Search icone
Search and publish your papers
Our Guarantee
We guarantee quality.
Find out more!

Analysis of the strategic marketing of the group Club Mediterranee

Or download with : a doc exchange

About the author


About the document

Published date
documents in English
case study
17 pages
0 times
Validated by
0 Comment
Rate this document
  1. Language
  2. Language and Lexicon
  3. Features of Language
  4. Language Structure
  5. Language Processing and Cognitive Psychology
  6. Conclusion

For the last 57 years, Club Mediterranean (Club Med) has been known as the provider of quality holidays with a wide offer of services. Recognized worldwide, the group's reputation is second to none. The group now aims to differentiate itself from competitors by recalling the values that have built the brand and are still its strength. These are "the multicultural, pioneering spirit, kindness, freedom, and responsibility".

Each of these values is at the heart of all the actions we implement to create the upscale Club Med, which is friendly and multicultural. "But this new Club Med we will not be born on its own. We will build it ourselves with all our strength, belief, and passion" said Henri Giscard d'Estaing (current CEO of Club Med), in Marrakech on November 19, 2004. Today, Club Med is still young. It is the largest French tour operator. It intends to provide the means to become a leading provider of leisure activities globally in all its forms.

Club Med has about 22,500 employees. Each village is divided into several levels of responsibility in key positions to organize. The villages are veritable cities you can find a lot of different jobs within them.

The organizational pyramid is shaped for life in the villages should be organized by level of responsibility and animation application usability and a very good agreement between these different levels. Therefore the idea of hierarchy is less present.

The GE (gentile Employees) have a different status from that of GO. They often come from countries where the village is located, they exercise a profession sedentary, and they serve the village and orient their work towards customer service. GE's occupy positions of waiters, cooks, maids, gardeners.

The GO (Gentile Organizers) have a trade facilitator that was invented by the Club Med. Do animation at Club Med is a mindset and a lifestyle. This occupation is known and recognized in the world of tourism and enjoys a worldwide reputation. The primary goal of GO is to invent the happiness of every GM (Gentiles Member) on vacation: he took day and night in village life through the performances, especially the reception and departure of GM.

So they organize and run the daily life in the village. The selection is tough and the contenders for the post should have real qualities: being young (average age 25 years), sporty and dynamic, have a real personality, talent and an open mind.

Thus, the staff of Club Med operates in the following activities: operating holiday resorts and travel arrangements; the tour operating through Jet Tours (90 villages spread over 5 continents and a cruise ship) and Club Med Decouverte. Club Med is the first group of French tourists and is the world leader in the formula all inclusive vacation; Club Med World (organization of seminars, evening events, etc.) and Club Med Gym, in the leisure sector at large.

To transform the company holiday villages in a service company of three main strategies have been implemented: improving and strengthening the art historical activity Villages; the development of ancillary activities such as cruises; deployment of the Club Med brand and organization of trips to take advantage of the consolidation trend of tourism is being done in Europe.

Tags: Club Mediterranean, Club Med marketing, strategic analysis of Club Med

Top sold for marketing

Green Ox case: Strategic marketing for a drink dedicated to sports

 Business & market   |  Marketing   |  Case study   |  09/29/2010   |   .doc   |   4 pages

Strategic Marketing - Case study report: Celebrity Cruise Inc. a taste of luxury

 Business & market   |  Marketing   |  Case study   |  09/29/2010   |   .doc   |   2 pages

Most rated for marketing

Green Ox case: Strategic marketing for a drink dedicated to sports

 Business & market   |  Marketing   |  Case study   |  09/29/2010   |   .doc   |   4 pages