This case, previously titled Oasis of the Seas: The Largest Cruise Liner in the World, was updated by the case writers in May 2024.The Icon of the Seas is the largest cruise ship ever built and was launched in 2022 in the midst of a financial crisis. Two analysts from ELP Equities, a Florida-based research firm, are trying to determine which cruise customer segments the Icon is targeted at. The information they have gathered allows them to conduct a customer segmentation analysis in preparation for a hypothetical meeting with the marketing director of Royal Caribbean International, the corporation that commissioned the Icon.
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