Answers.docx - 1 What are the main factors that contributed to Banyan Tree\u2019s success The main factors to Banyan\u2019s Tree success was caring for the

Answers.docx - 1 What are the main factors that contributed...

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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 natives Fsdfsf ;*&ellent &ombination o! <arket Segmentation,Po itioning and Pri&ing, targeted toward a ni&he egment# =e+nite >alue Propo ition 6 trong point o!di5eren&e with other in the indu try# >ery e5e&tive marketing &ommuni&ation trategy %? tar ervi&e o5ering with a tou&h o! lo&al &ultureand pra&ti&e )ntrodu&ing new brand to &apture bigger market hare in lu*ury hotel and re ort indu try Banyan Tree po itioned them elve a a romanti&and intimate e &apade !or gue t around the   world All internal de&or and villa were de igned aroundthe &on&ept to re e&t the &ultural heritage o! thede tination Spe&ial pa&kage de igned, u&h a intimatemoment !or &ouple    Su&&e o! the &[email protected] +r t garden pa andgallerie &ontributed heavily in their growth  1. One of the main factors that contributed to Banyan Tree's success is their public relations and global 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 smaller record labels that are owned/part of a large label.

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