Banyan Tree Case study
21
Present By NEU - ISBM Sarun , Saksit , Nukul , Chamnarn and Kittikul Saturday, April 10, 2010
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My homework from my doctoral degree
Transcript of Banyan Tree Case study
Present By NEU - ISBMSarun , Saksit , Nukul , Chamnarn and Kittikul
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Saturday, April 10, 2010
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Beyond a single resort in Thailand, to 52 other locations in 22 other countries today
Saturday, April 10, 2010
Q-- What are the main factors that contributed to Banyan Tree’s success?
Saturday, April 10, 2010
• Founder• Branding• Marketing
Key Factors Behind “SUCCESS”
Saturday, April 10, 2010
FOUNDER
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Mr. HO Kwon Ping
Believe Vision Research Decision
Saturday, April 10, 2010
BRANDING Product Design
Level of Product
Saturday, April 10, 2010
BRANDING Product Design
Saturday, April 10, 2010
BRANDING C S R
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Resorts in developing areas have the potential to be agents of social and economic development.
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1. Sustaining Village Development 2. Conserving Natural & Cultural Resources
Saturday, April 10, 2010
BRANDING C S R
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Supporting Local Business and Create own identity product.
3. Showcasing Ethnic Crafts & Culture 4. Educating & Motivating StakeholdersSaturday, April 10, 2010
BRANDING The StaffAggressive Internal Marketing bring an excellence result by sense of ownership strategy.
Saturday, April 10, 2010
MARKETING niche strategy
managed by international advertising agency
Promoted as “Banyan Tree Experience - Romance and intimate”
Focused on hi - end channel Media
Global Marketing Programs: GDS SYSTEM “BY”
Brand awareness created through Influence Third Party PR
Brand Extension Strategy : 2000 - Angsana / 2003 - Colors of Angsana
Saturday, April 10, 2010
POSITIONING
Expensive
Less expensive
Sporty Romantic
COLORS of
Saturday, April 10, 2010
Q--Evaluate Banyan Tree’s brand positioning and communications strategies. Can Banyan Tree maintain its unique positioning in an increasingly overcrowded resorts market ?
Saturday, April 10, 2010
S-W-O-T Strength
• Lot of Product line
• Founder
• Branding / Brand Image
• Global Distribution System
• Good Ads Agency
Saturday, April 10, 2010
S-W-O-T Weakness
• Slow Management
• Costing Control
• Easy to imitate
• Variability of standard
Saturday, April 10, 2010
S-W-O-T Opportunity
• Market Growth
• Trend of Eco & Healthcare
• Economic Crisis
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Saturday, April 10, 2010
S-W-O-T Threat
• Several of Culture
• High Cost in Europe & US
• Natural Disaster
• Political Situation
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Saturday, April 10, 2010
Q--Discuss whether the brand portfolio of Banyan Tree, Angsana, and Colours of Angsana, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and museum shops fit as a family. What are your recommendations to Banyan Tree for managing these brands and products in future?
Saturday, April 10, 2010
Expensive
Less expensive
Sporty Romantic
COLORS of
Banyan Tree - targeted the higher end of the luxury resorts market
Angsana - more mainstream and contemporary, targeting the wider market
Colours of Angsana - boutique hotels focus on oft adventure tourism segment
Saturday, April 10, 2010
Q--What effect does the practice of corporate social responsibility on brand equity?
Saturday, April 10, 2010
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Saturday, April 10, 2010
