Case Study-Club Med
2.Marketing activities and results-Past 14 years V.S Nearly Past 3 yearsMarketing in a changing world
3.Role the marketing
4.Macro and Micro Environment analysis in present and future
5.How does the competitive environment influence Club Med marketing decisions in present and future?
6.How has the company responded to changes in the environment? What factors may influence the company in the future?
7.Critically analyse the companys marketing activities and results over the last 3 years and past 3 year in the Case Study.
8.Briefly outline any recommended changes to marketing strategy or activities
The case study information. Need to use academic data and information from academic books, Internet, journals
IEssay Outline-This essay cannot just uses the case study information. Need to use academic data and
information from academic books, Internet, journals… «J
Company introduction, company’s objectives: Marketing objectives & Communication Objectives«tJ
Marketing Management Concepts-Market Orientation: «J
0 To analyze Club Med have applied: 44
1) Customer Focus «J
2) Competitor Awareness 4J
Key Features of varied Market Types 2 «J
1) From Monopoly to Perfect competition
1) Market Focus or Internal Focus «J
2. Marketing activities and results-Past 14 years V.S Nearly Past 3 years-Marketing in a changing world «J
Markets are dynamic «4
Marketing decisions cannot be made in a vacuum! 44
Market Analysis: «J
1) Market SizeoJ
2) Growth rates and trends «J
3) Sales (in Euros billions)cJ
4) Sales per customer (in Euros)4J
5) Market sharesJ
6) OPERATING MARGINSwJ
7) Profit margins & Costs H
2) Profit «J
3) Operating Profit/Loss (in Euros millions) *J
4) Return on marketing investment (ROI)4J
5) Total sales & cost-Ann «J
6) Net Result (in Euros millions)4J
7) Indebtment (in Euros millions)?
8) Shareholders’ equity (in Euros millions)?
3. Role the marketingiJ
Importance Role-Concept & exampless-J
4. Macro and Micro Environment analysis in present and future4J
SWOT-TOWS analysis 14
Use SWOT-TOWS analysis to analyse Club Med’s Internal-Strength & Weakness, External-Opportunities
Threats, SO, Wo, ST & WT- “use the table to present the answers”4J
Opportunities (0) xxx mm”:
External Environment (Macro-environment)-The PESTILE Model<IJ
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