What are your recommendations to Cunard regarding the balance in the Essay

What are your recommendations to Cunard regarding the balance in the focus of marketing communication theory between the overall Cunard identity and take to, and the id - Essay ExamplePromoting undivided ships will benefit the organization by making the customers aware of specific services, and hence translating this awareness into sales.An analysis of the market, customers, and intermediaries, and of the budget allocation reveals that Cunard should make a move towards more tactical communication-mix. While it should use an integrated approach in all its activities, it is likewise desirable that individual ships should continue to feature prominently.Cunard Line Ltd. has an illustrious heritage of providing travel services oecumenical for the past 150 years. Once singled out as an essential means of travel, this shipping line has at once re-positioned itself as a luxury vacation service provider. With its fleet of five 5-star luxury ships including the famous QE2, and deuce 4-st ar premium ones, Cunard is the market leader in this section of the industry.This success has been rightly attributed to Cunards corporate gardening that emphasizes upon high quality operations and service, as well as on preserving an elegant corporate image through advertising and direct mail. From spotless on-board services, (that include services of elite valets, personalized accommodation for individual tastes and preferences, and loads of entertainment, shopping and fun), to the high-brow, glossy market communications - everything is streamlined towards creating a quality brand.Till the 90s, Cunard was managing its communications so as to enhance the overall corporate identity, while distancing itself from hard sell approach interpreted up by its competitors. It was using an array of communications tools, integrated in appeal and look judiciously developed by Leslie and her team to forward the communication objectives.By 1992 it was realized that more tactical ingredients mo derate to be utilized to ensure sales and lead generation. Leslie was