The Club Med's strategies of growth

Résumé du document

The Club Méditerranée is a French firm of services created in April 1950, which markets travel and leisure products under the name Club Med. Its logo represents a trident, Poseidon's attribute, and the symbol of his seas.
Domination: The group's activities are the largest in the area.
Exploitation: The Club Mediterranée also manages a cruise ship (the Club Med 2); the travel agencies Jet tours and Club Med Découverte, The Club Med World and the Club Med Gym.

Extraits

[...] This collaboration also allows optimizing the management of the international activities and the marketing plans in order to adapt them to the each country. More than a simple delegation, the Club Med and LSF are working together for one year with the same vision and define a global strategy based on a complete eCRM expertise (Customer Relationship Management) and direct marketing. Conclusion To conclude, this point of view on the Club Med puts in evidence the necessary coherence between a group's objectives and the actions it undertakes. [...]

[...] The Club Med's strategies of growth Summary Introduction A. THE GEOGRAPHIC EXPANSION B. A NEW VISION OF THE BRAND: UP MARKET REPOSITIONING C. THE DEVELOPMENT WAYS Conclusion Sources Introduction The Club Méditerranée is a French firm of services created in April 1950 which markets travel and leisure products under the name Club Med. Its logo represents a trident, Poseidon's attribute and the symbol of his seas' domination. The first community center opened in Spain with the vocation to be a place where the encounters are made easier by the abolition of several barriers: the holidays' time, the financial constraint, social classes and religious ones too. [...]

[...] The specificity of this resort is that it will be entirely aimed to a rich clientele with its positioning 4 and 5 tridents (the equivalent of the stars for hotels). This way, the group demonstrates that it keeps on leading its internal growth. It also insures itself a new image and relevant ways of development and means to make profits for the future. Finally, the Club Med is reinforcing its international position with a fresh-signed merger with an Italian tourism company. [...]

[...] It so has a strategy of diversification. It began in the 90's with the Club Aquarius's purchase and went on in 2001 as the Club Med get the Gymnase Club with the one it created the club Oyyo's concept. Diversification is obviously an excellent way of development for the Club Med which doesn't compromise its positioning. The group succeeds in declining its convivial spirit into up market provisions aimed to a very specific target. For example, since 2000, the Club Med World is a unique place in Paris where firms, work councils and associations can organize various corporate events such as seminaries, meetings, promotion evenings or business launches, and where everyone could enjoy a mall and a nightclub. [...]

[...] As more and more persons were expecting and looking for exceptional holidays, the Club Med led a strategy of repositioning to answer to this demand. So, in 2003, the group created the upmarket holidays' segment and quickly became a reference in this field taking advantage of its ability to create bond and happiness. One year later, the top-of-the-range positioning is clearly announced by the firm which launches a TV campaign and a new signature stays so many worlds to discover”. [...]