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Club Med

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by

Rashel McCue

on 9 April 2013

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Transcript of Club Med

History & Development Company & Organizational Structure S.W.O.T ANALYSIS The 3 S's http://webtravelmedia.com/clubmedblog/wordpress/about/ GROUPS SINGLES http://www.chinaspringtour.com/tour/showTourDetail/5+Day+3+Night+Bali+Group+Tour+ WEDDINGS http://www.queenslandbrides.com.au/directory/club-med http://www.airportnewsezeiza.com/paginas/notas/ClubMed-Golf.html http://www.blogbeyondbeauty.com/en/index.php/2011/10/17/club-med-destination-spameeting-dubai/ HONEYMOONS "From this idea was born a spirit... The aim of life is to be happy. The place to be happy is here. The time to be happy is now." -Gerard Blitz (co-founder) Statistics: Approximately 15,000 GO's and GE's
100 Different Nationalities
1.2 Million Customers
€1,423 Million in turn over (Club Med, 2013) Multicultural Pioneer Kindness Freedom Responsibilty CORE VALUES Current Scale SCUBA SPA GOLF TENNIS SKI WELLNESS WATER SPORTS WINTER SPORTS COUPLES STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Products Services Global Financial Crisis; economic effects
Incremental Weather, Natural Disasters
Competition; New Entrants
Low cost competitors
Competition;“Copy-cat” models
Increasing “Do it yourself” traveler markets
Resistance in Development; All-inclusive resorts may limit economic benefits for host destinations Further Expansion/Development; Australia, New Zealand, Canada
Expanding Target Market; Developing countries, China, Brazil, India, Russia
Build Brand Repositioning Awareness
Expanding Distribution Channel Access
Increase Customer Base & Loyalty Members Displacement of Members; Due to Repositioning of Brand, Changes to Experiences, TV installations, resistance to ‘Club Med’ traditions (i.e. Attire, participation in activities)
Cult-like Atmosphere; May limit market penetration (Don’t drink the Kool-aide!)
All-inclusive concept; Limits market penetration
“Continuous Change” Philosophy (Kochan, 1991); Employee Inconsistency, High Employee Turnover
Limited Product Range; Upscale Focus Established Brand Identity
Strong Organizational Culture; Rituals & Traditions, Belongingness
Successful Brand Repositioning
Specified Target Market; Upscale, Luxury, Family
Refurbishment & Renovations
All-Inclusive Innovators
Eco Nature Resorts (consumer trends)
Product & Service Ranges
Service Quality
“Continuous Change” Philosophy (Kochan, 1991) FRIENDS http://www.moonward.net/publicidad/2013/03/club-med-tus-vacaciones-sonadas/ http://www.moonward.net/publicidad/2013/03/club-med-tus-vacaciones-sonadas/ http://www.moonward.net/publicidad/2013/03/club-med-tus-vacaciones-sonadas/ https://www.imaginevip.com/club_med_wedding_packages.php Locations in:
40 different Countries
5 Continents Beach Huts 1st all inclusive resort Gilbert Trigano & Gérard Blitz 80 Villages World Wide http://www.nytimes.com/slideshow/2012/02/05/travel/05CLUBMEDTIMELINE.html?ref=travel http://www.google.com.au/imgres?q=club+med+village&hl=en&rls=com.microsoft:en-au:IE-SearchBox&tbm=isch&tbnid=y3Jdu_lzcyAdmM:&imgrefurl=http://www.viewmaldives.com/pagedetails/view/viewcode/35/view/subsubmenucontent&docid=uE8R9fydrk_6aM&imgurl=http://www.viewmaldives.com/library/image/club%252520med%252520kanifinolhu/club%252520med.jpg&w=400&h=267&ei=KxBYUYu1HoXNkgXyloGwDA&zoom=1&iact=hc&vpx=903&vpy=430&dur=72&hovh=183&hovw=275&tx=157&ty=106&page=1&tbnh=140&tbnw=229&start=0&ndsp=42&ved=1t:429,r:20,s:0,i:147&biw=1920&bih=878 A 1980’s Club Med ad aimed at honeymooners http://www.nytimes.com/slideshow/2012/02/05/travel/05CLUBMEDTIMELINE-6.html Club Med Community Belongingness Traditions Organizational Culture Rituals http://internationaltrip2012.blogspot.com.au/2012/03/one-fine-looking-t-shirt.html http://www.margaritatravel.ca/club-med-2.html CRUISE Partner Pioneers The
50's The
70's introduces its key Symbols: The 70's The
60's The
80's The
90's Brand Repositioning Strategy Increased Competition:
Entrance of low cost Providers
Low cost carriers opened destinations to new markets Club Med was losing money and market share CLOSURE OF 50 VILLAGES:
2 & 3 TRIDENT RESORTS
UNPROFITABLE LOCATIONS PRICE CHANGES:
20% INCREASE IN 2005 (Quester & Fleck, 2010 pg. 96) PROPERTY INVESTMENT: Concept: €1 BILLION SPENT ON RENOVATIONS & UPGRADES FOR 70 VILLAGES
STAFF TRAINING NEW TARGET MARKET:
UPSCALE, LUXURY MARKET
FAMILY MARKET CONSUMER CHOICES:
INDIVIDUAL ACTIVITIES
TOTAL SOCIAL IMMERSION LIFTED
TELEVISION SET INSTALLATION
DRESS CODE OPTIONAL (Club Med, 2013; Quester & Fleck, 2010) (Quester & Fleck, 2010, pg. 97) (Club Med, 2013) (Quester & Fleck, 2010) (Club Med, 2013) (Club Med Annual Results, 2012) (Club Med Annual Results, 2012) (Club Med Annual Results, 2012) (Club Med, 2013) http://ns.clubmed.com/amn/2012/b2c/pdf/PR/American_Baby_sandpiper_best_family_resort.pdf http://mundodasmarcas.blogspot.com.au/2006/05/club-med-exclusive-spots.html FITNESS & GYM http://www.clubmed.us/cm/all-inclusive-vacations-well-being-at-club-med-our-relaxation-activities_p-115-l-US-pa-NOS_ACTIVITES_DETENTE-ac-ad.html FLYING TRAPEZE LAND SPORTS HORSEBACK RIDING http://www.clubmed.com.au/cm/all-inclusive-vacations-horse-riding-our-horse-riding-destinations_p-14-l-AE-pa-NOS_DESTINATIONS_AVEC_EQUITATION-ac-ps.html http://www.whitezine.com/en/photography/club-med-2013-campaign.html/attachment/club-med-2013-ad-sea-ski http://www.whitezine.com/en/photography/club-med-2013-campaign.html/attachment/club-med-2013-ad-sea-ski http://www.whitezine.com/en/photography/club-med-2013-campaign.html/attachment/club-med-2013-ad-sea-ski FAMILY http://www.whitezine.com/en/photography/club-med-2013-campaign.html/attachment/club-med-2013-ad-sea-ski http://www.google.com.au/imgres?q=club+med+eco+resort&hl=en&sa=X&rls=com.microsoft:en-au:IE-SearchBox&tbm=isch&tbnid=2zY5DkpzO9qSkM:&imgrefurl=http://www.clubmed.com.au/cm/all-inclusive-vacations-innovation-eco-nature-resorts-by-club-med_p-14-l-AE-pa-INNOVATION_LES_VILLAGES_ECO_NATURE_BY_CLUB_MED-ac-at.html&docid=DZ1G0TeDNxFK3M&imgurl=http://statics.clubmed.com/2010/img/guide/236x120/Nature/visu-desc-guide-nature-enfant-CHEC_E109_113.jpg&w=236&h=120&ei=ISVZUf2bMMPHkgXc9oHADA&zoom=1&iact=hc&vpx=269&vpy=313&dur=1413&hovh=96&hovw=188&tx=50&ty=47&page=1&tbnh=96&tbnw=188&start=0&ndsp=44&ved=1t:429,r:9,s:0,i:109&biw=1920&bih=878 ECO RESORTS (Quester & Fleck, 2010, pg. 95) (Quester & Fleck, 2010, pg. 95) (Quester & Fleck, 2010, pg. 95) http://www.google.com.au/imgres?q=club+med+beads&hl=en&sa=X&rls=com.microsoft:en-au:IE-SearchBox&tbm=isch&tbnid=q3t5vKPwfTcNAM:&imgrefurl=http://www.clubmedplanet.com/village_detail.asp%3Fcntnt%3Dpic%26vilcode%3DPCAC&docid=LrTosw1UqzFhYM&imgurl=http://www.clubmedplanet.com/gallery/42/club%252520beads%252520008cp.jpg&w=3504&h=2336&ei=HSdZUfvSDMfAkgWO8YG4AQ&zoom=1&iact=hc&vpx=378&vpy=555&dur=3820&hovh=183&hovw=275&tx=182&ty=96&page=1&tbnh=132&tbnw=195&start=0&ndsp=47&ved=1t:429,r:29,s:0,i:174&biw=1920&bih=878 TRIDENT CLASSIFICATION
DRESS CODES BEAD CURRENCY
APPAREL
PRODUCTS http://www.google.com.au/imgres?q=club+med+45+t+shirt&hl=en&sa=X&rls=com.microsoft:en-au:IE-SearchBox&tbm=isch&tbnid=Zr7oPwkq2Fle8M:&imgrefurl=http://clubmed.dual-technologies.com/shirt-classique-manche-courte-p-2420.html%3FcPath%3D11_12&docid=UAp9LU_RsDnTzM&imgurl=http://clubmed.dual-technologies.com/images/1211M145007-36.jpg&w=380&h=570&ei=_ShZUeT1K8aLkwWRq4GIAQ&zoom=1&iact=hc&vpx=340&vpy=83&dur=7633&hovh=275&hovw=183&tx=114&ty=176&page=1&tbnh=137&tbnw=89&start=0&ndsp=50&ved=1t:429,r:2,s:0,i:88&biw=1920&bih=878 CRAZY SIGNS
SPORT AWARDS http://www.google.com.au/imgres?q=club+med+sport+medal&start=109&hl=en&rls=com.microsoft:en-au:IE-SearchBox&tbm=isch&tbnid=UW5MNrSIDwOn0M:&imgrefurl=http://www.ducey.com/biomed.html&docid=kHgtEF7cH7f9AM&imgurl=http://www.ducey.com/Graphics/MedMedal.jpg&w=300&h=450&ei=TitZUbPMGsSxkgX_z4C4DQ&zoom=1&iact=hc&vpx=1690&vpy=485&dur=968&hovh=275&hovw=183&tx=141&ty=200&page=3&tbnh=147&tbnw=97&ndsp=60&ved=1t:429,r:59,s:100,i:181&biw=1920&bih=878 Ashley Maki Rashel McCue http://www.google.com.au/imgres?q=club+med+french+promo&start=267&hl=en&rls=com.microsoft:en-au:IE-SearchBox&tbm=isch&tbnid=9Md8VRCwzDZVFM:&imgrefurl=http://www.perfume.com/coty/club-med-my-ocean/men-cologne&docid=Cq8Yb4nh9OpuyM&imgurl=http://images.fragrancex.com/images/products/sku/big/67603M.jpg&w=350&h=350&ei=si1ZUdi1GofPlAWksoHoDg&zoom=1&iact=hc&vpx=618&vpy=288&dur=580&hovh=225&hovw=225&tx=82&ty=107&page=6&tbnh=142&tbnw=137&ndsp=59&ved=1t:429,r:70,s:200,i:214&biw=1920&bih=878 ...and many more! ...just to name a few In conclusion: "At Club Med, kindness is a profession in its own right and that profession is more than a job, it's a lifestyle, it's a form of life" -Gilbert Trigano (co-founder) (Club Med, 2013) Gentil Organisateur Gentil Member Corporate Structure: Non profit organisation
Club membership fees Club Med is converted into a limited liability company incorporated in France. Corporate Structure First Bungalows built in Tahiti
Paradise becomes accessible to Europeans ON ONE CONDITION... The Bar Beads Village Chiefs Corporate Strategy: pursuing its development, mainly in the European market Village opens Guadeloupe
Target Market geared toward
“the americans” From Sun To Snow Contemplate Breath Dream Corporate Strategy:
The Japanese Market http://www.clubmedjobs.us/knowing-us-better/our-story http://www.google.com.au/imgres?q=club+med+1950s&um=1&hl=en&sa=N&rls=com.microsoft:en-au:IE-SearchBox&tbm=isch&tbnid=2Q4XTjMf_JIAzM:&imgrefurl=http://news.bbc.co.uk/2/hi/business/1408505.stm&docid=wTKdGj6FKvhJVM&imgurl=http://news.bbc.co.uk/olmedia/1405000/images/_1408505_oldclubmed150.jpg&w=150&h=180&ei=pOZZUfqjC6iOiAed8oCoDQ&zoom=1&iact=hc&vpx=107&vpy=156&dur=6957&hovh=144&hovw=120&tx=93&ty=89&page=1&tbnh=144&tbnw=120&start=0&ndsp=45&ved=1t:429,r:1,s:0,i:85&biw=1920&bih=878 http://www.google.com.au/imgres?q=club+med+1970s+advertising&um=1&hl=en&rls=com.microsoft:en-au:IE-SearchBox&tbm=isch&tbnid=wn-aDKohthhFSM:&imgrefurl=http://globalmediastudies.blogspot.com/&docid=YE2bcm10YdD2mM&imgurl=http://4.bp.blogspot.com/-aNOaaq7YbaE/TcGHsVn_fQI/AAAAAAAACRk/iO0sxXgqsEI/s400/clubmed&w=229&h=253&ei=fedZUYanD9C0iQeMo4DQBw&zoom=1&biw=1920&bih=878&iact=rc&dur=312&page=2&tbnh=142&tbnw=129&start=52&ndsp=59&ved=1t:429,r:98,s:0,i:381&tx=72&ty=92 The Antidote for Civilisation An explosion of resorts open…
27% of the new company’s capital is floated on the New York Stock Exchange. Corporate Strategy Club Med celebrated its 50th anniversary The 2000's  Club Med Gyms
Bar and Restaurants
Budget resort concept aimed at young adults Oyyo http://www.google.com.au/imgres?q=club+med+oyyo&um=1&hl=en&sa=N&rls=com.microsoft:en-au:IE-SearchBox&tbm=isch&tbnid=6-nFmy-Y4qTiTM:&imgrefurl=http://www.naco.net/communication-com-oyyo&docid=MUuzX7Z3w-b2hM&imgurl=http://www.naco.net/%253Fq%253Dsystem/files/naco/vignettes_nav/communication/OYYO/H407px/1oyyo407.jpg&w=407&h=407&ei=_OtZUfPKKvCjiAfayIDQCQ&zoom=1&iact=hc&vpx=999&vpy=107&dur=1024&hovh=225&hovw=225&tx=110&ty=124&page=1&tbnh=134&tbnw=134&start=0&ndsp=50&ved=1t:429,r:5,s:0,i:97&biw=1920&bih=878 http://www.google.com.au/imgres?q=club+med+gym&um=1&hl=en&sa=N&rls=com.microsoft:en-au:IE-SearchBox&tbm=isch&tbnid=wabkmNrxYZqfVM:&imgrefurl=http://www.ehfa.eu.com/civicrm/profile/view%3Freset%3D1%26id%3D5495%26gid%3D103&docid=AlSnu56UMmoIEM&imgurl=http://www.ehfa-platform.eu/sites/default/files/civicrm/custom/Club_Med_Gym_25ce76727df8fc321a8eab3b7e49fa08.jpg&w=306&h=228&ei=1utZUevxFcTAkAWQwoC4Bg&zoom=1&biw=1920&bih=878&iact=rc&dur=199&page=1&tbnh=134&tbnw=166&start=0&ndsp=47&ved=1t:429,r:1,s:0,i:85&tx=67&ty=80 http://www.brandsoftheworld.com/logo/club-med-academies?original=1 Club Med. (2013) Club Med: Worldwide Resorts, Luxury Villas & Chalets, All-inclusive Vacations. 03/10 Retrieved from: http://www.clubmed.us/cm/home.do?PAYS=115&LANG=US&referrer=WELCOME

Issa, J., & Jayawardena, C. (2003). The “all-inclusive” concept in the Caribbean. International Journal of Contemporary Hospitality Management, 15 (3), 167-171. Doi 10.1108/09596110310470211

Kochan, A. (1991). Club Med goes for quality. Management Service Quality, 229-231.

Quester, P., & Fleck, N. (2010). Club Med: Coping with corporate brand evolution. Journal of Product & Brand Management , 19 (2), 94-102. doi. 10.1108/1061-421011033449 References: "Continuous Change" Philosophy (Kochan, 1991) Every six months, GO's are relocated to different village Company & Employees Evolve Continuously Aimed to keep innovation alive CORPORATE STRUCTURE VILLAGE STRUCTURE Company Structure
Organizational culture
History and development
Current Scale
Product and service ranges
SWOT analysis
Conclusion Overview http://www.kennysia.com/archives/2011/05/club-med-bali.php Chef de Village Village Chiefs GO's GM's Guests Employees General Managers Air Liberté
Minerve airline
Air Outre-Mer Club Med
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