Sample Presentation from The Uni Tutor
Company Analysis of Club Med
www.theunitutor.com
Agenda
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
COMPANY BACKGROUND
Worldwide leader in all-inclusive holidays
Company
Profile
Symptoms
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
140 resort villages in Mediterranean, snow,
inland, and tropical locations in 40 countries
Operates tours and 2 cruise liners:
Club Med 1 (Caribbean sailing)
Club Med 2 (Pacific sailing)
Marketed by over 1500 travel agencies, through
its direct and indirect distribution networks
MISSION STATEMENT
Company
Profile
Symptoms
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
“Club Med is a refined, generous, and a la carte
holiday that will meet all your expectations”
~Henri Giscard D’Estang~
President
HISTORY
Company
Profile
Symptoms
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
1950: Founded by a
group of travelers,
headed by Gerald Blitz
1954: From nonprofit
sports organization to
hotel business
1985: Public Traded
Company on Paris
Stock Exchange
PRODUCT
Company
Profile
Symptoms
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
5 styles of holidays
1. Experience the exceptional
2. Have a taste of everything
3. Discover new horizons
4. Stretch yourself to the limit
5. Feel renewed
•Club Med additional activities: cruises,
getaways, spas, wellness programs, sports, and
retail therapy at Club Med boutiques
•For children and teens: Mini Club Med and
Junior's Club 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
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
Company
Profile
Symptoms
Company Analysis
1.Departure City
2.Destination City
3.Hotel
4.Season
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
Low season: “50% OFF SECOND PERSON”
Valentine’s Day and Presidential Day
“3 DAYS FREE”
PRICE
Turks and Caicos, Caribbean
2 persons, 7 days, tx in.
Company
Profile
Symptoms
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
March 2009, from NYC: $ 3755,40
March 2009, from Paris: € 4 995,00
July 2009, from NYC: $ 3426,40
July 2009, from Paris:€ 4 513,00
Christmas 2009, from NYC: $ 5917,40
Christmas 2009, from Paris: € 6 635,00
PRICE
Marrakech, Morocco
2 persons, 7 days, tx in.
Company
Profile
Symptoms
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
March 2009, from NYC: $ 8 968,00
March 2009, from Paris: € 3 619,00
July 2009, from NYC: $ 7 516,00
July 2009, from Paris:€ 2 973,00
Christmas 2009, from NYC: $ 10 864,00
Christmas 2009, From Paris: € 4 033,00
PLACE: CLUBMED.COM
Company
Profile
Symptoms
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
PLACE: INTERNET WHOLESALERS
Company
Profile
Symptoms
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
Air Canada Vacations
Sell Off Vacations.com
TripCentral.ca
Besttravel.com
Expatriatetravel.com
ETC…!
PLACE: TRAVEL AGENCIES
Company
Profile
Symptoms
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
PROMOTION
Company
Profile
Symptoms
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
Airports
Travel Magazines
Billboards
TV ads
Website
Affiliate websites
Club Med Great
Members loyalty
program
COMPETITIVE POSITIONING MATRIX
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
SWOT ANALYSIS
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
Strengths
Established name
Reputation
Customer loyalty
Perception of a place to meet people
(match.com)
Weaknesses
Global span means more susceptible to natural
disasters
All inclusive formula limits discounting
Perception of swinger’s resorts (bad for attracting
family segment)
SWOT ANALYSIS
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
Opportunities
Movement into China
Cash injection from Accor has allowed revamp of
aging resorts
Attraction of fitness market
Threats
High competition from customized trip providers
Merging of competitors (i.e. Allegro and Jack Tar
Village)
Economic crisis impacts heavily on tourism
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
INTERNATIONAL STRATEGY
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
 Focus sales and marketing efforts on France, US
Canada, Belgium, Japan, Italy, Germany and
Switzerland [74% of visitors]
 No. 1 target is to increase US sales
1998-2004: $350 million has been spent on
advertising in the US alone
 Pacific Rim expansion, Indonesia, China,
Philippines and Vietnam
INTERNATIONAL STRATEGY
Company Profile
Company Analysis
 Increase of strategic alliances with firms all over
the world

2004 Accor bought 28.9% stake

500 million Euro expansion and revamp of resorts
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
 Increasing trend of health holidays addressed by
gym facilities and classes
MARKETING
Imagery to emphasize natural beauty of resorts
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
Families used to attract traditional segments
Theme of meeting new people expressed through
photos of couples
“Its not where you go, its who you meet.”
Strategic alliance with Match.com
Current ad campaign: WHERE HAPPINESS MEANS THE WORLD
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
Current ad campaign
WHERE HAPPINESS MEANS THE WORLD
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
Current ad campaign
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
Current ad campaign
WHERE HAPPINESS MEANS THE WORLD
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
Current ad campaign
WHERE HAPPINESS MEANS THE WORLD
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
ACCESS
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections

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Economic
Cost of Flights and Services
Income Distribution of Customers
Physical
Availability of direct flights
Visas
Developed infrastructure
BUYING BEHAVIOUR
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Reflections
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Attitudes towards vacations
Growth in Healthy Tourism
General trend to Working Hard
Need for Relaxation
Cultivate Brand Loyalty
CONSUMPTION CHARACTERISTICS
Company Profile
Company Analysis
International Strategy
Decline in Sex Tourism of early generations,
move towards family orientated approach
Advertising Campaign
Facilities are now more family friendly
ABCD Paradigm
Reflections
DISPOSAL
Company Profile
Company Analysis

Leave No Trace (LNT)
International Strategy
 Disappearing Coral Reefs
Advertising Campaign

ABCD Paradigm
Reflections
Warm Up in the Alps
CLUB MED IN THE WORLD
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Regional Differences
CULTURE
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Regional Differences
 Post Colonial Legacy
 Ethnocentrism
 Legal Status of Former Colonies
Village Locations in Africa Must Be Aware of the
Dangers Posed by…
-Fundamentalism
-Religion
-Terrorism
EXOGENOUS VARIABLES
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Regional Differences
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Nuclear Testing
Environmental Shocks
Inflation
Regime Change in Unstable Governments
Corporate Taxes
Native v. Foreigner Relations
THE FUTURE
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Regional Differences
China
India
Mexico
REFERENCES
Company Profile
Company Analysis
International Strategy
Advertising Campaign
ABCD Paradigm
Regional Differences
http://www.clubmed.com
http://news.bbc.co.uk/1/hi/sci/tech/1507646.st
m
http://www.coral.org
http://www.iht.com/articles/2007/02/20/news/t
unisia.php?page=3
https://www.cia.gov/library/publications/theworld-factbook
QUESTIONS?