Club Med: Creating happiness since 1950

“This idea gave birth to a sprit… our purpose in life is to be happy. The place to be happy is here. And the time to be happy is now. “ These words of Gérard Blitz had a very special resonance in the post-war context. Freeing people from their day-to-day constraints in ways that enabled them to rediscover themselves, recharge their batteries and get back to basic pleasures: that was the genesis of Club Med.

As a true creator of happiness, Club Med invented a new form of shared experience and a unique style of holiday: all-inclusive holidays and resorts in the world’s most beautiful locations, where Gentil Membres (GM) or kind members, can recharge their personal batteries through contact with nature, sports and like-minded people, served by our Gentils Organisateurs (GO) or kind organisers.

2004: Club Med reinvents the concept

Faithful to its original vision, Club Med continued to drive innovation as part of constantly reinventing the alchemy of happiness. In 2004, the Group refocused its business on the upscale segment of the world tourism market to become the global specialist in friendly, upscale, multicultural all-inclusive holidays. A welcoming, generous style of luxury on a human scale. A luxury to be enjoyed together.

Club Med today

Club Med today operates a total of 71 Resorts, two-thirds of which are 4T and Luxury 5T Resorts. The range also includes cruising on the 5-mast Club Med 2 sailing ship, and inspired luxury tours with Circuits Découverte by Club Med. The latest opportunity from this continually innovative company is the chance to buy freehold Luxury Villas and Chalets alongside the Valmorel and La Plantation d’Albion resorts. Premium All Inclusive by Club Med boasts comfort levels at least equivalent to those offered by the grandest international hotels, as well as original design, fine dining, professional child care, a unique range of sports activities and prestigious partnerships for a unique spa experience. Focused on operating 5 Resorts in China by 2015 and introducing its ethos to more than 200,000 Chinese customers, the Group continues to pursue its successful strategy of upscale transition and internationalisation.

AN UPSCALE POSITIONING ON THE GLOBAL TOURISM MARKET

Ever since its creation by Gérard Blitz and Gilbert Trigano in 1950, the Club Med brand has been synonymous with dreams, happiness and friendship worldwide. As faithful as ever to its pioneering spirit, Club Med has constantly reinvented the alchemy of happiness to become today’s global specialist in friendly, upscale, multicultural all-inclusive holidays.

A new showcase for the all-inclusive concept

Driven by the changing expectations of its customers, Club Med has achieved an exceptional upscale transition since 2004 to attract and retain a demanding base of family customers from all over the world. The Group has refocused its business on its 4- and 5-Trident resorts, 5T Luxury Spaces and Luxury Villas & Apartments, rolling out a continuous stream of innovations to broaden its offer (beautiful locations, wealth of activities, customer comfort and personalised services) and introduce customers to new life experiences, such as the Circuits Découverte by Club Med range of luxury tours.

A friendly, upscale, multicultural profile

This ‘friendly, upscale, multicultural’ profile positions Club Med in a new field of international competition alongside luxury hotels, holiday clubs, resorts and tour operators. Club Med targets upscale hotel customers looking for a friendlier setting with more character, and holiday club customers seeking higher quality facilities and service within an upscale all-inclusive package.

Setting course for new destinations

With its pioneering nature and presence on four continents, Club Med continues to grow and expand its business into new markets, with particular focus on China, where the Group opened its new Yabuli Resort in 2010, Guilin Resort in 2013 and soon Dong’Ao Island opening.

A new segmentation according to 4 criteria

Furthering its upscale move and its clients’ expectations, Club Med’s offer is now based on 4 criteria:

• Destination: a choice among 5 geographical areas for beach resorts and 2 areas for Ski Resorts.
• Comfort level: corresponding to the number of Tridents.
• Target: couples, friends or family holidays.
• The product experience they wish to share during upscale holidays: nature, cultural discovery, spa & well-being, sports, high-level skiing …

This new approach allows Club Med clients to choose the product best matching their expectations and to discover the extent and wealth of Club Med experiences within a single Resort.

You are required to undertake the post of Marketing Manager for the award winning tour operator Club Med. Critically review the current marketing and promotional activities of the organisation. You are required to prepare a marketing report to enhance the existing practices for international marketing in order for the group to continue to pursue its successful strategy of upscale transition and internationalisation e.g. amendment, improvement or extension.

International Marketing Plan

This should include:

• A situation analysis including SWOT analysis with a particular focus on overseas growth if applicable. Micro/macro environmental analysis, market and competitor analysis should all be undertaken.
• Summary of organisation’s current international marketing practice, which should continue to include evaluation of potential, specific geographical market/opportunity with justification.
• Supporting rationale for market selection, market entry and barriers to entry if applicable.
• Recommended marketing segmentation, targeting and positioning strategy with justification
• Critical analysis of a range of methods organisation could employ to evaluate cost effectiveness of sales promotion with particular focus on segments to be reached.
• Identify at least one significant issue which will affect the overall strategy
• Recommended promotional strategy with supporting marketing mix outlined for the proposed market, ensuring its relevance to the target audience.
• Risk assessment of the implementation of the promotional strategy