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Essay text:
These and other factors have placed RCCL in a situation of future organizational uncertainty. The time of this case is 2004.
Current Mission, Goals, & Strategy:
RCCL markets 3-17 day cruise vacations to over 160 destinations. Their current #1 goal is to provide the highest level of service and the best vacation experience on land and sea. RCCL is currently engaged in a capital expansion program, by drawing revenue growth through the purchase of new and larger ships. These new and larger ships will be the largest cruise ships in service. Each ship will have a new variety of innovative design features...
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