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有礼貌的泰国苏梅岛市场进入方案 (英文)Market entry plan- Koh Samui

作者:高考题库网
来源:https://www.bjmy2z.cn/gaokao
2021-01-19 18:38
tags:

adm是什么意思-有礼貌的

2021年1月19日发(作者:brilliance)
2. Market Entry Strategy

2.1 Target market selection
Currently,
the
overseas
reputation
of
Club
Med
is
relatively
high,
its
brand
culture,
design thinking, operation mode, sales mode and many other aspects have achieved
the
first
class
level(Hellmund,
2012).
Therefore,
it
is
important
for
Club
Med
to
perform its advantages when entering into a new market.

Koh Samui is an island off the east coast of the Kra Isthmus in Thailand. And it is the
second
largest
island
in
Thailand
(the
largest
one
is
Phuket),
with
an
area
of
228.7
km2 and a population of more than 63,000 attracting 1.5 million tourists every year
(Martin & Assenov, 2011). These tourists can be potential customers. Kol Samui is
about 80000 km from the mainland. There are about 80 islands around it, but most of
them have no residents. Koh Samui has long and clean white beach, which looks like
a tropical island wonderland in every tourist

s dream (Aktas, 2011). It is said that Koh
Samui prefers to maintain its isolated nature and purity instead of accepting the glory
as a Hollywood movie shooting site.

Since the 1980s, tourism industry
has
become
an energy
economic industry on this
beautiful island, nowadays it has even replaced the traditional fishing and agriculture
industry
to
become
the
major
income
source
of
local
people.
The
island
has
been
equipped
with
stable
high
speed
internet,
thus
has
attracted
some
information
technology
enterprise
to
invest,
the
economic
diversity
of
Koh
Samui
has
been
enhanced
(Altinay
&
Paraskevas,
2008).
The
mild
climate
and
convenient
transportation also become an important factor to attract international investors.

Based
on
the
successful
operation
of
resorts
in
Phuket
Island
in
Thailand
and
Bali
Island
in
Indonesia,
Club
Med
has
accumulated
enough
experience
in
high
end
tourism market in Southeastern Asia

2.2 Market entry plan choice
With
respect
to
entering
a
new
market,
certain
factors
must
be
considered.
In
this
chapter,
detailed
decision
making
process
will
be
illustrated
to
demonstrate
the
reasons
of
choosing
Koh
Samui
in
Thailand
and
cooperating
with
a
series
of
local
famous enterprises including hotels, watersports, catering, and shopping centers, so as
to
make
the
most
use
of
the
local
resources
and
centralize
its
core
competence
to
create a new luxury vacation resort.

When making market entry plan, Club Med should fully consider the market scale and
development potential of local market, the competence advantage of its brand, as well
as whether entering into local market is consistent with the future development goal
of the brand. Except for these subjective factors, Club Med should also consider the
cost of entering overseas market, including cultural barriers, political risks etc (Kotler,
2009).

The overall market entry plan of Club Med into Koh Samui can be divided into three
parts:
multi-brand
strategy,
differentiated
strategy
and
contract
management.
The
multi- brand
strategy
means
providing
various
of
brands
to
expand
the
range
of
tourism products, so as to capture market share and improve the flexibility of tourism
sales.
It
will
also
help
Club
Med
to
establish
a
stable
brand
image
in
tourist
group
with high frequency of existence. As for the differentiated market strategy, it can offer
different
consumer
groups
all
kinds
of
service
functions
and
advertising
promotion
(Kotler,
2009).
Each
brand
of
Club
Med
will
have
its
own
development
space
and
they will not overlap, contradict or limit each other.

Besides, in order adapted to the global trend of sustainable development, Club Med
will involve the local
cultural,
religious,
geographical,
historical,
political
factors in
the
operation
principles
when
entering
into
Koh
Samui
tourism
market.
It
will
actively bear the local social responsibility, provide a large amount of jobs to native
people,
make
use
of
renewable
and
recyclable
resources
to
protect
local
ecological
environment, and implement a lot of social welfare activities. Theses actions can set
up a positive and healthy investor image, thus can gain support from local government
and people, reduce the entry barriers of Club Med branch in Koh Samui.

2.3 Market entry plan implementation

Club
Med
advocates
a

quality,
friendly
and
multicultural
holiday.
The
most
important
feature
of
Club
Med
project
planning
is
tailored
according
to
the
local
market environment as well as its own power (Hellmund, 2012). Flexibility is the key
to
its
success.
As
a
result,
Club
Med
will
aim
at
creating
a
kingdom
to
build
and
complete people

s dreams rather than just a vacation place.
Club
Med

s
resort
development
project
in
Koh
Samui
will
also
depend
on
the
cooperation with powerful local developers, plus the high negotiating power created
by
its
own
brand
advantages,
thus
will
have
an
advantaged
position
in
negotiation
with local government,
purchase the development
properties with lower prices, thus
cut down on the cost (Altinay & Paraskevas, 2008).


charge
is
Club
Med

s
remarkable
tradition.
Club
Med

s
long- lasting

virtue

(Hellmund,
2012).
As
a
matter
of
fact,
packaged
tour
and
multiple
choices
are
not
entirely
contradictory
with
each
other .
Customers
will
be
able
to
enjoy
all
facilities
and
services
in
the
resort
as
long
as
they
complete
the
one-time
payment,
while
personalized
customer
service
mainly
refers
to
tourists


psychological experience.
High end positioning is
supported with
exquisite services and high quality
vacation
products. Club Med uses not too high nor too low end prices in the sales of high-end
service
experience,
for
customers
to
obtain
the
high
quality
of
service
in
holiday
village and experience could make up for the defects caused by the part of the price is
too
high.
Its
differentiation
strategy
is
not
a
price
war,
but
sells
a
different
value
experience (Altinay & Paraskevas, 2008). So as
long as the customer will resort all
projects to try it again later, don't think it is a kind of strong to sell.
Club Med will insist on its unique and outstanding G
.O. System. Therefore Club Med
can
cooperate
with
local
language
schools
and
employment
agencies
to
recruit
and
train
qualified
G
.O..
Enthusiastic
G
.O
is
the
soul
of
Club
Med.
G
.O.
is
short
for
Gentils
Organisateurs
in
French,
which
means
gentle
and
friendly
organizers
(Hellmund,
2012).
In
the
new
resort
in
Koh
Samui,
Club
Med
will
arrange
a
large
number of G
.O. from different countries in the world. Unlike service staff in common
hotels or resorts, G
.O. of Club Med neither wear uniforms nor charge tips. All of them
are
proficient
in
over
two
foreign
languages
and
own
special
skills.
They
can
use
customers

mother tongue to guide their activities or look after their children. These
G
.O
will
be
the
best
soft
power
of
Club
Med
in
Koh
Samui.
Through
their
high
quality
services,
tourists
will
have
high
satisfaction
degree
and
loyalty,
meanwhile
they
will
support
relatively
high
charges
and
usually
with
lower
costs.
Using
an
informal oral culture can know the detailed differences of consumer demands anytime,
discover their potential needs, thus to achieve the constant innovation of the details.

Besides, when entering into local market, Club Med will pay much attention to selling
cultural service staff and tourists in the resort come from
all parts of
the world, the resort in Koh Samui will become a collective place of diverse cultures.
In
order
to
effectively
develop
and
integrate
local
culture
and
other
cultures,
Club
Med can cooperate with local individuals who inherit local traditions, arrange them to
perform; Club Med can also cooperate with local cultural authorities such as museums,
galleries,
theaters,
design
a
series
of
cultural
experience
activities,
so
as
to
let
consumers
experience
the
unique
local
historical
and
cultural
treasure
and
folk
customs.
Besides,
in
such
an
international
environment,
people
can
feel
the
foreign
cultural atmosphere without going to many places (Green, 2005).

Besides,
concrete
implementation
methods
include:
membership
and
relative
high
customer loyalty, record customer information so as to get direct contact with them;
mature marketing network, operate global resorts of Club Med through the internet, in
order to form scale economy; although the new resort will be established in Asia, it
has
strong
western
atmosphere
(Hellmund,
2012).
Compared
with
western
island
resorts, the passport, visa, tour order process will be more convenient, therefore Asian
tourists can reduce their tour budget and feel the international atmosphere at the same
time (Green, 2005).


2.4 Market entry strategy justification
Generally, companies either enter a new market as a independent entity, or they can
choose to cooperate with local enterprises. It varies due to different market targets. In

adm是什么意思-有礼貌的


adm是什么意思-有礼貌的


adm是什么意思-有礼貌的


adm是什么意思-有礼貌的


adm是什么意思-有礼貌的


adm是什么意思-有礼貌的


adm是什么意思-有礼貌的


adm是什么意思-有礼貌的



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