{br} STUCK with your assignment? {br} When is it due? {br} Get FREE assistance. Page Title: {title}{br} Page URL: {url}
UK: +44 748 007-0908, USA: +1 917 810-5386 [email protected]
  1. Seaborne    Company



    Research a company called Seabourne
    illustrate advantage and disadvantage
    company background


Subject Business Pages 5 Style APA


Seabourn Cruise Line: Company Analysis

Company History and Background

Founded in 1987, Seabourn Company was started by a group of investors led by Atle Brynestad-an industrialist. Initially, the company was called Signet Cruise Line but it shortly adopted the name Seabourn Company due to protest by Signet Oil shortly concerning its trademark ownership. In 1988, the company introduced its first ship, Seabourn Pride, and later in 1989, a similar ship, Seabourn Spirit, was introduced (Jacks, 2017). Nevertheless, Carnival Corporation bought a stake worth 25% in the company in 1991. This was later increased to 50% by 1996 offering the company with adequate funds to buy Queen Odyssey, otherwise known as Seabourn Legend. The cruise line became the world’s best cruise line winning almost all ‘world best awards’. It was later bought by carnival and merged with two other cruise lines to form Cunard Line (Jacks, 2017). Later on, Atle Brynestad bought Seabourn Gooddes one and two to establish SeaDream Yacht Club. Seabourn transferred its operation from Miami, Florida to the Holland America Line quarters in Settle, Washington in 2011. Seabourn Pride and Seabourn Spirit and legend were transferred to Windstar Cruise in 2014 and 2015 respectively.

Advantage to be a small luxury cruise company

Small luxury cruise Companies are cruise lines with small capacity for passengers although they may remain competitive for customers in the industry. In small luxury Cruise Company, passengers have a wide range of choices to make (Peyroux, 2014). For instance, in Seabourn, passengers are provided with various choices in terms of food, entertainments, lecturing as well as social amenities such as gym. This is advantageous both to the small luxury cruise and its customers because the company generates a lot of revenues while customers enjoy services and products of their choices (Seldon & Seldon, 2011). Therefore, it has been advantageous for Seabourn Cruise Line to be a small luxury cruise company as it is able to make more money by offering a variety of products and services to its customers. Furthermore, small cruise line is able to monitor service delivery to its customers (Scull, 2015). For example, Seabourn seriously monitors its service delivery system. It ensures that its employees are well cared for. Also, it stresses on a perfect service delivery to the customers. Employees have been made to feel secure in their respective working positions thus, offering their best towards realizing cruise line objectives. Therefore, small cruise company is advantageous because it is easy to manage effectively.

Moreover, small cruise lines have specific operation manuals. For instance, Seabourn Cruise Line ensures that all misunderstandings on expectations are prevented by having an operational manual that is specific and clear. In effect, the overall operation of the entire cruise line is made smooth and consistent (Seldon & Seldon, 2011). This attracts more customers in as much as it retains the already existing customers. Further, it results into low employees’ turnover as they always feel satisfied to work with clearly defined mode of operations. Other advantages includes ability to effectively evaluate customers comments and complaints, the fact that everyone is inwardly propelled to get involved, employees share in revenues as well as being innovative.

Disadvantage to be a Small Luxury Cruise Company

Small Cruise Company may suffer serious competition from bigger cruise companies operating in the same line. To some extent, these big companies end up buying high percentage shares in small companies or even acquiring them fully (Scull, 2015). For instance, Carnival Corporation bought a stake worth 25% in the company in 1991. In 1996, it increased its stake to 50% and later fully bought Seabourn Cruise Line and merged it with two other cruise lines to form Cunard Line. Additionally, shore excursions may cause problems to a small luxury cruise company especially in areas of offshore trips. For example, Seabourn would not regularly visit same ports as was done by the Caribbean cruise which operated for seven days a week (Redefining small-ship luxury, 2016). As a matter of facts, small ships sometimes cannot just run excursion on any shore as they remain reserved for local communities hence reducing the number of customers in some areas for small luxury cruise companies.

Marketing Strategies

 Marketing strategies are tactics meant to lure customers into consuming products or services. Seabourn Cruise Line Company prides itself in values such as performance and results, safety and sustainability, honesty, excellent service, ethics, integrity and embracing change.  Its marketing strategies depend solely on seasonality, past demands for comparable itineraries, and port content against sea days (Peyroux, 2014). Talking about pricing strategy, Seabourn mixes cost, customers’ value and competitors to be able to facilitate the most desired marketing strategy. Regarding customer’s value, the company ensures that every expectation of the customer is met as well as predicting what customers would desire in future.

Also, the firm evaluates their competitors on ongoing basis to align and establish pricing that would compete against the one offered by competitors. Generally, small luxury cruise companies just like Seabourn Cruise Company, carry out market research, treat different customers differently and avoid low cost trap (Redefining small-ship luxury, 2016). In their marketing strategies, they ensure that all employees are involved in marketing activities, have some fun, ensure that existing customers are not forgotten, tap some good memories and involve customers where possible.


Possible Supply Chain

The Seabourn cruise company offers a number of services to its customers while they are staying on board. As such, it always avails new amenities to help keep customers on-board while attracting others. For this to happen, there is a chain of supply operating behind the scenes to see to it that products and services of high quality are delivered on time and in accordance to the mission and vision of the company (Redefining small-ship luxury, 2016). The Seabourn Cruise Line Company operates two ships, and while the customers are on board, they are enticed.  Its needs include supply of products such as engines and entertainment costumes among others. Once secured, there are people working on technical as well as serving guests. The company seeks for feedback from its stakeholders, evaluates them then acts accordingly.

Effect of Related Acts

 The Jones Act is also known as the Passenger Service Act prevents ships which are not registered in the US from embarking and debarking guests from ports in the US. The exception is that those ships with long distant foreign port itineraries are approved as distant ports (Seldon & Seldon, 2011). Therefore, the Jones Act prohibits Seabourn Cruise Line Company from operating a long distance itinerary. Cabotage law defines the transport of passengers from one point to another in the same country. Such law has no effect on the operation of Seabourn Cruise Line Company.

Overall Recommendation

  • The company should consider expanding its capacity beyond Europe and operate long distance itineraries as other big companies do. This will heighten competition ability and increase its revenue base.
  • Owing to the large number of potential customers who prefer the cruise line, Seabourn Cruise Line Company needs to increase its capacity to accommodate more passengers.
  • The company should avoid offering too high stakes to big cruise lines if it must stay in the industry. Also, it needs to speed up its responses to customers’ comments and complaint after carefully evaluating them.



Jacks, P. (2017). Seabourn ups the luxury stakes with Encore ship. Travel Trade Gazette UK & Ireland, 22.

Peyroux, T. L. (2014). The Cruise Vessel Security and Safety Act of 2010 flounders on its maiden voyage. Loyola Maritime Law Journal, 74

Redefining small-ship luxury. (2016). International Cruise & Ferry Review, (49), 53-55

Scull, T. W. (2015). Seabourn Quest. Cruise Travel37(1), 26-3

Seldon, L., & Seldon, C. (2011). Seabourn Sojourn. Cruise Travel33(3), 26-31.




Related Samples

WeCreativez WhatsApp Support
Our customer support team is here to answer your questions. Ask us anything!
👋 Hi, how can I help?