Club Med Case Study The Case Study

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Additionally, Club Med Spain needs more flexibility in its initial pricing to penetrate the market. As such, price setting should not be dictated by a Paris-imposed quota system, but rather should be determined by local management. Likewise, Spain ought to set aggressive incentives for its travel agent network rather than worrying about allowing too many agencies into its Club Med Expert program.

On the distribution front, boutiques have been tremendously successful for Club Med in Spain. Therefore, the company should move up its plans for opening a boutique in Valencia, especially since because it has low rental and rights costs.

Finally advertising and promotions are essential for a growth company to build a mass market. Advertising is currently slated for the summer seasons, but should be a year-round activity during the first year of the campaign, especially since 26% of its GMs travel during the winter. While this is expensive, Club Med Spain might offset some of this by scaling down its number of brochures from 3 to 2, with one devoted exclusively to Spanish destinations. Further, Club Med needs to incorporate a customer-focused...

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(2000, April). Club Med: A brand restored. Harvard Business School Bulletin. http://www.alumni.hbs.edu/bulletin/2000/april/travel.html
Improving customer retention is vital to profitability and growth. http://www.customerfocusconsult.com/customer-retention.htm

Lang, Y. (2005, August 29). Marketing communications, culture, and localization. http://www.translate.com/Language_Tech_Center/Articles/Marketing_Communications_Culture_and_Localization.aspx

Malthouse, E., Calder B., and Kobayashi, Y. Integrated marketing and customization. http://74.125.95.132/search?q=cache:cbHysEAjx84J:www.medill.northwestern.edu/WorkArea/downloadasset.aspx%3Fid%3D70533+targeted+marketing+subsegments&cd=2&hl=en&ct=clnk&gl=us

New-product development and life-cycle strategies. http://www.slideshare.net/mehmetcihangir/newproduct-development-and-lifecycle-strategies-presentation

Premium pricing strategies build on long-term brand value. http://www.cuttingedgeinfo.com/news/news_0127.htm

Sources Used in Documents:

Bibliography

Emmons, G. (2000, April). Club Med: A brand restored. Harvard Business School Bulletin. http://www.alumni.hbs.edu/bulletin/2000/april/travel.html

Improving customer retention is vital to profitability and growth. http://www.customerfocusconsult.com/customer-retention.htm

Lang, Y. (2005, August 29). Marketing communications, culture, and localization. http://www.translate.com/Language_Tech_Center/Articles/Marketing_Communications_Culture_and_Localization.aspx

Malthouse, E., Calder B., and Kobayashi, Y. Integrated marketing and customization. http://74.125.95.132/search?q=cache:cbHysEAjx84J:www.medill.northwestern.edu/WorkArea/downloadasset.aspx%3Fid%3D70533+targeted+marketing+subsegments&cd=2&hl=en&ct=clnk&gl=us
New-product development and life-cycle strategies. http://www.slideshare.net/mehmetcihangir/newproduct-development-and-lifecycle-strategies-presentation
Premium pricing strategies build on long-term brand value. http://www.cuttingedgeinfo.com/news/news_0127.htm


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