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Club Med - Japan

Author: Schütte, Hellmut INSEAD Area: Asian Business and Comparative ManagementPublisher: Fontainebleau : INSEAD Euro-Asia Centre (EAC) 1990.Language: EnglishDescription: 24 p.Type of document: INSEAD CaseAbstract: Club Med is the world's largest operator for holiday resorts. Their concept of active holidays under the informal guidance of "gentil organisateurs" (i.e nice organisers), has taken off extremely well in Europe, and also in the US. However, the Japanese ideas of how to spend their vacation differs considerably from that of the Westerners. Club Med therefore finds it difficult to exploit the presnet travel boom in Japan. Some adjustement to the Japanese taste and behaviour has been made, but a careful approach has been taken in order not to lose the French flavour which has made the company successfulPedagogical Objectives: To appraise adjustment to the specific needs of one group of customers without weakening the principle product concept; to examine the issue of international firms meeting local competition.
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To appraise adjustment to the specific needs of one group of customers without weakening the principle product concept; to examine the issue of international firms meeting local competition.

Club Med is the world's largest operator for holiday resorts. Their concept of active holidays under the informal guidance of "gentil organisateurs" (i.e nice organisers), has taken off extremely well in Europe, and also in the US. However, the Japanese ideas of how to spend their vacation differs considerably from that of the Westerners. Club Med therefore finds it difficult to exploit the presnet travel boom in Japan. Some adjustement to the Japanese taste and behaviour has been made, but a careful approach has been taken in order not to lose the French flavour which has made the company successful

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