STRATEGIC AUDIT ON BANYAN TREE.docx - STRATEGIC AUDIT ON...

STRATEGIC AUDIT ON BANYAN TREE
Submitted by,
Amrut Battwar
Rahul Muthuselvam

Executive Summary
This report is to conduct the strategic audit on Banyan Tree Holding Limited
and develop future strategies. Even though hospitality industry has medium
attractiveness, Luxury hospitality has high attractiveness. Banyan Tree has
very strong foot print in Asia with its Asian origin and its inherited heritage
culture and eco-friendly ambience that are strong differentiation among
competitors. This analysis is based on the Macro-Micro environments of the
industry, internal environment of the firm. The strategy Banyan Tree must
follow is growth. They need to focus on Asian customer and develop exotic
locations for them in Americas and Africa.
Introduction of Banyan tree Holdings.
The goal of this report is to provide an in-depth study of Banyan Tree
Holdings- the luxury South-East Asian based hotel chain, through macro-
micro environment & industry analyses. Prior to penetrating into the analysis
of the appropriate industry- hence that of hospitality and the sector located
in South-East Asia especially it is important to consider the background of
Banyan Tree Holdings as this will allow one to contextualize the research to
be conducted.
Banyan Tree: Background
The symbol and logo of the chain of hotels are symbolic of the namesake
tree, which in Asian culture represents shelter provided to weary travelers.
This tone of relaxation, recreation and luxury is the manifestation of the
company ethos, as they aim to: ‘provide naturally-luxurious, ecological,
culturally-sensitive experiences.’

Founded in 1994 on the island of Phuket, Thailand, the company has since
built up an impressive portfolio of 37 resorts and hotels, over 68 spas, 81
retail galleries and three championship golf courses in 28 countries. It also
develops and sells residential properties in six countries.
The philosophy of the company is sustainability and placing the needs of
their clients above all others. Banyan Tree has expanded its business model
to offer three other distinctive types of resort experience, such as Angsana
Hotels & Resorts, Cassia and soon to come to Dhawa. The most recognized
of the brands, Banyan Tree is internationally renowned for [creating] a
locally infused sanctuary offering a place to rejuvenate the mind, body and
soul in awe-inspiring locations around the globe. Understated luxury,
Banyan Tree is an all-villa concept often with pools located in stunning
destinations around the world. In gateway cities, Banyan Tree has developed
tropical garden villas and suites creating an urban oasis.Examples include
DoublePool Villas by Banyan Tree in Phuket, Thailand and Banyan Tree Ras
Ak Khaimah Brach in the United Arab Emirates. Currently, Banyan Tree is
pursuing a strategy of expansion with four properties in development and
seven more in the pipeline.