e resort previously), but had trouble attracting new clients (Levine, 136).
As its fortieth anniversary approached, Club Med found itself facing intense competition from European operators in its Mediterranean resorts, and from cruise ships and package tours in its American based operations (Toy et al, 62). Faced with this competition, Club Med set out to change its marketing mix, expand its product offerings, and target additional market segments.
One of the first changes it implemented was to add sit down restaurants at its villages. These restaurants marked a departure from the buffet style offered previously, and expanded the options from which guests could choose. Couples and families prefer the privacy and service provided by the new specialty restaurants, while some singles continue to enjoy the buffet offerings. Safes have been added, and the doors at the resorts now have locks on the inside. Televisions and telephones (the lack of which was once a marketing advantage) have been added to many rooms, and the entertainment
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