Description
Please see the linked Case Study discussing the Cruise industry- read and review the key aspects of this Case Study from an Operations Management level: Accenture-Carnival-Case-Study-Final -Case Study.pdfActionsDownload Accenture-Carnival-Case-Study-Final -Case Study.pdfDirections: Do a SWOT analysis on the Carnival case study – SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and so a SWOT analysis is a technique for assessing these four aspects from the perspective of Carnival Cruise lines: Also, how is this idea incorporated within Supply Chain Management (SCM) within its global business structure?Your answer should be typed (Times Roman) 12pt and should not surpass 5 pages.
Unformatted Attachment Preview
A SEA CHANGE
FOR CARNIVAL
CORPORATION
Connecting technology and the human
touch to reimagine guest experiences
and crew interactions
As robust as the cruise market is today, it is still
wildly under penetrated. Land vacations rule—
cruises make up only two percent of vacations.1
This prosperous industry has vast growth potential
and is significantly expanding capacity. Success
depends on cruise lines delivering distinct value
propositions that call travelers to the sea again
and again.
in 2015. This is a bold transformation initiative
with technology at its core, but not its focus. With
high-touch experiences and finely-tuned crew
interactions powered by intelligent technologies,
Carnival Corp. wanted to do the impossible.
It wanted to efficiently deliver made-for-me
experiences for thousands of passengers at the
same time.
Making a big splash
The Ocean® guest experience platform is the heart
of the transformation. It is an integrated guest
experience platform with a secure experience
Internet of ThingsTM (xIoTTM) network and streaming
analytics. Guests receive an OceanMedallionTM
wearable device for free that connects them to an
ecosystem of services and experiences powered
by the platform. This innovative wearable device
makes guests easily and precisely identifiable to the
crew for bespoke recommendations and seamless
cabin access, while linking to interactive portals
throughout the ship.
This is exactly what Carnival Corporation is doing.
Leadership had a vision to bring the siren song of the
ocean to life for people. They know the magic and
allure of cruising—what a cruise offers that no other
travel experience can—and they are elevating it to
even higher levels. To make the cruise experience
more than memory making. To make it life changing.
Enter the aptly named O·C·E·A·N® (One Cruise
Experience Access Network®), a comprehensive
guest experience strategy the company launched
1
Sailing into the new
Carnival Corp.’s Global Experience & Innovation
Group selected Accenture as its premier innovation
partner. In addition to broad knowledge of the
hospitality industry and Carnival’s business,
Accenture offered end-to-end expertise. By
bringing together all five of its businesses—
Strategy, Consulting, Digital, Technology and
Operations—Accenture could get the right people
in the room at the right time focused on the right
things. By working together with a big picture
view, rather than working in isolated pockets,
the Accenture team became a force multiplier to
Carnival Corp.’s “skunk works” innovation team.
Accenture’s custom design of OceanHospitalityTM—
a microservices-based, cloud-run, multi-location
property management system—established the
foundational underpinnings for Carnival Corp.’s
experience transformation. The most advanced
property management system in hospitality,
OceanHospitalityTM:
Gives the ability to continually
innovate experiences without timeconsuming and costly deployments
in countless locations.
Contains modern user interfaces
that make the system easy for the
crew to learn and use.
Makes it possible for the company
to adapt to guest needs, seamlessly
reinvent experiences and pursue
new growth opportunities.
Created as guest-centric, not roomreservation oriented. This unleashes
capabilities not possible with a
traditional property management
system architecture.
The sky’s the limit on innovation for Carnival
Corp. now. Working with Accenture, the travel
leader has begun the first wave of transformation.
Case in point: The company has reimagined the
embarkation process, creating a simpler, faster and
more secure boarding process for guests and crew.
Instead of bringing required documentation and
waiting in long lines to board, guests can get
OceanReady® prior to departure and complete
most steps online or on mobile devices before
arrival. When they arrive at the port, guests only
need a quick verification, and they can go right
on board. This is a 90 percent reduction in wait
time. These verifications used to take as much as
10 minutes. Now they take less than 30 seconds.
Security is vastly improved too. The xIoT extends
throughout the ship to enable crew tablets to
recognize and associate each guest with his/her
Medallion to automatically retrieve passenger
information as guests approach. This also provides
another layer of security. No more relying on email
communications or paper documents.
2
More streamlined experiences continue for guests
after they board. Navigating these floating smart
cities is much easier. Medallions automatically unlock
guests’ cabins as they approach. An intelligent
navigation system goes beyond point-to-point
wayfinding to add guest-to-guest wayfinding across
the ship. This not only helps guests seamlessly find
their next location, but it also helps them easily locate
friends and family onboard. Crew also know where
passengers are so they can deliver food, drinks,
services—and custom curated surprises—as guests
move about the ship.
If all this weren’t revolutionary enough, consider the
scale of this undertaking. It is breathtaking. This vision
is made a reality thanks to thousands of sensors—
about 7,000 per ship—that enable up to 40 million
intelligence events a day. Everything has to work for
thousands of guests on massive ships sailing in the
middle of the ocean. And all within the parameters of
a multitude of maritime regulations and international
laws. In all, it is a true study in conquering complexity,
which became the focus of Accenture’s partnership.
The experiential intelligence from the tightly
integrated guest experience platform is as
groundbreaking as the technology itself. By
recognizing and analyzing dwell time, movement
patterns, guest behaviors and more, Carnival Corp.
can be more efficient and effective in providing
services, scheduling itineraries, managing staff, and
designing future ships. Crew members can deliver
what guests want even before they know they
want it. This ability to anticipate guests’ needs and
continuously adapt to serve them is a hallmark of
Living Businesses.
Ocean puts Carnival Corp. at the forefront of guest
experience. Because the xIoT platform is always
learning and getting smarter, the company has
only scratched the surface on potential here. The
initiative will continue to evolve, fed by a raft of
newfound Experience IntelligenceTM as well as
by Carnival Corp.’s commitment to exceed guest
expectations and support continuous innovation.
ABOUT ACCENTURE
REFERENCE
Accenture is a leading global professional services company,
providing a broad range of services and solutions in strategy,
consulting, digital, technology and operations. Combining
unmatched experience and specialized skills across more
than 40 industries and all business functions — underpinned
by the world’s largest delivery network — Accenture works at
the intersection of business and technology to help clients
improve their performance and create sustainable value for their
stakeholders. With 469,000 people serving clients in more than
120 countries, Accenture drives innovation to improve the way the
world works and lives. Visit us at www.accenture.com.
Copyright © 2019 Accenture. All rights reserved.
Accenture and its logo are trademarks of Accenture.
An ocean of possibility
1
Brooks Barnes, “Coming to Carnival Cruises: A Wearable
Medallion That Records Your Every Whim,” January 4, 2017,
retrieved on September 6, 2018 at https://www.nytimes.
com/2017/01/04/business/media/coming-to-carnival-cruisesa-wearable-medallion-that-records-your-every-whim.html
3
Purchase answer to see full
attachment
