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Synopsis Banyan Tree Hotels and Resorts had become a leading player in the luxury resorts and spa Market in Asia. 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 contemplate how to manage its brand portfolio and expand its business while preserving the distinctive identity and strong brand image of Banyan Tree, its flagship brand. Study Questions 1.What are the main factors that contributed to Banyan Tree’ssuccess? 2.Tree maintain its unique positioning in an increasingly overcrowded resorts market? 3.Discuss whether the brand portfolio of Banyan Tree, Angsana, Colours of Angsana, 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 in future? 4.What effect does the practice of corporate social responsibility have on brand equity? 6.Europe and the Middle East. How could Banyan Tree address those issues? Discussion of Case Questions 1. What are the main factors that contributed to Banyan Tree’s success?Banyan Tree’s success might be attributed to an overall well designed and executed external and internal marketing program, and in particular: • Choice of target segment • Positioning and branding strategy• Product/service design and delivery • Aggressive internal marketing • Winning the support of local communities and public interest groups • Pioneer status: first mover advantage • Pro-environmental business practices Choice of target segment • The large price gap in the luxury resorts market mean that middle upper class consumers must either stretch to pay for ultra-luxurious resorts such as Aman, or settle for resorts, though luxurious, are catered to the masses. • Ho recognized the business opportunity presented by the gap in the resorts market: there was room for something pricier and more exclusive that would better cater to these middle upper class consumers, who had better spending power than had the average consumer in the mass market, and would be able to afford and willing to pay for a more exclusive premium service offering. • Moreover, as a result of today’s generally more hectic and stressful lifestyles, many well-to-do couples would appreciate Banyan Tree’s value proposition of a memorable, romantic holiday experience that would both provide relaxation and create quality time for them to spend quiet moments together.
Product/service design and delivery • The luxurious villas and distinctive native settings provided an excellent backdrop for guests to create memorable holiday experiences. • Service employees were warm, sincere, and respectful; knew guests by their names; andremembered their preferences. Such personalized service delivery warmed guests, and helped them feel comfortable and relaxed, contributing to the entire customer experience. This was further enhanced by the feel-