Sec A_Group 8_Case5_Banyan Tree.docx - Banyan Tree Marketing of Services Section A | Group 8 Q1 What are the main factors that contributed to Banyan

Sec A_Group 8_Case5_Banyan Tree.docx - Banyan Tree...

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Banyan Tree Marketing of Services Section A | Group 8 Q1. What are the main factors that contributed to Banyan Tree’s success? The success of Banyan tree can be attributed to various factors which were efficiently carried out with focused approach of the founder Ho Kwon Ping and his wife Claire Chiang. These factors can be narrowed down to the following: - Target segment: Fulfilled the gap that the existing large hotel chains could not fill in terms of price of rooms, privacy to the visitors and customer experience - Positioning: They positioned themselves as a chain of resorts that not only provided the customers with the best experience but also ensured that the customers live up to the expectations of the heritage and culture of the destination. - Service Offerings: Resorts were located at places that provided that best scenic views, employees were given the autonomy to deliver services in a creative manner at the same time maintaining the brands standards, various holiday and wedding packages were provided to the customers at the same time provided the flagship Banyan Tree Spa services to their customers. - Support of Local Communities and its Employees: It made sure that the local community where the resorts are located is taken into consideration. They acquired local handicrafts made by the craftsmen, fresh vegetables for the resorts and undertook 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-winning services and offerings of the resorts. Q2. Evaluate Banyan Tree’s brand positioning and communications strategies. Can Banyan Tree maintain its unique positioning in an increasingly overcrowded resorts market?
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