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FREEDOM SHIP MARKET STUDY Kanethara Group Inc. www.kanethara.com
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FREEDOM SHIP MARKET STUDY
Kanethara Group Inc.
www.kanethara.com
OBJECTIVES FREEDOM SHIP market introduction Projection of potential annual number of residents and visitors Overall market overview Potential for tourism Projection of potential annual revenue Market action plan and strategy for attracting a wider market Addresses the challenges and shortcomings while marketing the
product Proposed action plan to develop tourism, including proposed list
of marketing activities
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WHAT IS FREEDOM SHIP?If you want to see the world while living your life and doing your business, the Freedom Ship is for you.The Freedom Ship would be the size of a small island, the largest vessel in the world, at more than a mile long, 25 stories high, and three city blocks wide.Like populated islands around the world, the ship would have its own social and economic ecosystem.
Business Schools
Hospitals Hotels Airport Swimming pools, gyms
and many more recreation and entertainment facilitiesThe Mobile City of dreams
Casino
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MARKET HIGHLIGHTS In 2012, a record 20.3 million passengers were calculated to
have used sea travel globally. Since 1990, over 200 million passengers have travelled to
multiple destinations by sea . Of this number, over 70% of the total passengers have been generated in the past 10 years and nearly 40% in the past 5 years.
The average length of days people are willing to spend while going through sea travel is over 10 days.
Most travellers have desire to cruise often, 62 percent of the world travellers have travelled by sea multiple times.
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GLOBAL MARKET FOR SEA TRAVELLERS
(In millions of passengers)
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NORTH AMERICA The first modern passenger ships began operating in the early 1970’s,
began operating in the Caribbean with mainly American passengers, an estimate of 500,000 people. Since then the demand for passenger ships have doubled in North America.
The demand for cruises and luxury ocean going travels from North America is unparalleled to the rest of the world as shown in the table below.
Table 1: International demand for sea travel (in millions)
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SOUTH AMERICA South America has been consistently listed since 2000 in sixth
position of the Top 10 Geographical Destinations for ocean goers (led by the Caribbean region and followed by the Mediterranean, Europe, Alaska, Western Mexico and the Bahamas respectively).
The growing demand for sea travel in South America has led to companies providing larger passenger vessels.
Another important reason why more passenger ships are employed in South America is the growing demand for cruises from within the various countries of the continent.
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EUROPE The five leading source markets, i.e. the UK, Germany, Italy, Spain
and France, account for 88% of the European market.
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MIDDLE EAST/AFRICA
The positive outlook of Middle East’s boosting tourism and business hub has made the region a key potential market.
Ocean going passenger figures from the quadrupled over the last five years and is expected to increase further in the coming years.
The cruise industry in Africa consists of mainly South African demands on passenger ships originating or departing from South Africa.
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ASIA The number of ships deployed in Asia grew at a 10 percent
compound annual growth rate. Similarly, the volume of cruises and voyages within and
through Asia increased 11 percent. Operating days expanded 16 percent and passenger
capacity in Asia increased by 20 percent.
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AUSTRALIA Over the past 10 years, Australian cruise passenger numbers have
grown more than six-fold, from a base of 158,000 in 2004. The Australian cruise industry passed a major milestone in 2014
when for the first time passenger numbers exceeded one million in a year.
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PASSENGERS PROFILEBenefits of sea travel according to passengers
Passenger ship value for money(%)
Passenger satisfaction rating(%)
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PASSENGERS PROFILEAppeal of onboard atmosphere
Appeal of ship size
Factors influencing travel in passenger ship(%)
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SWOT ANALYSISSTRENGTHS
Mobile luxurious city where you can live, do business and travel around the world at the same time.
Friendly, safe and secure community with large areas of open space and extensive entertainment and recreational facilities.
Commercial districts aboard Freedom Ship will provide business owners and professionals an unparalleled atmosphere in which to conduct business.
The districts will sustain a population of 100,000 people comprised of 40,000 residents, 20,000 full time crew, 30,000 daily visitors, and 10,000 overnight guests to the hotel and casino.
Airport, the port authority (marina), and onboard subway systems used to move people and goods on and off the ship as well as transportation aboard the ship.
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SWOT ANALYSISSTRENGTHS
A large convention center capable of hosting sporting and entertainment events and trade shows…a place truly worthy of hosting The World's Fair.
Restaurants aboard the ship will provide fresh cuisine from around the world in atmospheres ranging from fast food to true fine dining at tables with unparalleled ocean views.
Freedom Ship will provide the world standard quality education in schools to students (US grades K through 12) who live aboard the ship. History, geography, and the arts will be stressed along with foreign language; all students will be bilingual at graduation.
Freedom Ship will provide the world class healthcare system to residents and crew who live aboard the ship where all options and treatments will be provided and available to the patient at a lower cost to both patient and physician when compared to current medical facilities and insurance plans.
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OPPORTUNITIESSWOT ANALYSIS
For people who love cruising very often, this will be a very good place to explore and live their life.
High business opportunities for MNCs. Target for people of highly populated countries. For countries of civil instability or calamities, this is an
opportunity to start a new livelihood.
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EXPECTED RETURNS
Based on the afore-mentioned analyses, some questions remain to beanswered: What are the expected numbers of residents and tourists? What will be the return for Freedomship? How can Freedomship maximise this potential?
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EXPECTED VALUES Resident business opportunities, visitor days and passengers expenditure
are the main output measurement of Freedomship. The purchases and business made by residents and passengers while
living in the Freedomship and visiting destinations reportedly create direct employment and compensation for local residents.
This local employment and associated compensation represent the direct economic impact of the residents and crew spending.
Average expenditure per person by destination is usually computed from surveys. In any case, the amount largely depends on the destination and on the category of the port.
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KEY STRATEGIC IMPERATIVES
Create the Infrastructure requiredOptimise the Product Create market positioning for
FreedomshipCreate ‘the experience’Build the capacity
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MARKETING APPROACHUnderstand the market
This can be done through continuous collection of data, facilitation of market research and constant monitoring of industry and consumer trends.
Create effective promotional toolsTarget key audiences
Analysis of market demand and consumer trends will help to choose the right target audience. Once this is done, the right marketing campaign for the target audience can also be worked at. Key audiences that need to be targeted are fore mostly cruise lines and operators.
Develop an effective media campaignwww.kanethara.com
KEY SUCCESS FACTORS
Removing hindrancesMaking optimal use of existing
facilitiesMaximising revenueOptimising the product
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To deliver our product on time and in a safe and controlled manner
We aim to address major challenges and hindrances and strive towards providing a successful product
OUR MAIN GOAL IS
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