How will this SAGA Share Story end?

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Businesslike Investor

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Saga is best known as an insurer for the silver pound or ‘grey’ market. I remember older family members talking about it many moons ago in the context of their cheaper car insurance and ‘why should they subsidise dangerous younger drivers’.It was an exclusive club and a brand with pulling power.https://businesslikeinvestor.co.uk/2019/11/06/how-will-this-saga-end/Saga Cruises… could this right the ship for shareholders?Fast forward to 2019 and this company has had some major challenges. Saga IPO’s at 185p in 204 and has had quite a disappointing journey for shareholders. It sat at around 120p for some time and then in April 2019 cut the dividend due to one-off charges and communicated the challenges in the business and the share price plummeted to sub 40p. It has recovered a little but not enough to help.As a businesslike investor, I am not interested in the share price unless I am buying or selling. The market is there to serve you not instruct you.As an investor, I am interested in the underlying business. Is it one I would like to hold for a very long time -ideally forever? Does Saga have a durable competitive advantage that means it can make above-average profits compared to the market?