Description: Sun, fun and drinks on a boat? That’s about as logical a brand extension as one could imagine for Sir Richard Branson’s Virgin Group, which plans to field two new, 4,200-passenger cruise ships late this decade and begin selling Caribbean voyages.
Source: Businessweek.com – video report
Date: Dec 05, 2014
Questions for Discussions:
- Who is Virgin targeting?
- What would you suggest they do on board and off to attract and develop this customer?
- How would you change the management of a cruise ship and back-office in order to better serve this niche customer?
