1-What are the main factors that contributed to Banyan Tree’s success?The main factors to Banyan’s Tree success was; caring for the social and natural environments, making sure to preserve the land around them. Naming the resort Banyan Tree and positioning it as a sanctuary for the senses. Providing private services to guests. And, conserving the culture around them by selling crafts that were made by people in the communities around them and educating the guests about the nativesFsdfsf;*&ellent &ombination o! <arket Segmentation,Poitioning and Pri&ing, targeted towarda ni&heegment#∗=e+nite >alue Propoition 6 trong pointo!di5eren&e with otherin the indutry#∗>ery e5e&tivemarketing &ommuni&ationtrategy∗%?tar ervi&e o5ering with a tou&h o! lo&al &ultureand pra&ti&e∗)ntrodu&ing new brandto &apture bigger markethare in lu*ury hotel andreort indutryBanyan Tree poitionedthemelveaaromanti&and intimate e&apade !or guetaround the world∗All internal de&orand villawere deigned aroundthe &on&ept to ree&t the &ultural heritage o!thedetination∗Spe&ial pa&kagedeigned, u&h aintimatemoment!or &ouple ∗Su&&eo! the &[email protected]+rt garden pa andgallerie&ontributed heavily in their growth1. One of the main factors that contributed to Banyan Tree's success is their public relations andglobal marketing programs. They allowed Banyan Tree to achieve global exposure and a high level of brand recognition with only minimal advertising. Banyan Tree founders, Ho Kwon Ping and
Claire Chang, worked hard to build a strong brand so they could maintain a sustainable competitive advantage. They were also able to target the niche market that wanted private, intimate accommodations without the expectations of glitzy chain hotels. They spotted a large price difference between the very expensive resorts and the relatively cheap ones, and they realized they could fill that gap. They also built their resorts differently. Banyan Tree is compromised of individual villas that give guest their privacy the have been seeking. They put a lot of work into the physical and emotional environment their resort would provide for guests.2. I personally think it will be difficult for Banyan Tree to maintain it's unique positioning in the future.As I was reading this case I thought multiple times how there are now several resorts built just like this one. I think Banyan Tree can continue to be successful, but other resorts are already trying to push them out of their position. Banyan Tree could just become one of the many when it comes to resorts. 3. I think their brand portfolio of Banyan Tree, Angsana, and Colours of Angsana all fit as a family. Many companies do this strategy. I know in the music industry there are a lot of smallerrecord labels that are owned/part of a large label.