Organizations in the international market use either standardization or adaptation strategy. The cruising industry utilizes the adaptation strategy because of the unique business processes. The adaptation strategy requires an organization to enter an international market and consider factors such as environment, language, culture, consumer taste, race, laws, and societies. The cruising industry involves moving through many different markets, making it appropriate for adjustment in their activities. Cruising companies must adapt to business practices in the marketing environment to create a good relationship with the stakeholders.
Covid-19 has adverse effects on the cruising industry because of the adaptation strategy. Many consumers are suffering, and the companies have adapted to the impact of the disease. The companies are experiencing an increase in the operational cost because of reduced business activities. The operational costs are extremely high because the companies must continue serving the market during the pandemic.