Banyan Tree Marketing of Services Section A | Group 8Q1. Whatare the main factors that contributed to Banyan Tree’s success?The success of Banyan tree can be attributed to various factors which were efficiently carriedout with focused approach of the founder Ho Kwon Ping and his wife Claire Chiang. Thesefactors can be narrowed down to the following:-Target segment:Fulfilled the gap that the existing large hotel chains could not fill interms of price of rooms, privacy to the visitors and customer experience-Positioning:They positioned themselves as a chain of resorts that not only providedthe customers with the best experience but also ensured that the customers live up tothe expectations of the heritage and culture of the destination.-Service Offerings:Resorts were located at places that provided that best scenicviews, employees were given the autonomy to deliver services in a creative manner atthe same time maintaining the brands standards, various holiday and weddingpackages were provided to the customers at the same time provided the flagshipBanyan Tree Spa services to their customers. -Support of Local Communities and its Employees:It made sure that the localcommunity where the resorts are located is taken into consideration. They acquiredlocal handicrafts made by the craftsmen, fresh vegetables for the resorts andundertook various community development projects.-Aggressive Marketing:The advertisements were majorly targeted towards the high-end travel magazines and were visual in nature which showcased the award-winningservices and offerings of the resorts. Q2. Evaluate Banyan Tree’s brand positioning and communications strategies. CanBanyan Tree maintain its unique positioning in an increasingly overcrowded resortsmarket?