Royal Caribbean Cruises (RCC) is the second largest cruise company in the world. It is known for manufacturing high quality, elegant, and gigantic cruise ships. Like any other company, its primary objective is to maximize sales and subsequently its net profits. Royal Caribbean Cruises is the manufacturer of The Oasis of Seas and the Allure of the Seas. Evidently, the company is doing quite well in the cruise ship market availing different destinations around the globe (appendix 2). This paper provides the analysis of competitive advantages of the company and its sustainability. Moreover, the paper also recommends a set of corporate goals that the company can set. Finally, the paper establishes a set of corporate strategies –master, business, and alternative – that the company can apply to achieve its objectives

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