the advantages that come from suppliers,
distributors and customers who are familiar with and loyal to their products. Second-movers tend to suffer inherently from being labeled "copy cats" and their product reputation may be unfairly questioned by the general public.
• Technological leadership• Preemption of scarce assets• Switching costs
Confidence
HOW RECESSION IS CHANGINGCONSUMERS’ BEHAVIOR?
MONETARY POLICYFED is determining
interest rate changesFISCAL POLICYe.g. tax rebate
CCI affects stock market prices
CCI
HOW RECESSION IS CHANGINGCONSUMERS’ BEHAVIOR?
ICS
Dollar Valuation Interests of Bonds
Stock market price
RECESSION
Fuel
ECONOMIC INDICATORS
ECONOMIC INDICATORS
ECONOMIC INDICATORS
ECONOMIC INDICATORS
ECONOMIC INDICATORS
ECONOMIC INDICATORS
ECONOMIC INDICATORS
DID FINANCIAL CRISIS HIT ITS BOTTOM?
Saivings
DID FINANCIAL CRISIS HIT ITS BOTTOM?
Recession in different countries
USAGermany and JapanHungaryPoland
MEDIA
MEDIA
Internet
• The cheapest medium• The fastest in implementation• The most frequently used • Global medium• According to Directorate General Enterprise and
Industry 38% of European uses to find holiday
Technical information Length: 305 Breadth: 60
Propulsion: 20,000 MW - 12,440 sq meters of sail area - 5 masts
Passenger cabins: 1,403 Passenger capacity: 3,311 Gross tonnage: 105,000
EOSEAS ADVANTAGES
- Using alternative energies for propulsion, thanks to sails mounted up on 5 masts covering 12.440 m² surface
- Using natural gas for operating a new generation of generators feeding the ship electrically and supplying for heating and cooling.
- Solar panels for feeding the ship electrically and a double skin acting as a natural air conditioning system
- Using the energy recovered from the waste treatment- Water recycling
- Optimization of hydrodynamics characteristics thanks to an air cushion under the main hull.
- Innovative propulsion system- Limitation of air emissions
- Recovery of raining waters down from the upper decks
HAL PRESENT IN EUROPE
• UK – P&O• Spain – Ibero