CLUB MED Kamarina: Business and marketing research project

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MTM IX students have designed a marketing research agenda for tourist companies: here is presented the project on Vacation Resorts by CLUB MED. …

MTM IX students have designed a marketing research agenda for tourist companies: here is presented the project on Vacation Resorts by CLUB MED.
www.mtm.iulm.it

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  • 1. ARIES CRISCIONESTEFANIA RAMPINISTEFANIA TEDESCO
  • 2. SYLLABUS Introduction of the Firm Executive Summary: Problems and Objective Methodology: Customer Satisfaction Survey Statistic Tools Graphs/Charts/Pictures Important Results Conclusions and Suggestions
  • 3. CLUB MED CLUB MEDITERRANEE (common name: CLUB MED)is a French Company of Vacation Resorts in manyparts of the world, usually in exotic locations Founded in 1950 by Gérard Blitz. The first village wasopened in Mallorca The villages ar now divided into 3 different types:1. FAMILY resorts (Kamarina)2. RESORTS for everyone3. RESORTS for adult only
  • 4. CLUB MED KAMARINA 3 ***RESORT A Family All Inclusive Resort with 680 rooms located inRagusa (Sicily)between Etna and the Mediterranean SeaWhat’s included? ACCOMODATION BAR and RESTAURANT SPORTS and ENTERTAINMENT CHILDCARE TRANSPORT PACKAGE
  • 5. Further Details PRICE= 1 week HIGH SEASON 2700 € (2 px notransport)1 week LOW SEASON 1500 € (2 px notransport) TYPES OF ROOMS=1. DELUX: ideal for family, with balcony2. CLUB: in the bungalows, ground-1st floor, with thesea view3. SUITE: at the 2nd/3d floor, shoreline
  • 6. EXECUTIVE SUMMARY PROBLEM: LOW QUALITY because of:• NO FOREIGN LANGUAGES SPOKEN BY THE STAFF• OLD FACILITIES• FEW ACTIVITIES FOR YOUNG and ADULT PEOPLE OBJECTIVE IMPROVE CUSTOMERSATISFACTION
  • 7. CUSTOMER PERCEPTION SURVEY RANDOM Survey: every 5 customers at the end of their stay The questionnaire is divided by departments (ROOMS,RECEPTION, F & B, BEACH, TRANSFERS,ENTERTAINMENT, COMMON AREAS) and uses ODDRATING SCALE: from 1(NOT IMPORTANT AT ALL) to 7(EXTREMELY IMPORTANT) «K. RESORT WILL BE PLEASED TO RECEIVE YOURANSWERS IN ORDER TO PROVIDE YOU A BETTERSERVICE» HOW WOULD YOU EVALUATE THE FOLLOWINGATTRIBUTES OF EACH DEPARTMENT OF OUR RESORT?(Please cross the number you choose)
  • 8. 1) ROOMS: ex. CLEANNESS, ROOM AMENITIES2) RECEPTION: ex. HELPFUL PERSONNEL, EFFICIENCYIN CHECK IN/OUT, EFFICIENCY IN SOLVINGPROBLEMS3) F & B: ATTRIBUTES (ex. FOOD TASTE, VARIETY OFMENU); SERVICE RELATED ATTRIBUTES (ex. SPEED ofservice)4) BEACH: ex. CLEANESS, EQUIPMENT, OTHERSERVICES5) TRANSFERS: ex. ADEGUATE6) Similar survey method for ENTERTAINMENT andCOMMON AREAS SATISFACTION QUESTIONS (I am satisfied with thisresort) GEOGRAPHIC QUESTIONS: ex. AGE, GENDER, LEVELOF EDUCATION
  • 9. SATISFACTION QUESTIONS
  • 10. DEMOGRAPHIC QUESTIONS
  • 11.  Our customers after their vacation We collect information through:- face-to-face- by phone- on-line surveysMotivating is really important to get more satisfactoryinformation Around 60 questionnaires because of the short-time surveyTARGET POPULATIONSIZE OF OUR SAMPLEDATA COLLECTION METHOD
  • 12. APPLICATION OF STATISTIC TOOLS DESCRIPTIVE ANALYSIS GENDERSEGMENTATIONNATIONALITYPOTENTIAL CUSTOMERRETURN REGRESSION CUSTOMERSATISFACTIONbyATTRIBUTES of eachDEPARTMENT
  • 13. DESCRIPTIVE ANALYSIS1)
  • 14. 2)
  • 15. 3)
  • 16. ROOM 4,9RECEPTION 4,6FOOD & BEVERAGE 5,3STAFF F&B 4,3BEACH 4,2TRANSFER 4,8ENTERTAINMENT 3,7COMMON AREA 4,4The average of each attribute
  • 17. REGRESSIONSStatistica della regressioneR multiplo 0,462255108R al quadrato 0,213679785R al quadrato corretto 0,143784655Errore standard 0,958525684Osservazioni 50ANALISI VARIANZAgdl SQ MQ F Significatività FRegressione 4 11,23528308 2,808820771 3,057148389 0,026001518Residuo 45 41,34471692 0,918771487Totale 49 52,58Coefficienti Errore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%Intercetta 2,440255847 1,046631621 2,331532697 0,024262042 0,332231552 4,548280143 0,332231552 4,548280143The efficiency in check-in check-out operation 0,199362099 0,126301114 1,578466671 0,121463054 -0,055021403 0,4537456 -0,055021403 0,4537456The employees are helpful 0,028544061 0,13279452 0,21494909 0,830778202 -0,238917832 0,296005955 -0,238917832 0,296005955The employees are professional 0,174178617 0,136280747 1,27808675 0,207772361 -0,100304897 0,448662131 -0,100304897 0,448662131The efficiency of employees in problem solving 0,266734271 0,129497802 2,059759057 0,045233913 0,005912309 0,527556233 0,005912309 0,527556233RECEPTION DEPARTMENT
  • 18. Statistica della regressioneR multiplo 0,301330869R al quadrato 0,090800293R al quadrato corretto 0,03150466Errore standard 1,019438471Osservazioni 50ANALISI VARIANZAgdl SQ MQ F Significatività FRegressione 3 4,774279 1,591426 1,531315009 0,219027529Residuo 46 47,80572 1,039255Totale 49 52,58CoefficientiErrore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%Intercetta 8,028094851 1,832283 4,381471 6,76543E-05 4,339900155 11,71628955 4,339900155 11,71628955Adequate timetable 0,109885294 0,13894 0,79088 0,433072608 -0,169787333 0,389557921 -0,169787333 0,389557921Helpful staff -0,205763955 0,218154 -0,9432 0,350504488 -0,644885876 0,233357967 -0,644885876 0,233357967Easy to reach the meeting point -0,414094277 0,204478 -2,02513 0,048680358 -0,825687717 -0,002500838 -0,825687717 -0,002500838TRANSFER DEPARTMENT
  • 19. Statistica della regressioneR multiplo 0,350319R al quadrato 0,122724R al quadrato corretto 0,06551Errore standard 1,001382Osservazioni 50ANALISI VARIANZAgdl SQ MQ F Significatività FRegressione 3 6,452809592 2,150937 2,145005571 0,107448919Residuo 46 46,12719041 1,002765Totale 49 52,58Coefficienti Errore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%Intercetta 2,348588 1,532207834 1,532813 0,132171326 -0,735585986 5,432762729 -0,735585986 5,432762729CLEANESS 0,301641 0,134496663 2,242741 0,02977436 0,030913459 0,572368934 0,030913459 0,572368934ROOM AMENITIES 0,20673 0,212861555 0,971192 0,336531804 -0,221738572 0,635197589 -0,221738572 0,635197589BATH AMENITIES 0,082102 0,190802344 0,430297 0,668989295 -0,301963606 0,466166777 -0,301963606 0,466166777HOUSEKEEPING DEPARTMENT
  • 20. Statistica della regressioneR multiplo 0,489375483R al quadrato 0,239488363R al quadrato corretto 0,13337046Errore standard 0,964337366Osservazioni 50ANALISI VARIANZAgdl SQ MQ F Significatività FRegressione 6 12,59229814 2,098716 2,256813949 0,055625791Residuo 43 39,98770186 0,929947Totale 49 52,58Coefficienti Errore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%Intercetta 5,282366217 1,752824662 3,013631 0,004315893 1,74745844 8,817273993 1,74745844 8,817273993Variety of menu items -0,292092695 0,177567226 -1,64497 0,107267962 -0,65019113 0,066005739 -0,65019113 0,066005739Kidness of staff 0,279097431 0,163072077 1,711497 0,094194535 -0,049768752 0,607963613 -0,049768752 0,607963613Food presentation -0,187734999 0,167034178 -1,12393 0,267277564 -0,524591518 0,14912152 -0,524591518 0,14912152Food temperature 0,007143291 0,180884763 0,039491 0,968681845 -0,357645595 0,371932176 -0,357645595 0,371932176Speed of service -0,162814878 0,150940029 -1,07867 0,286747538 -0,467214454 0,141584698 -0,467214454 0,141584698Preparation of our staff 0,321327529 0,136875827 2,347584 0,023567438 0,04529112 0,597363939 0,04529112 0,597363939FOOD & BEVERAGE DEPARTMENT
  • 21. Statistica della regressioneR multiplo 0,43159777R al quadrato 0,186276635R al quadrato corretto 0,07273384Errore standard 0,997503564Osservazioni 50ANALISI VARIANZAgdl SQ MQ F Significatività FRegressione 6 9,794425 1,632404249 1,640585256 0,15932475Residuo 43 42,78557 0,995013361Totale 49 52,58CoefficientiErrore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%Intercetta 4,368713816 1,479681 2,952469256 0,005090663 1,384651935 7,352775696 1,384651935 7,352775696Resort Atmosphere -0,005811514 0,180641 -0,0321717 0,974483995 -0,370107927 0,358484899 -0,370107927 0,358484899Cleanness of common area 0,019427811 0,148628 0,130714344 0,896610916 -0,280309099 0,31916472 -0,280309099 0,31916472Interior design and decor 0,591218935 0,19774 2,989886974 0,004602521 0,192439112 0,989998759 0,192439112 0,989998759Lighting -0,117568273 0,21847 -0,538144331 0,59325219 -0,558154565 0,32301802 -0,558154565 0,32301802Music 0,11633274 0,137665 0,84504317 0,402764284 -0,161294883 0,393960363 -0,161294883 0,393960363Professionality of staff -0,379981778 0,187953 -2,021680028 0,049460713 -0,759026072 -0,000937485 -0,759026072 -0,000937485COMMON AREA
  • 22. CONCLUSIONS and SUGGESTIONSLow quality in each departmentThe resort should improve in terms of: Cleanness of rooms INVEST MORE Interior design and decor RENOVATION Lack of staff’s professionality TRAINING andMOTIVATIONPROGRAM Low offer of entertainmentactivitiesORGANIZEINVOLVING andATRACTIVEACTIVITY