Strategic Marketing Plan "Club Mediterranee"

Résumé du document

I have decided to open two new Winter Club Med villages, the Elbrouz resort and the Krasnya Poliana Extreme, in Russia. They will both be '5 tridents' standards, they will be part of my portfolio 'live the outstanding'. In 2008, Club Med created this new concept of '5 Tridents' hotel with the opening of La Plantation d'Albion in Mauritius. The suites are luxurious and lavishly furnished. Customers still have access to all the Club Med amenities you find in other Villages, such as restaurants, activities, and boutique, but with an upgrade. As this concept is a success, I have decided to expend this formula into one of the BRIC's countries. Obviously, Brazil, Russia, India and China are the future world's largest economies, and have already the largest number of billionaires. Club Med has 3 Villages in Brazil and a 4th should soon open, but I don't think that China and India are ready for a Club Med resort yet. Thus, I'm targeting the Russian's elite, taking advantage of their growing demand for luxurious convivial and convenient resorts in their country.

Extraits

[...] For example, in 2006, Club Med closed five of its more rudimentary resorts and upgraded seven others. The company operates 80 Villages in Europe, Africa, USA, The Caribbean, Brazil, Southern Asia, French Polynesia and Australia. Situation Analysis Market Summary Products/ Services Each resort provides a list of services and activities in one single package, including lodging, food, use of facilities, sports activities, games, and shows. Before, certain items, such as alcoholic beverages required the use of beads or tickets as a form of payment. [...]

[...] The areas served by Nouvelles Frontieres are the Caribbean, the Mediterranean, America and Africa. Marmara: It is a French tourism company founded in 1965, specialized in the tourism market of the Middle East and providing package holidays in Greece, Crete, Majorca, Tunisia, Morocco, Turkey and Egypt. On an international level, here are their competitors: Robinson Club: these clubs were established in 1970 by the German tourism group TUI. Overseas, they know a great success for quality and great comfort holidays, with a rich supply of sports and leisure. [...]

[...] I will also invite Russian VIP clients. Indeed, as they are loyal to the brand Club Med, and spend a lot of money in the product, or have a big influence on the Russian population, it is normal to invite them. After, if they want to try these 2 new Villages, they will talk about it to friends, work relations, etc, and this will attract people (word of mouth). The department in charge of choosing the journalists and the VIP clients is the press one at Paris's headquarters. [...]

[...] Customers still have access to all the Club Med amenities you find in other Villages, such as restaurants, activities, and boutique, but with an upgrade. As this concept is a present success, I have decided to expend this formula into one of the BRIC's countries. Obviously, Brazil, Russia, India and China are the future world's largest economies, and have already the largest number of billionaires. Club Med already has 3 Villages in Brazil (Rio das Pedras, Itaparica, Trancoso) and a 4th should soon open (Buzos), and I don't think that both China and India are ready for a Club Med resort yet. [...]

[...] For the first time in five years, there was a turnaround, as Club Med recorded a net increase of 9,000 customers. Of that total were new to Club Med more than in 2006) and 53% were families more than in summer 2006). Social/ Club Med is a brand firmly anchored in the world of luxury. In 2007, Club Med was perceived by its target customer as a brand that: Delivers refined upscale comfort, food and other services versus in 2006). [...]