Goals
Disney will start expanding their services by adding one new port every two years over
the course of the next 20 years. In order to ensure that the ports are aiding Disney, profitability
will be assessed on a quarterly basis for the first five years of their existence. Then, revenue will
be tracked on an annual basis. Specifically, Disney Cruise Line has proposed a new objective to
be accomplished by 2015: to launch several new cruises from ports around the world. The new
cruise locations include the Bahamas, Mediterranean, Caribbean, a Panama Canal crossing,
Alaska, Norwegian Fjord sailings, Northern Europe and transatlantic sailing. The addition of
these new cruises will expand the product line of the Disney Cruise Line.
Disney Cruise Line will become the global leader in family entertainment within the
cruise industry by being innovative and creative, while providing a unique Disney experience on
each of their cruises. In order to make sure this goal is achieved, an analysis of the cruise
industry should be run at the end of every year. This will provide benchmarks for the cruise line
and help Disney measure their progress on an annual basis. Through innovation, Disney plans to
provide the most unique family cruise experience available. For example, Disney was the first
cruise ship to have a fireworks display while at sea, they implemented inside staterooms with a
magical porthole that displays a live feed of the view outside of the ship. Innovations such as 12 | Page
these are only the beginning, and the Disney Cruise Line hopes to continue its innovations to
remain at the top of the industry.
As a part of Disney, another goal of the Disney Cruise Line is to increase brand
awareness to be one of the top ten most valued brands by 2020. Disney is the 17th most valuable
brand in the world, but there is still room for the brand to grow. Increasing brand awareness is an
effective means of spreading a brand to all corners of the world and have it be successful. Disney
has already created a park in France and has begun construction of a park in Shanghai, but the
cruise line has an even greater reach with the ships helping create awareness wherever it visits
and the word of mouth from its travelers. Disney will have one of the top ten most valuable
brands by the year 2020. On a yearly basis, Forbes creates a list of the most valuable brands.