Banyan Tree Hotels and ResortsSarvesh Bhagat (15HS61008)Ashish Pathak (15HS61013)Gaurav Das (15HS610)Gaurav Sehra (15HS610)Akash Bhatiya (15HS61023)Indian Institute of Technology, KharagpurKharagpur, West Bengal, 721302.
Company BackgroundMore details can be found at Banyan TreeBy mid 2004Within 10 years since its inceptionFor 3 consecutive years from Business Traveller since 2002
Main factors that contributed to Banyan Tree’s success
Choosing the correct market segment :•Pioneered the segment - Targeted a segment that was captured by none other•First mover advantageProduct-Market Expansion GridInclusion:•Local communities•Use of indigenous material •Use of traditional art and handcraft supplied by local tradersMarket Development Strategy
Exclusivity :•Focused on couples seeking romantic destinations.•Special packages for couples including services of spa and massages.Delivering the value :•Delighting customers by providing services from the basic