EXECUTIVE SUMMARYThis report mainly analyzes and evaluates the targeting process of the travel agency industry, especially the cruise liners industry, focusing on KKL Cruise Liners. KKL Cruise Liners is a travel agency offering packages to cross oceans and seas to different destinations around the world. The report draws attention to the fact that groups of people may have different needs or interests, which is why a company like this should at least design suitable packages. that are at least close to meeting their needs. Its customers have the choice between two cruises that sail to two different parts of the world. KKL Cruise Liners has already established its main target, which is high-earning or high-income earners. The company is slowly but surely reaching its market share potential, first by segmenting the market based on age, lifestyle, income and personal characteristics. Market targeting is another step considered, where proper evaluation of the segments has been seen. In addition, the assessment of the sales/market potential was examined here, as well as the competitive situation as well as the cost structure. Finally, positioning is another important factor. The agency has positioned itself as offering a completely different experience and being innovative through its residential cruise line. Although KKL cruise liners have already clearly set aside their main goals and objectives, improvements will also be important over time. IntroductionIt is a norm for anyone to wonder why companies that provide various goods and services target a particular market and how they identify these markets. The questions that usually arise are how will these buses... middle of paper... fill it up” will be what keeps the company running on a daily basis.RecommendationKKL Cruise Lines has more future prospects for success and improvement. if changes are made to current operations. More spacious yachts should be used to increase the high demand from travelers, and more destinations visited by the KKL should be expanded for more visibility. Implementing yachts ranging from 33 to 50 feet to suit every group size and budget is also necessary to help the company increase revenue and also increase customer satisfaction. Moreover, by adjusting the marketing mix, i.e. product, price, place and promotion, a greater market share can be obtained if profits exceed a satisfactory level. KKL Cruise Lines must also offer discounts to customers who are members for a certain period and who celebrate special occasions such as Chinese New Year and Eid Fitr..