Bccc Cruise Case

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UNIVERSITY OF WATERLOO School of Accounting and Finance ACC 683 Case Report: BC Coast Cruises Inc. February 3, 2011 Submitted by: Gurnit Bhatti ID#20234629 Hei Cheng ID#20242415 Kieng Iv ID#20233702 Ismat Jahan ID#20243130 Lamia Osman ID#20223011 BC Coast Cruises Inc. Report prepared for Management Team Strategic Direction 2010 By Pat Brown, CMA Executive Summary BC Coastal Cruises (BCCC) currently offers affordable and unique cruises to North American vacationers. It focuses on safety, and provides unique features such as whale watching. BCCC is also a member of Cruise Ship Industry Association in North America (CSIANA) and adheres to voluntary environmental regulations over and above government requirements. BCCC’s critical success factors include its ability to ensure safety for passengers and crew, superior customer offerings, ease of booking, an effective customer relationship management system, efficient usage of ships and dry dock and garnering a good reputation. Due to the economic downturn and shrinking market, BCCC curtailed its plans of expansion. The board wishes to continue to operate only two ships and plans to reassess their strategic direction next year. They also wish to obtain international financing and thus want to adopt IFRS in 2011. Management must decrease cost or generate extra revenue while improving customer service in order to compete in the short and long-term. This can be accomplished by targeting a more lucrative customer base. In order to achieve both the board and management’s goals certain risks must be mitigated. These primarily include deciding on the outcome for the damaged Coastal Native, finding mechanisms to deal with the threat of competition, improving customer service levels and internal control measures for the crew and management of PR concern over the black water leakage from the Natural

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