CLUB MED CASE STUDY
Trouble in Paradise
Case study on Club Med
Author Ilse Kukler Words 1496
June 2015, Avans Breda
Club Med
In 1950 Club Med, short for Club Mediterranée, was born as the first company that offers all-inclusive holidays. It originates from France and the idea was created by Gérard Blitz and Gilbert Trigano who started the all-inclusive concept with this company. Club Med has had a total of 140 holiday villages, however this number decreased to 70 villages they have nowadays. These villages are located all over the world among 4 continents on tropical destinations. Club Med operates under multiple brand names like Valtur, Club Med Affaires and Club Aquarius. Next to that Club Med also handles two cruise lines and is specialized in sporting activities. The members of Club Med are one third French and two third exists of mainly Americans and Japanese. (Club Med, 2013)
At one point this all-inclusive resort concept appeared to be the fastest growing trend in the tourism industry. Club med grew very rapidly during the years, what at one point was even hard for the management team to keep up with. Next to that in the early nineties more and more competitors arose what caused an intensified competition. The unique concept of Club Med wasn’t so unique anymore and it has become outdated. Club Med faced brand positioning problems and needed to find a way out as quickly as possible. This is when trouble in paradise arose. (Wiley, 2003)
Background
To go back in time, Club Med has had quite the history considering the commercial development. First of all their original strategy has been a genius idea in my opinion. Creating a club for vacationers and make them a member of something makes them feel connected. As they were really focussing on singles and young couples this was a very smart decision to make.
Receiving
Case study on Club Med
Author Ilse Kukler Words 1496
June 2015, Avans Breda
Club Med
In 1950 Club Med, short for Club Mediterranée, was born as the first company that offers all-inclusive holidays. It originates from France and the idea was created by Gérard Blitz and Gilbert Trigano who started the all-inclusive concept with this company. Club Med has had a total of 140 holiday villages, however this number decreased to 70 villages they have nowadays. These villages are located all over the world among 4 continents on tropical destinations. Club Med operates under multiple brand names like Valtur, Club Med Affaires and Club Aquarius. Next to that Club Med also handles two cruise lines and is specialized in sporting activities. The members of Club Med are one third French and two third exists of mainly Americans and Japanese. (Club Med, 2013)
At one point this all-inclusive resort concept appeared to be the fastest growing trend in the tourism industry. Club med grew very rapidly during the years, what at one point was even hard for the management team to keep up with. Next to that in the early nineties more and more competitors arose what caused an intensified competition. The unique concept of Club Med wasn’t so unique anymore and it has become outdated. Club Med faced brand positioning problems and needed to find a way out as quickly as possible. This is when trouble in paradise arose. (Wiley, 2003)
Background
To go back in time, Club Med has had quite the history considering the commercial development. First of all their original strategy has been a genius idea in my opinion. Creating a club for vacationers and make them a member of something makes them feel connected. As they were really focussing on singles and young couples this was a very smart decision to make.
Receiving