MANAGEMENT MARKETING - Syndicate Groups #8Lecture : Dr. Asnan Furinto S.T., MBADate : Wednesday 8 October 2019Member of Groups :1. Donafeby Widyani - 293190572. Muhammad Hermosa Widiadi - 293191193. Muhammad Wildan F - 293190084. Nadia Farahiya Rachmadini - 293190835. Rico Kresno - 29319100 Banyan Tree – Branding the IntangibleCase OverviewBanyan Tree was founded by Ho Kwon Ping and his wife Claire Chiang in 1994.Received its first guest in 1994 in Phuket, Thailand. Since then it has become a leadingplayer in the luxury resorts and spa market in Asia. By early 2009, Banyan Treemanaged and had ownership in 25 resorts and hotels, 65 spas, 65 retail galleries, andtwo golf courses in more than 55 locations in 23 countries. As part of its growth strategy,Banyan Tree had launched new brands and brand extensions that included resorts,spas, retail outlets, and even museum shops. Now, the company had to contemplatehow to manage its brand portfolio and expand its business while preserving thedistinctive identity and strong brand image of Banyan Tree, its flagship brand. A.Case Problem Questions 1.What are the main factors that contributed to Banyan Tree’s success? 2.Evaluate Banyan Tree’s brand positioning and communications strategies.Can Banyan Tree maintain its unique positioning in an increasinglyovercrowded resorts market? 3.Discuss whether the brand portfolio of Banyan Tree, Angsana, Colours ofAngsana, as well as the product portfolio of beach resorts and city hotels,spas, galleries, and museum shops fit as a family. What are your
recommendations to Banyan Tree for managing these brands and products inthe future?4.What effect does the practice of corporate social responsibility have on brandequity?5.What potential problems do you foresee in bringing Banyan Tree to theAmericas, Europe, and the Middle East? How could Banyan Tree addressthose issues?B.Analysis of Case Questions 1.What are the main factors that contributed to Banyan Tree’s success?Segmented, Niche Target Market, & Good PositioningBanyan Tree’s target people who wanted private & Intimated accommodationwithout glitzy hotel chain:a.Unique Service Offering●Designed with concept “a sense of place” to reflect local culture &heritage.●Focus on human touch rather than high tech equipment.b.Has Strong Brand Value●Care for human nature & human environment●Revitalize local community●Preserve environment in the making of resort●Involving guest in environmental conservation2.Evaluate Banyan Tree’s brand positioning and communicationsstrategies. Can Banyan Tree maintain its unique positioning in anincreasingly overcrowded resorts market?Brand positioning is timely and appropriate in today’s hectic andstressful lifestyles ●Banyan Tree was positioned as a sanctuary that offered couples anexclusive romantic and intimate holiday experience.