COMPANY BACKGROUND

Worldwide
Worldwideleader
leaderin
inall-inclusive
all-inclusiveholidays
holidays
Company Profile
Symptoms
140
140resort
resortvillages
villagesin
inMediterranean,
Mediterranean,snow,
snow,
Company Analysis inland,
inland,and
andtropical
tropicallocations
locationsin
in40
40countries
countries
International Strategy
Operates
Operatestours
toursand
and22cruise
cruiseliners:
liners:
Club
ClubMed
Med11(Caribbean
(Caribbeansailing)
sailing)
Advertising Campaign
Club
ClubMed
Med22(Pacific
(Pacificsailing)
sailing)
ABCD Paradigm
Marketed
Marketedby byover
over1500
1500travel
travelagencies,
agencies,through
through
Reflections its
itsdirect
directand
andindirect
indirectdistribution
distributionnetworks
networks
 HISTORY

1950: Founded by a
group of travelers,
Company Profile
Symptoms headed by Gerald Blitz

Company Analysis 1954: From nonprofit

sports organization to
International Strategy
hotel business
Advertising Campaign
1985: Public Traded
ABCD Paradigm Company on Paris
Stock Exchange
Reflections
 PRODUCT

55styles
stylesof
ofholidays
holidays
1.
1.Experience
Experiencethe
theexceptional
exceptional
Company Profile
Symptoms
2.
2.Have
Haveaataste
tasteof
ofeverything
everything
3.
3.Discover
Discovernew
newhorizons
horizons
Company Analysis
4.
4.Stretch
Stretchyourself
yourselfto
tothe
thelimit
limit
International Strategy 5.
5.Feel
Feelrenewed
renewed

Advertising Campaign ••Club

ClubMed
Medadditional
additionalactivities:
activities:cruises,
cruises,getaways,
getaways,
spas,
spas,wellness
wellnessprograms,
programs,sports,
sports,and
andretail
retail
ABCD Paradigm
therapy
therapyatatClub
ClubMed
Medboutiques
boutiques
••For
Forchildren
childrenand
andteens:
teens:Mini
MiniClub
ClubMed
Medand
and
Reflections
Junior's
Junior'sClub
ClubMed
Med
 PRODUCT

Company Profile
Symptoms

Company Analysis

International Strategy

Advertising Campaign

ABCD Paradigm

Reflections
 PRODUCT

Company Profile
Symptoms

Company Analysis

International Strategy

Advertising Campaign

ABCD Paradigm

Reflections
 PRODUCT

Company Profile
Symptoms

Company Analysis

International Strategy

Advertising Campaign

ABCD Paradigm

Reflections
 PRODUCT

Company Profile
Symptoms

Company Analysis

International Strategy

Advertising Campaign

ABCD Paradigm

Reflections
 PRODUCT

Company Profile
Symptoms

Company Analysis

International Strategy

Advertising Campaign

ABCD Paradigm

Reflections
 PRODUCT

Company Profile
Symptoms

Company Analysis

International Strategy

Advertising Campaign

ABCD Paradigm

Reflections
 Revenue by Region

Company Profile
Symptoms

Company Analysis

International Strategy

Advertising Campaign

ABCD Paradigm

Reflections
 PRICE

1.Departure
1.Departure City
City
Company Profile
Symptoms 2.Destination
2.Destination City
City
3.Hotel
3.Hotel
Company Analysis 4.Season
4.Season
International Strategy

Low
Low season:
season: “50%
“50% OFF
OFF SECOND
SECOND PERSON”
PERSON”
Advertising Campaign

ABCD Paradigm Valentine’s

Valentine’s Day
Day and
and Presidential
Presidential Day
Day
“3
“3 DAYS
DAYS FREE”
FREE”
Reflections
 PRICE

Turks
Turks and
and Caicos,
Caicos, Caribbean
Caribbean
22 persons,
persons, 77 days,
days, tx
tx in.
in.
Company Profile
Symptoms
March
March 2009,
2009, from
from NYC:
NYC: $$ 3755,40
3755,40
Company Analysis March
March 2009,
2009, from
from Paris:
Paris: €€ 44 995,00
995,00
International Strategy
July
July 2009,
2009, from
from NYC:
NYC: $$ 3426,40
3426,40
July
July 2009,
2009, from
from Paris:€
Paris:€ 44 513,00
513,00
Advertising Campaign

ABCD Paradigm Christmas

Christmas 2009,
2009, from
from NYC:
NYC: $$ 5917,40
5917,40
Christmas
Christmas 2009,
2009, from
from Paris:
Paris: €€ 66 635,00
635,00
Reflections
 PRICE

Marrakech,
Marrakech, Morocco
Morocco
22 persons,
persons, 77 days,
days, tx
tx in.
in.
Company Profile
Symptoms
March
March 2009,
2009, from
from NYC:
NYC: $$ 88 968,00
968,00
Company Analysis March
March 2009,
2009, from
from Paris:
Paris: €€ 33 619,00
619,00
International Strategy
July
July 2009,
2009, from
from NYC:
NYC: $$ 77 516,00
516,00
July
July 2009,
2009, from
from Paris:€
Paris:€ 22 973,00
973,00
Advertising Campaign

ABCD Paradigm Christmas

Christmas 2009,
2009, from
from NYC:
NYC: $$ 1010 864,00
864,00
Christmas
Christmas 2009,
2009, From
From Paris:
Paris: €€ 44 033,00
033,00
Reflections
 PLACE: CLUBMED.COM

Company Profile
Symptoms

Company Analysis

International Strategy

Advertising Campaign

ABCD Paradigm

Reflections
 PLACE: INTERNET WHOLESALERS

Company Profile
Symptoms Air
Air Canada
Canada Vacations
Vacations
Sell
Sell Off
Off Vacations.com
Vacations.com
Company Analysis TripCentral.ca
TripCentral.ca
Besttravel.com
Besttravel.com
International Strategy
Expatriatetravel.com
Expatriatetravel.com
ETC…!
ETC…!
Advertising Campaign

ABCD Paradigm

Reflections
 PLACE: TRAVEL AGENCIES

Company Profile
Symptoms

Company Analysis

International Strategy

Advertising Campaign

ABCD Paradigm

Reflections
 PROMOTION

Airports
Travel Magazines
Company Profile
Symptoms
Billboards
TV ads
Company Analysis Website
Affiliate websites
International Strategy

Club Med Great

Advertising Campaign Members loyalty
program
ABCD Paradigm

Reflections
 COMPETITIVE POSITIONING MATRIX

Company Profile

Company Analysis

International Strategy

Advertising Campaign

ABCD Paradigm

Reflections
 SWOT ANALYSIS

Strengths
Strengths
Company Profile Established
Establishedname
name
Reputation
Reputation
Company Analysis Customer
Customerloyalty
loyalty
Perception
Perceptionof ofaaplace
placetotomeet
meetpeople
people
International Strategy (match.com)
(match.com)
Advertising Campaign
Weaknesses
Weaknesses
Global
Globalspan
spanmeans
meansmore
moresusceptible
susceptibleto
tonatural
natural
ABCD Paradigm disasters
disasters
All
Allinclusive
inclusiveformula
formulalimits
limitsdiscounting
discounting
Reflections Perception
Perceptionof ofswinger’s
swinger’sresorts
resorts(bad
(badfor
forattracting
attracting
family
familysegment)
segment)
 SWOT ANALYSIS

Opportunities
Opportunities
Company Profile Movement
Movementinto intoChina
China
Cash
Cashinjection
injectionfrom
fromAccor
Accorhas
hasallowed
allowedrevamp
revampofof
Company Analysis aging
agingresorts
resorts
Attraction
Attractionofoffitness
fitnessmarket
market
International Strategy Threats
Threats
Advertising Campaign
High
Highcompetition
competitionfrom
fromcustomized
customizedtriptripproviders
providers
Merging
Mergingof ofcompetitors
competitors(i.e.
(i.e.Allegro
Allegroand
andJack
JackTar
Tar
ABCD Paradigm Village)
Village)
Economic
Economiccrisis
crisisimpacts
impactsheavily
heavilyonontourism
tourism
Reflections
 Company Profile

Company Analysis

International Strategy

Advertising Campaign

ABCD Paradigm

Reflections
 INTERNATIONAL STRATEGY

Company Profile 
 Focus
Focussales
salesand
andmarketing
marketingefforts
effortson
onFrance,
France,US
US
Canada,
Canada,Belgium,
Belgium,Japan,
Japan,Italy,
Italy,Germany
Germanyandand
Company Analysis Switzerland
Switzerland[74%
[74%ofofvisitors]
visitors]

International Strategy 
 No.
No.11target
targetisisto
toincrease
increaseUS
USsales
sales
Advertising Campaign
1998-2004:
1998-2004:$350$350million
millionhas
hasbeen
beenspent
spenton
on
advertising
advertisingininthe
theUS USalone
alone
ABCD Paradigm

 Pacific
PacificRim
Rimexpansion,
expansion,Indonesia,
Indonesia,China,
China,Philippines
Philippines
Reflections and
andVietnam
Vietnam
 INTERNATIONAL STRATEGY

Company Profile 
 Increase
Increaseof
ofstrategic
strategicalliances
allianceswith
withfirms
firmsall
allover
overthe
the
world
world
Company Analysis

 2004
2004Accor
Accorbought
bought28.9%
28.9%stake
stake
International Strategy

Advertising Campaign

 500
500million
millionEuro
Euroexpansion
expansionand
andrevamp
revampof
ofresorts
resorts

ABCD Paradigm 
 Increasing
Increasingtrend
trendof
ofhealth
healthholidays
holidaysaddressed
addressedby
by
gym
gymfacilities
facilitiesand
andclasses
classes
Reflections
 MARKETING

Imagery
Imageryto
toemphasize
emphasizenatural
naturalbeauty
beautyof
ofresorts
resorts
Company Profile
Families
Familiesused
usedto
toattract
attracttraditional
traditionalsegments
segments
Company Analysis
Theme
Themeofofmeeting
meetingnew
newpeople
peopleexpressed
expressedthrough
through
International Strategy photos
photosof
ofcouples
couples
Advertising Campaign
“Its
“Itsnot
notwhere
whereyouyougo,
go,its
itswho
whoyou
youmeet.”
meet.”
ABCD Paradigm
Strategic
Strategicalliance
alliancewith
withMatch.com
Match.com

Reflections
 Current ad campaign: WHERE HAPPINESS MEANS THE WORLD

Company Profile

Company Analysis

International Strategy

Advertising Campaign

ABCD Paradigm

Reflections
 Current ad campaign

WHERE
WHEREHAPPINESS
HAPPINESSMEANS
MEANSTHE
THEWORLD
WORLD

Company Profile

Company Analysis

International Strategy

Advertising Campaign

ABCD Paradigm

Reflections
 ACCESS

Company Profile


 Economic
Economic
Company Analysis

 Cost
Costof
ofFlights
Flightsand
andServices
Services
International Strategy 
 Income
IncomeDistribution
DistributionofofCustomers
Customers

 Physical
Physical
Advertising Campaign 
 Availability
Availabilityof
ofdirect
directflights
flights

 Visas
Visas
ABCD Paradigm

 Developed
Developedinfrastructure
infrastructure
Reflections
 BUYING BEHAVIOUR

Company Profile


 Attitudes
Attitudestowards
towardsvacations
vacations
Company Analysis

 Growth
Growthin inHealthy
HealthyTourism
Tourism
International Strategy 
 General
Generaltrend
trendto
toWorking
WorkingHard
Hard

 Need
NeedforforRelaxation
Relaxation
Advertising Campaign 
 Cultivate
CultivateBrand
BrandLoyalty
Loyalty
ABCD Paradigm

Reflections
 CONSUMPTION CHARACTERISTICS

Company Profile

Company Analysis 
family
familyorientated
orientatedapproach
approach
International Strategy
Facilities
Facilitiesare
arenow
nowmore
morefamily
familyfriendly
friendly
Advertising Campaign

ABCD Paradigm

Reflections
 DISPOSAL

Company Profile


 Leave
LeaveNo
NoTrace
Trace(LNT)
(LNT)
Company Analysis

International Strategy 
 Disappearing
DisappearingCoral
CoralReefs
Reefs

Advertising Campaign 
 Warm
WarmUp
Upin
inthe
theAlps
Alps
ABCD Paradigm

Reflections
 CLUB MED IN THE WORLD

Company Profile

Company Analysis

International Strategy

Advertising Campaign

ABCD Paradigm

Regional Differences
 CULTURE


 Post
PostColonial
ColonialLegacy
Legacy

 Ethnocentrism
Ethnocentrism
Company Profile

 Legal
LegalStatus
StatusofofFormer
FormerColonies
Colonies
Company Analysis
Village
VillageLocations
Locationsin
inAfrica
AfricaMust
MustBe
BeAware
Awareof
ofthe
the
International Strategy Dangers
DangersPosed
Posedby…
by…
-Fundamentalism
-Fundamentalism
Advertising Campaign -Religion
-Religion
ABCD Paradigm -Terrorism
-Terrorism
Regional Differences
 EXOGENOUS VARIABLES

Company Profile

 Nuclear
NuclearTesting
Testing

 Environmental
EnvironmentalShocks
Shocks
Company Analysis

 Inflation
Inflation
International Strategy 
 Regime
RegimeChange
Changein inUnstable
UnstableGovernments
Governments

 Corporate
CorporateTaxes
Taxes
Advertising Campaign 
 Native
Nativev.v.Foreigner
ForeignerRelations
Relations
ABCD Paradigm

Regional Differences
 THE FUTURE

Company Profile


China
China
Company Analysis

International Strategy

India
India
Advertising Campaign

Mexico
Mexico
ABCD Paradigm

Regional Differences
 REFERENCES

http://www.clubmed.com
http://www.clubmed.com
http://news.bbc.co.uk/1/hi/sci/tech/1507646.st
http://news.bbc.co.uk/1/hi/sci/tech/1507646.st
Company Profile
m
m
http://www.coral.org
http://www.coral.org
Company Analysis
http://www.iht.com/articles/2007/02/20/news/t
http://www.iht.com/articles/2007/02/20/news/t
International Strategy unisia.php?page=3
unisia.php?page=3
https://www.cia.gov/library/publications/the-
https://www.cia.gov/library/publications/the-
Advertising Campaign world-factbook
world-factbook
ABCD Paradigm

Regional Differences
QUESTIONS?