Club Méditerranée, Upscale Strategy Through Innovation and Quality of Service

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This multimedia case study describes both the story and "DNA" of the Club Med's marketing strategies, its past and future orientations as well as its development on the Asian market. It illustrates by various surveys: customers analysis, competitive environment, consumers habits and helps to understand the role of innovation to revamp a company in the hospitality sector but more generally in the service economy.

The case aims to demonstrate how Club Med adapted its marketing communication following the new strategy and shows how Club Med was forced to change its image, and then adopt an original positioning on the upscale market with its campaign: “Where Happiness means the World”. Large part of the case focuses on the new adventure onto the Asian market, due to its rapid increase in customers and focuses on the big challenges for the Club Med in this part of the world: new market, new consumer, and also new competitors. As the CEO Henri Giscard d’Estaing said "In ten years time, the Asians will be our biggest customers".