| Club Med: Where happiness means the world… |
| Auteur(s)
/ Author(s): |
Sylvie HERTRICH and Ulrike MAYRHOFER |
| Etablissement(s) créateur(s) /
Institution(s) : |
EM Strasbourg - IAE Lyon - Rouen Business School |
| |
|
Spreading happiness since 1950, Club Méditerranée has recently chosen to reposition its offer onto the top-of-the-range segment. The new strategy is already effective in several of the 80 villages throughout the world. With this new offer, Club Méditerranée attempts to propose an all-inclusive happiness experience: the happiness of an exceptional experience, tasting everything, discovering, taking exercise or recharging the batteries…
Prepared in close cooperation with the Chief Executive Officer and the Communication Director of Club Méditerranée, this case-study presents the marketing plan of Club Méditerranée for the French market. It covers detailed information about the Club Méditerranée group, its new strategy and proposed offer as well as about observed trends in the tourism industry and the top-of-the-range segment.
The students are asked to prepare a marketing-plan for the French market: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies). |
| |
| Objectifs pédagogiques / Learning
objectives |
 |
To familiarise students with the specific characteristics of the tourism market.
To make students aware of the structure of a marketing plan by:
- conducting an internal and external analysis (strengths/weaknesses, opportunities/threats),
- developing a marketing strategy (objectives, segmentation, targeting, positioning, sources of volume),
- elaborating a marketing mix (product, price, distribution, communication).
To valid the coherence between the different parts of the marketing plan. |
| |
| Sujets / Keywords |
|
| Market analysis - Exam case - Initiation case - Synthesis case - Marketing analysis - Internal analysis - External analysis - Product manager - Marketing B to C, B2C - Business to Consumer - Product launch - Consumer goods marketing - Marketing mix - Operational marketing - Strategic marketing - Product marketing - Brand image - Brand strategy - Marketing plan - Marketing strategy - SWOT - Segmentation - Targeting - Positioning - Product - Price - Distribution - Communication - Action plan- Competition - Competitive market. |
| |
| Public(s) / Audience(s) |
|
| Business schools and universities (initial and executive education) |
| |
| Secteur d'activité
/ Branch |
|
| Tourism sector |
| |
| Caractéristiques particulières
/ Special features |
|
This case study was developed in close partnership with the Management Board of Club Méditerranée.
It can be used for a marketing course focusing on basic concepts and tools of marketing and for a marketing course. The teacher can decide to work on the whole marketing-plan or to focus on the analysis, strategy or marketing-mix.
The case-study also covers a 55 slides presentation with the solution adopted by the company. It is recommended to show the solution of the company after the presentation (written and/or oral) and discussion of the answers proposed by the students.
French version also available : M1670
Associated theroretical Module : 'Marketing Plan' ( M1381).
Prix HT : Adhérents : 360 € / Non-adhérents : 720 € |
| |
|
Temps d'utilisation : + de 3 heures
|
| |
| Nombre de pages / Number of pages :
12
|
| Note pédagogique / Teaching note
:
OUI - 60 page(s)
|
|
|
| Date de situation / Situation
date :
2010
|
| Diffusion aux entreprises
/ Available to companies :
OUI
|
|
|
|
|
|
|
Vidéo
Cd-rom
Tableur
Cas
de l'INSEAD