CIMA MCS Aug 2019: CruiseCalm

CruiseCalm.png

The August CIMA MCS Exam will hopefully be smooth sailing as it’s based on a scenario called CruiseCalm (ok, no more puns).

CIMA MCS August 2019: Cruise Calm Astranti Course

MCS (2)

The August 2019 MCS Course from Astranti comes with a PASS GUARANTEE.

I used Astranti to pass my MCS exam first time last year, you can read about how I passed the MCS Norton exam here.

Here is what you can expect;

  • Complete pre-seen pack of videos
  • 3 x Full tuition videos
  • 2 x Study texts
  • 2 x Live Masterclasses
  • 3 x Full Mock Exams (based on Jord Homes case study)
  • Detailed marking and feedback
  • Ethics Pack
  • Pass Guarantee

SWOT Analysis – CruiseCalm

I’ve had a look through the pre seen materials and put together a short SWOT analysis to help you on your way.

Insight

Strengths
Ship Fleet and Innovation

After the reading the pre seen materials I was concerned with the fact CruiseCalm have so few ships, however, after reading on I found out that their strategy is based on quality, not quantity;

“Cruisecalm’s ships are all less than ten years old. The company has a reputation for innovation in terms of the facilities that it offers to passengers. For example, its newest ship has been designed so that its superstructure creates an atrium around the swimming pools and sun decks.”

The mention of innovation also is a big plus for the company as a whole in terms on TQM and retaining customers. With this in mind I believe it’s a big strength of the company.

Weaknesses
IT Management

On first inspection the overview of the company management and directors looks great. There is a nice split of the NED and ED on the board and there is a well-balanced setup.

However, the point of concern for me would be the fact the Finance Director is responsible for IT.

The Finance Director is responsible for all aspects of Cruisecalm’s financial management, as well as administrative functions such as purchasing and information technology.

In the modern business environment, IT can be seen to be a critical success factor of the business. Therefore, should have the right expertise leading the information strategy systems.

What’s more, there is mention on the pricing of the cruises offered are complex and require algorithms to ensure the right pricing is set. IT would seem to play a key role in CruiseCalm.

Opportunities
Growth in Family Cruises

The current social environment in Norland is geared around older travelers who enjoy expensive and luxurious holidays, which suits CruiseCalms current business model.

“Norland is a developed country that has a high standard of living. The average age of the population is relatively high, with large numbers of citizens who can afford to indulge themselves in expensive holidays”

However, there is an emerging trend that for cruises for younger passengers and families. This is an opportunity that CruiseCalm should look to exploit.

And it would be feasible given their emphasis on innovation and highly modern fleet of ships, should they need to adapt it to accommodate a younger, family based clientele.

Threats
Overcrowding

There are a few news articles and press releases at the end of the pre-seen but they one that caught my eye was the article on “Cruise Ships lose their welcome”.

The daily news article states that due to high volume of tourists (from cruise liners) that can descend on any one destination has drawn complaints and criticisms from other holidaymakers in the area.

“The town authorities in many popular cruise destinations are considering reducing the number of ships that can be permitted to dock at any one time”

This should be cause for concern for the directors of CruiseCalm.

It throws up the questions;

  • will alternative routes have to be found in line with other cruise operators to ensure popular destinations are not overcrowded?
  • Is there sufficient on board entertainment and ;
  • can the current operations manage if the passengers are on the ship for longer periods of time?

Good Luck with the exam!

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