Club Med China: Creating Value and Competitive Advantage

Abstract

This assessment examines the services strategy of Club Med China. Club Med wants to become the leading operator of upscale all-inclusive resorts, with the objective of making China its second largest market within the next five years. Students are asked to develop a services strategy for Club Med China that examines how Club Med can deliver value to its GMs. The case focuses on the role of interpersonal service encounters and how technology can be used to deliver an excellent customer experience. This assessment is suitable for use in both undergraduate and graduate courses in services marketing/management.

Keywords: Services marketing, Services management, Service encounters, Technology, Customer experience, Tourism and hospitality, Club Med