International Marketing
Banyan Tree Hotel and Resorts
John Kaendera
MBA6400 International Marketing
Professor Paul Herbig
7-10-2010
Introduction Banyan Tree Hotel and Resorts Banyan Tree Hotels and Resorts had become a leading player in the luxury resorts and spa market in Asia. As part of its growth strategy, Banyan Tree had launched new brands and brand extensions that included resorts, spas, retail outlets, and even museum shops. The company had to contemplate how to manage its brand portfolio and expand its business while preserving the distinctive identity and strong brand image of Banyan Tree, its flagship brand.
In this case study we will answer the following questions: 1. How would you describe the appropriate target market(s) for Banyan Tree? How wide is its geographical reach-local, regional, global?
The target market for Banyan tree is the high end market. These are couples that are well off and are able to pay $2,500 for four nights. The target audience is couples that are interested in romance and appreciate the finer things in life. Moreover, these are people that want excellent service but not at a very high prices. Those that are looking at a place to relax are the persons that come to the Banyan Tree.
In general the target segment was those in their 30s and 40s that wanted luxury accommodation that stressed romance, intimacy, privacy and rejuvenation. It targeted those that sought private individual villas that had love-nests for couples. Some other target audiences are corporate clients. The companies could hold their corporate meetings, retreat or special conferences at the Banyan Tree. The target audiences were high spending companies like financial companies, information technology companies and aerospace industries. Banyan Tree also targeted companies that wanted to conduct off site training programs including team-building programs.
The reach of Banyan Tree is global. The season is that its sales offices are located in
John Kaendera
MBA6400 International Marketing
Professor Paul Herbig
7-10-2010
Introduction Banyan Tree Hotel and Resorts Banyan Tree Hotels and Resorts had become a leading player in the luxury resorts and spa market in Asia. As part of its growth strategy, Banyan Tree had launched new brands and brand extensions that included resorts, spas, retail outlets, and even museum shops. The company had to contemplate how to manage its brand portfolio and expand its business while preserving the distinctive identity and strong brand image of Banyan Tree, its flagship brand.
In this case study we will answer the following questions: 1. How would you describe the appropriate target market(s) for Banyan Tree? How wide is its geographical reach-local, regional, global?
The target market for Banyan tree is the high end market. These are couples that are well off and are able to pay $2,500 for four nights. The target audience is couples that are interested in romance and appreciate the finer things in life. Moreover, these are people that want excellent service but not at a very high prices. Those that are looking at a place to relax are the persons that come to the Banyan Tree.
In general the target segment was those in their 30s and 40s that wanted luxury accommodation that stressed romance, intimacy, privacy and rejuvenation. It targeted those that sought private individual villas that had love-nests for couples. Some other target audiences are corporate clients. The companies could hold their corporate meetings, retreat or special conferences at the Banyan Tree. The target audiences were high spending companies like financial companies, information technology companies and aerospace industries. Banyan Tree also targeted companies that wanted to conduct off site training programs including team-building programs.
The reach of Banyan Tree is global. The season is that its sales offices are located in