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Business CaseHolland America Line
byAnderson HexselDenis NascimentoFelipe RaffaniIngrid Almança
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Agenda
• HAL Situation• Economic Situation• Short-term strategy• Long-term strategy• Financial Analysis• Conclusion
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HAL SITUATION
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HAL Situation
• What is the company?– Premium Cruise Company– Founded in 1873– Subsidiary of Carnival Inc.– 14 Ships– Cruises to all of America, Europe, Asia and
Oceania
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financials Analysis Conclusion
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HAL Situation
• Good aspects:– Company is still filling their ships– Operations are stable amidst crisis– Board of Directors is confident and optimistic– Mother company’s shares are increasing– Already present in new medias
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financials Analysis Conclusion
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HAL Situation
• Bad aspects:– Discount rate is too high– Mother Company has stopped paying dividends– Market is threatened as a whole
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financials Analysis Conclusion
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HAL Situation
Brazil
Mexico
USA
Canada
Australia
ItalyUK
Peru
• Some International Cruises:
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financials Analysis Conclusion
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ECONOMIC SITUATION
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Economic Situation
• World engulfed in crisis– Unemployment is staggering– World purchasing power is falling rapidly– “No country is immune to the Crisis”
-Dominique Strauss-Kahn, Managing director of the International Monetary Fund
– USA and Europe facing a huge recession
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Economic Situation
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
• USA Unemployment Chart
Source: Bureau of Labor Statistics, April 2009
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Economic Situation
• When will it end?– “[...] nothing before 2010, when you will be
technically out of a recession”
– “[…] but the effects […] such as unemployment will last for at least two more years.”
- Nouriel Roubini, New York Times economist
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Economic Situation
• How will the recovery be?– “[...]it takes nearly three and a half years for an
economy to return to the peak level of growth before a global financial crisis.”
– “Recoveries from such events take twice as long on average”
- Marco Terrone, economic author
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Economic Situation
• Based on those views, we have:
– End of Crisis: 2010 ± 1 year
– End or Recovery: 2015 ± 2 years
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Economic Situation
• Based on those views, we have:
2007: Beginning of crisis 2010: End of formal recession
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Economic Situation
• After the crisis:– Customer buying habits will change• “Frugal way of life”
– A sharp inflation may happen in many countries
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Economic Situation
• Results:– HAL prices will have to be kept below pre-
recession levels
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
Unless a new value is created
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SHORT-TERM STRATEGY
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Short-term Strategy
• Clients: – 25% : first time travelers– 45% : repeaters– Average 46 years of age– Annual household income ($93,000)– Clients want to feel special– Minimize risky investments
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Short-term Strategy
• Premises:– Clients want to feel special– Minimize risky investments– Maintain “beds filled” – Increase on-board spending• On-board specials (credits, rewards)
CRM implementation
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Short-term Strategy
• Premises:– Maintain “beds filled” – Increase on-board spending• On-board specials (credits, rewards)
CRM implementation
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Short-term Strategy
• Value aggregation based on CRM:
• POST CRUISE ACTIVITIES• TIME SHARING– Preferred customers invited to participate– Creates sense of uniqueness/elite– “Cruise Owner” idea– Increase customer – HAL loyalty and relationship
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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HAL Ownership
• How does it work? – HAL invites customers to be a part of their
program – Customers pay a program entrance fee (diluted in
the first year) and a monthly upkeep cost – Customers can use up to two weeks of cruise time,
paying only for onboard purchases and get special credits and bonuses
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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• Why Own a Cabin?– Customers get the opportunity to get custom-
fitted cabins (enabled by CRM)– Amenities rivaled only by in-shore resorts– Amenities include tennis courts, swimming pools,
Jacuzzi, minigolf and spa– Every accessory needed to enjoy amenities are
included and customized
HAL Ownership
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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• How does Purchasing Work?– Buyers pay for the use rights– Buyers may pay cash, credit card or finance
company– Price depends on ship, size of unit and season– Average HAL Ownership will sell for approximately
US$ 2,760.00 per person.
HAL Ownership
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Product
Price
Place
Promotion
Physical Layou
Provision of Customer
Service
Processes
7-Ps
•Experience of Personalized Cabin•Shows•Theme Cruises
Product
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Product
Price
Place
Promotion
Physical Layout
Provision of Customer
Service
Processes
7-Ps
•Practice same price before crisis•14 days for the price of 12
Price
HAL Situation
Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Product
Price
Place
Promotion
Physical Layout
Provision of Customer
Service
Processes
7-Ps
•RCI partnership•Retailers•Exchangeable Timeshare
Place
HAL Situation
Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Product
Price
Place
Promotion
Physical Layout
Provision of Customer
Service
Processes
7-Ps
•World Class Events Association•Theme cruises•Own social network and Web 2.0•Referencing
Promotion
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Product
Price
Place
Promotion
Physical Layout
Provision of Customer
Service
Processes
7-Ps
•Custom decoration•Perfect hygiene•Favorite brands•“My own cruise” ideal
Physical Layout
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Product
Price
Place
Promotion
Physical Layout
Customer Service
Processes
7-Ps
•Serve well the client:•Website•Call center•Ships•CRM
Customer Service
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Product
Price
Place
Promotion
Physical Layout
Customer Service
Processes
7-Ps•Salespeople•Partnership with companies for incentive programes•Trainning•CRM•WEB 2.0
Processes
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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LONG-TERM STRATEGY
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Long-term Strategy
• Expanding the business on a global scale is the best way to grow after the crisis
• Premises:– Focus on countries that will have a stable
economy after crisis– Minimize risky investments– Work on pre-existing ports and distribution
channelsHAL Situation Economic
SituationShort-term
StrategyLong-term Strategy
Financial Analysis Conclusion
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S. America
Long-term Strategy
Europe AsiaEurope Asia
S. America
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Long-term Strategy
• South America– “Brazil [...] has stable banks, high levels of reserves
and sturdy domestic demand for products that keeps many businesses humming along. “
Joshua Partlow, the Washington Post
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Long-term StrategyWhy Brazil?• Strong banking system• Growing wealthy population• Classical touristic destination• Pre-existing distribution channels• Starting point to other ports in
South America
What are the Risks?• Luxury market is still small• Buying offshore is part of culture
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Long-term Strategy
• The known destination
Europe• Many classic tourism destination • Rich, surviving countries
The risk• Countries with problems due to
recession• Lack of distribution channels
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Long-term Strategy
• Our plan:– Create supply chains in Europe to enable port
utilization– Grow bases in Brazil’s northeast and South
America
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Long-term Strategy
• The timeline:
2011: World Recession Ends2014: World Soccer Cup in Brazil, Start
line operation
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Long-term Strategy
• The Brazil Strategy– Ports may be used as entrance for South American
Luxury places
– Competition is almost non-existent in the luxury market
– Build strong distribution channels to enable port utilization in northeast (CRM helps)
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Long-term Strategy
• The Brazil Strategy– Marketing Strategy:• Orkut• Big University parties• Company rewarding programs• Association with world-class events
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Long-term Strategy
• The European Reclamation– Distribution channels have to be reinforced– Will allow for new lines
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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FINANCIAL ANALYSIS
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Current Cash Flow
1Q - 2008 2Q - 2008 3Q - 2008 4Q - 2008 1Q - 20090
500
1000
1500
2000
2500
Net Income/Starting Line
Net Income/Starting Line
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Improvement Signs
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Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4-8.0%
-6.0%
-4.0%
-2.0%
0.0%
2.0%
4.0%
Real GDP Growth Projection
United States Euro AreaTable 1.0 Summary of Projections - Real GDP Growth
2008 2009 2010
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
United States -0.5% -6.2% -7.2% -4.3% -1.8% -0.4% 0.5% 0.9% 1.2% 1.8%
Euro Area -1.1% -5.9% -6.8% -4.2% -2.2% -0.8% 0.2% 0.7% 1.1% 1.4%
SOURCE: OECD
HAL Situation
Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Financial Analysis
• Why change the strategy?– Sharp fall in fuel prices will change flow of variable
costs– The economy already shows signs of improvement
– which may heat markets
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Financial Viability
• New strategy could change market scenario and allow for quick capitalization
• NPV = $1,673,662.04• IRR = 27.57 % per quarter
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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CONCLUSIONS
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Conclusions
• The financial crisis is not a short-term problem• There must be a plan to keep income up
during the recovery• Loyalty of customers cannot be
underestimated• Plans must be put into practice as soon as
possible to minimize risks and maximize gains
HAL Situation Economic Situation
Short-term Strategy
Long-term Strategy
Financial Analysis Conclusion
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Thank you!
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Sources
• Interview with Dominique Strauss-Kahn: http://www.blinkx.com/video/no-country-immune-to-crisis/gdStJIm3-MFWospfoQzwQw
• Nouriel Roubini’s writings and interviews: http://www.rgemonitor.com/blog/roubini/
• Marco Terrone’s interview: http://blogs.wsj.com/economics/2009/04/16/imf-sees-slow-weak-global-recovery-even-with-strong-response
• Joshua Partlow’s Article: http://www.washingtonpost.com/wp-dyn/content/article/2009/04/16/AR2009041604010.html?hpid=topnews
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Sources
• “Crisis after crisis”:http://www.ft.com/cms/s/0/538ce910-2779-11de-9b77-00144feabdc0,s01=1.html