Discuss research models as it pertains to understanding the customer. Which meth

Question

Discuss research models as it pertains to understanding the customer.

Which methodologies might be possible to implement?

The idea here is that I do NOT want to read “they should do more research”—that’s not good enough.

Think substantively, specifically, and technically about market research.

For example if you suggest a survey, how long should it be?

Consider “construct equivalence:” make sure the concepts of interest in the research “translate” accurately from one culture to another.

Consider the benefits and costs of promotional discounts to stimulate or repeat purchase in this instance

Evaluate Club Med’s longer-term options for promotion and growth. Do you agree/disagree with the resources noted?

Here are the two links you can copy and paste. Thanks!!

http://www.travelagentcentral.com/all-inclusive/club-med-focuses-growth-going-upscale-and-travel-agents-51335

http://www.thelocal.fr/20150106/club-med-turns-away-from-french-roots

Explanation / Answer

Looks like Club Med has evolved as a company from many years and today they stand as one of the major giant in the hotel industry. They have been under operation from the past 65 year which is not easy. The way they have grown was really amazing. Club Med tried target the tourism markets especially like china where they started their business. Also they started targeting the higher end clients to maintain better financial stability. Today they have more than 70 resorts and operating in 26 countries.

Club Med did a good market research and realised they need to become popular. Hence they started identifying the place where there was no proper business climate like china.

They started business there started gaining. Since they wanted to stick long in china, they started having different branches in china. Even though in 1990’s itself the concept of village housing was gone due to competition, club Med started the same village concept in early 2000 and continued focussing on high class resort to capture both the higher end customers as well as middle level customers.

Club Med did not stop there and they started upscaling themselves to another level. When the new senior vice president joined they strongly started focussing on 3 important things which run in the hotel industry,

Food and Beverage offering

Sports

Children programs

This is what families look for when they go to any kind of hotels for relaxation and also they made sure that, people once enter the hotel, they need not spend money for anything which is really a good sign and customer will also feel happy about it. These are the major points which make Club Med to withstand for a longer time in the market and compete with the competitors. Also to attract children they have many sports and to attract children the club has so many children sports activity which makes the kids feel happy about it .

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