Carnival (CCL): No Pricing Power – But Plenty of Value Created Over Time
Geoff here.
Since Quan started writing about Carnival (CCL) here on the blog, we’ve gotten a lot of emails from people saying the cruise business is a bad business – even for the leader – and that these companies only destroy value.
It’s perfectly valid for people to have a different view of the future than Quan and I do. But when it comes to the past – it’s really not possible to argue Carnival has destroyed value.
This may sound obvious to some. But I’m going to take a moment to explain it – because it’s a really important concept.
Carnival Has Zero Pricing Power
Carnival has no pricing power. The product economics of the business are not good. They can’t raise prices relative to competitors and still fill their ships. This is not Wrigley. This is not Coca-Cola (KO). This is not See’s.
But Wal-Mart (WMT) never had a dime of pricing power. Neither did Southwest (LUV). I don’t care if my PC has Intel inside or AMD inside. If Intel doesn’t maintain an advantage in terms of cost, performance or both – which requires constant improvement – it also has zero pricing power.
Return on Capital is Driven by Both Product Economics and Competitive Position
Most companies that earn economic profits do not earn them because they are in an inherently better business. Chris Zook’s series – he works for Bain consulting – estimated that two-thirds of economic profits are due to a superior competitive position. Only one-third is due to superior product economics.
I love superior product economics where I can find them. It is better to sell candy than cruises. But even in candy – it is better to be See’s than Russell Stover.
Most companies earn economic profits because they are – at the moment – in a better competitive position. Unfortunately, it is difficult to know whether the competitive position of most companies will get better, worse, or stay the same over the next 5 years, 10 years, 20 years, etc.
But some corporate records – and family fortunes – are built on maintaining a constant competitive lead in an otherwise unimpressive industry.
In no sense can it be said that Wal-Mart, Southwest, or Intel were ever in an industry with good product economics. But in those periods where they earned good returns on capital – they had a competitive lead on the completion.
If You Built a Fortune – You Created Value
This is kind of obvious. But it’s worth mentioning. Anyone you see on a list of billionaires either created or inherited a fortune. You can always trace those kinds of fortunes back to some sort of shareholder value creation. No one earns a billion dollars in wages. They earn it from owning something and having that something increase in value.
That obviously doesn’t mean Rupert Murdoch – simply because he’s a billionaire – necessarily created value in the last 10 or 15 years. It doesn’t …
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