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Marketing of the services: The case of Club Mediterranean

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Club Mediterranean was at the helm of creating one of the first holiday packages that was "all inclusive" and offered people to live at their own pace in heavenly places. For the last 50 years, it was the leader and a benchmark in this market. This structure, established in 1950, had been accorded corporate status and became a limited company in 1957, after the arrival of Gilbert Trigano in 1954.

Today, the stakes for the group is to differentiate itself from competitors by recalling the values that cemented the success of the brand "Club Med". Its outstanding features are its multicultural stance and pioneering spirit, sense of freedom, and responsibility. Each of these values will be at the heart of all the actions to create the upscale Club Med that is friendly and multicultural. It is believed to have been built with the strength, belief, and passion.

? To transform the holiday villages company into a service company, three main strategies have been implemented:
- Improving and strengthening the core business: the villages activity
- 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 in Europe.

? The French constitute the largest number of customers, but the customer base is largely international. Strengthening of international development was carried out in relation to the identification of strategic countries.

The external growth:With regard to external growth, we can list such elements as the acquisition of know-how, market share and building partnerships. Club Med has relied primarily on the agreements.

? June 2004: Accor acquires stake in Club Mediterranean. This has been a great asset to the strategy of upgrading and development of Club Med.
? As of April 6, 2006, the Company owns 264,265 shares or 1.36%.
? May 2006 Club Med / Jet Tours and Air France renew their global strategic alliance on the occasion of the inauguration of the village of Buccaneer's Creek in Martinique. Air France is now the largest scheduled carrier of Club Med and Jet Tours in France. Club Med is the group's largest trading partner of the entertainment company.

Under the agreement, the two groups show their will to expand their strategic relationship. Customers of Jet Tours and Club Med will also benefit from the technological developments of Air France. Through this agreement, the group Club Med, the leader in its field of activity and Air France, a major global air transport company, indicate a willingness to strengthen over time, cooperation and coordination of projects to benefit their clients.

? June 2006: Icade and Club Med reach agreements on real estate development. Icade holds 4% of Club Med. The agreement includes a partnership between the two companies for the promotion and marketing of a concept of luxury villas, located close to the villages of the Club. Under the agreement, Icade became owner of several villages.

Tags: Club Med, Gilbert Trigano, tourism industries

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