Ipod Craze in Japan - Analyzing of Alternatives

Analyzing of Alternatives

Inside the case study, we can see that the Club Med is fail to maximizing the consumer satisfaction. It might satisfy part of the customer but it fail to meet the expectation of the customer. Even though the Club has undergone the strategy of consumer behavior but it might also fail if the Club does not completely utilize the strategy. Therefore understanding and utilizing the consumer behavior is very importance as it will help the Club to understand what consumer need and wants.

The Club is majority focusing on provides the package they prepared to customer in order to gaining a highest profit. It had caused a huge disadvantage for them as the customer now has changed. The customers are not willing to waste money on the package as they are not going to use all of it. Therefore this result will cause the competitor of the Club having a competitive advantage by provide a customizable package to customer that meet the customer requirement with a comfortable price. By the external factors, it will cause the Club losing its ability to gain profit and attract new customer.

To capture customer, value creation is very importance for them in order to success capturing the attention of customer. Choosing, providing, communicating the value is the process of value creation. By using the value creation, we can select our target segment and determine the need and wants of consumer. After that, the Club can provide different type of service based on the different need of customer with different place and different price. Communicating the value is also importance part to capturing the consumer attention, therefore advertising and promotional tools cannot be leave out if the Club want to interrupt and affect the consumer buying decision.

Besides that, the Club should create core competencies which make a significant contribution to perceived customer benefits. Besides that, the applications must be in a wide variety of markets and it is costly for the competitors to imitate. With core competencies, the Club can create a competitive advantage fits it core competencies and distinctive capabilities into tightly interlocking "activity systems". By this, the Club will be competitive if the competitor is hard to imitate their services because the systems are too hard and too costly to them. Therefore, by understanding the consumer behaviour is such a important stage for the Club to maximize their customers satisfaction and them to have different enjoyment when they went to their villages.

There are several examples of natural disaster mentioned in the case study that seriously damaged their resorts, properties and caused them to pay the high cost for renovations. Some of Club Med's resort which located in natural disaster area experienced the lower revenue until the club using the profits from other resorts that have not suffered from similar disasters to compensate the losses. Hence, each time of natural disaster happened, it leads Club Med's financial, environmental or human losses. As an effectively alternative, Club Med should enhance the geographic segmentation when they plan to expand their resort to other place. It is very important as it will help the Club Med to prevent anything undesired happened and able to avoid avoidable cost.

Geographic segmentation enhancement is one of the market segmentation strategy that can help Club Med reduce unexpected costs whereby the intended audience for a given service of the resort divided according to geographic units, such as nations, states, regions, counties, etc. Club Med's marketers should tailor marketing programs to fit the needs of individual geographic areas. They are required to do the completely marketing research and obtained sufficient information from citizen of the particular country that they want to expand and preventing those places that natural disaster probably happen, it is to avoid similar losses that experienced before, until they verified that the place are really safety and suitable for resort, than the place will be the most perfect and safety location for them to expand at without worrying.

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