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STRATEGIC AUDIT ON BANYAN TREESubmitted by,Amrut BattwarRahul Muthuselvam
Executive SummaryThis report is to conduct the strategic audit on Banyan Tree Holding Limitedand develop future strategies. Even though hospitality industry has mediumattractiveness, Luxury hospitality has high attractiveness. Banyan Tree hasvery strong foot print in Asia with its Asian origin and its inherited heritageculture and eco-friendly ambience that are strong differentiation amongcompetitors. This analysis is based on the Macro-Micro environments of theindustry, internal environment of the firm. The strategy Banyan Tree mustfollow is growth. They need to focus on Asian customer and develop exoticlocations 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 TreeHoldings- the luxury South-East Asian based hotel chain, through macro-micro environment & industry analyses. Prior to penetrating into the analysisof the appropriate industry- hence that of hospitality and the sector locatedin South-East Asia especially it is important to consider the background ofBanyan Tree Holdings as this will allow one to contextualize the research tobe conducted.Banyan Tree: BackgroundThe symbol and logo of the chain of hotels are symbolic of the namesaketree, which in Asian culture represents shelter provided to weary travelers.This tone of relaxation, recreation and luxury is the manifestation of thecompany ethos, as they aim to: ‘provide naturally-luxurious, ecological,culturally-sensitive experiences.’
Founded in 1994 on the island of Phuket, Thailand, the company has sincebuilt up an impressive portfolio of 37 resorts and hotels, over 68 spas, 81retail galleries and three championship golf courses in 28 countries. It alsodevelops and sells residential properties in six countries.The philosophy of the company is sustainability and placing the needs oftheir clients above all others. Banyan Tree has expanded its business modelto offer three other distinctive types of resort experience, such as AngsanaHotels & Resorts, Cassia and soon to come to Dhawa. The most recognizedof the brands, Banyan Tree is internationally renowned for [creating] alocally infused sanctuary offering a place to rejuvenate the mind, body andsoul in awe-inspiring locations around the globe. Understated luxury,Banyan Tree is an all-villa concept often with pools located in stunningdestinations around the world. In gateway cities, Banyan Tree has developedtropical garden villas and suites creating an urban oasis.Examples includeDoublePool Villas by Banyan Tree in Phuket, Thailand and Banyan Tree RasAk Khaimah Brach in the United Arab Emirates. Currently, Banyan Tree ispursuing a strategy of expansion with four properties in development andseven more in the pipeline.