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Assignment Questions

Club Med

Subject: Principals of Marketing
Words: 1500, Part A and B

Case Study analysis, download the case study link below:


Assignment Brief and questions:

Please analysis following dot points and answer the 3 questions for the CLUB MED case.

Part A (800 words altogether)

• the external environment
(Competitor Analysis/Evaluation: Who are the current direct and indirect competitors? What is their differential advantage? Who are likely to be the major competitors in the future –ie. what replacement products may threaten the future of the product? Is this dependent on positioning strategies? You need to refer to relevant industry characteristics that will influence elements of the marketing mix and specify how these would have an effect on each
element. You could also analyse the PLC at this point)

• product life cycle

• customer analysis & evaluation (segmentation and customer behavior)
Customer Analysis & Evaluation: Identify and describe the target market(s) for the product/brand in terms of their demographic, psychographic, behavioural and geographic characteristics (segmentation).
Analysis of present customer’s behaviourin terms of:
• Type of purchase decision
• Information on consumption such as social influences, where used, how used, frequency of use, average amount used, etc.
• Attitudes about products such as product quality, price, packaging, styling, brand’s reputation, etc
• What problems does the product solve for the consumer? Is the consumer aware of these benefits?
• How loyal are present customers? Does brand-switching occur? If so, among this brand or others?
• Do customer perceptions influence your analyses?
Critically evaluate how the product/company is currently marketed. In this section, you will need to address each of the marketing mix elements, namely:

• Product
Product/branding strategies:
• Eg, Is it a convenience, shopping, specialty or unsought good or an industrial product? Where is the product in its lifecycle? (linkthis back to the industry characteristics identified earlier). What is the product’s differential advantage (augmented product)? Comment on branding, the perception of the brand, brand equity, the extent to which line extensions have been used etc. Comment on packaging and labelling.
What about service, if this is provided with the product? Is this a high or low involvement good? (Link to consumer behaviour!).
• How does the product compare to competition in terms of features, uses, consumer acceptance, etc.? What has been added or improved in the last few years, new uses, new markets, etc.?
Remember to INTEGRATE theory.

• Promotion
Apply relevant promotion theory
• Eg, Where is promotional expenditure concentrated? PR, Advertising, Sales Promotion, Personal Selling, Direct communications? Why and what benefits does this approach deliver? Are there any frameworks that appear to be the foundation of their campaign, such as the AIDA model? Does the company use a specific type of advertising to appeal to a type of consumer? Are the objectives of communications evident for this company/product? Are sales people or other types of promotions used?
INTEGRATE this with other elements of the marketing mix and/or
segmentation, consumer behaviour or the external environment

• Place
Apply relevant place theory • Eg, Is distribution widespread? Where is the product available?
Is it direct, or indirect, or dual? Is a VMS or HMS being used or neither? How do retailers feel about the product? Do they want to stock and sell it? Is distribution adequate?
INTEGRATE this with other elements of the marketing mix and/or
segmentation, consumer behaviour or the external environment.

• Price
Apply relevant price theory
INTEGRATE this with other elements of the marketing mix and/or segmentation, consumer behaviour or the external environment How strong is demand for the product/brand? How is the product/brand priced relative to competitors’ brands? What price adjustment and product mix pricing strategies have been used in the past and have they been successful?
If you tackle a service, you MUST review the additional 3 Ps in the same manner.
• These are Place, People and Physical Evidence.

Part B (700 words altogether)
Please answer follow questions:

1. Compare the PLC phase of Club Med in France and Spain market, are they the same? If not, what are the different stages and relevant marketing activities?

2. Why and how do Club Med need to change their communication mix to suit the Spain market?

3. What changes might be appropriate for Club Med’s marketing strategy to ensure success in the Spain market?

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