Executive Summary Banyan Tree offers a unique experience with its hotel and spa experiences in the South East Asian region. Labeling itself as an aspirational brand‚ the company was established by the Ho family in 1992 and has boasted a gross profit of $52.1 million in 2006. Its superior branding‚ excellent corporate social responsibility practices and its careful investment and expansion strategies attribute to its success. As the company goes public it faces the new possibilities‚ offered through
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AB3601 Strategic management | Banyan Tree Resorts & Hotels | Critical Thinking Assignment | | Zhong Yicen | U1110421ASeminar Group 7Instructor: Professor Wan Chew Yoong | I‚ Zhong Yicen‚ declare that this assignment is my own work‚ unless otherwise referenced‚ as defined by the NTU policy on plagiarism. I have read the NTU Honour Code and Pledge. http://www.ntu.edu.sg/home/yclai/ Signed…………Zhong
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Which central issues and challenges are/had Banyan Tree Holdings facing/faced? Marketing Brand communication Originally the Banyan Tree Holding was trying to become known and considered in the market‚ but in the near future they had to stop with it because of the financial situation. The marketing part covered 7% of all revenues from the whole budget. 60% were apportioned for trade and 40% apportioned for consumer promotions. Communication was based on the third side support and authorization‚ word-of-mouth
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Banyan TREE Banyan Tree is founded in 1992 by Ho Kwon Ping.The first Banyan Tree opened in 1994 in Phuket Island.The resorts were designed to blend into the natural environment. Corporate Strategies K. P. Ho thinks that company should consider the physical and human environment when making business decisions Business Strategies Goals : “...one of the top two or three dominant players in a global space which is very niche but nevertheless very global” K. P. Ho said. Scope : Banyan Tree provides
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Brand Communications Reporting Issue: IMC plan for The Banyan Tree Nichapat Fongsmut MBAII Glion Institute of Higher Education M947 Brand Communications Hand-in date 3rd October 2014 Statement of Authorship I certify that this assignment is my own work and contains no material which has been accepted for the award of any degree or diploma in any institute‚ college or university. Moreover‚ to the best of my knowledge and belief‚ it contains no material previously published or written
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Banyan Tree Hotels and Resorts had undoubtedly achieved a distinctive position in the luxury resorts industry. One of the main challenges that lay ahead of the company was how it could retain its competitive advantage to safeguard its market position. Though Banyan Tree enjoyed a prominent status among its competitors when it first started out‚ with time it has been facing increased competition from various contenders offering similar products and services. This paper attempts to focus on some aspects
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functional strategy. • Banyan Tree Holdings Limited is a leading manager and developer of premi um resorts‚ hotels and spas in the Asia Pacific. After a successful IPO in Jun e 2006‚ Banyan Tree Holdings Limited planned to use parts of the IPO proc eeds to finance an ambitious expansion plan. At the core of this business d evelopment plan was an ambitious proposal to open 21 new resorts over f our years which would span non-Asian territories from Greece to Mexico. • Banyan Tree has several business
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Having identified the gap in the hotel and luxury resort industry‚ Banyan Tree Hotels and Resorts (BTHL) positioned itself in the niche upscale category of providing romantic‚ intimate and exclusive holiday experience to its guests. It was coupled with a natural serene setting with tailor made services. BTHL was exceptionally successful in positioning its point of difference in the minds of its customers. As a result of this competent customer segmenting and high levels of customer service‚ BTHL
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Welcome to join Banyan Tree’s world‚ our presentation is going to bring out the success and potential issue of Banyan Tree Holdings Banyan Tree is a leading manager and developer of resorts‚ hotels and spas throughout the Asia Pacific. The first Banyan Tree’s hotel and resort was set up in Phuket in 1994; Up till now‚ Banyan Tree is associated with more than 25 resorts and hotels‚ over 60 spas and 80 galleries‚ as well as 3 golf courses. How did they do that so quickly? Mr. Ho Kwon Ping‚ chairman
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product that could also bridge the price gap in this market’ Building a resort comprising individual villas with locally inspired architectural design and positioned as a romantic and intimate escapade for guests; ‘Sanctuary for the senses’. Banyan Tree Gallery: ‘local culture and heritage and promoting cottage Crafts‚ retail outlet showcasing indigenous crafts‚ works closely with village cooperatives and not-for-profit craft marketing agents. Marketing: high-end travel magazines in key markets
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