Essay on Sustainability of a Brand During Rapid Global Expansion
Banyan Tree: Sustainability of a Brand
During Rapid Global Expansion
Prof. Julie H. Yu
The Chinese University of Hong Kong
A project by:
Anna Laura Riemann
Table of Contents
1. Introduction 1 1.1 Company Background 1 1.2 S-T-P Strategy 2 1.2.1 Segmentation 2 1.2.2 Targeting 3 1.2.3 Positioning 3 1.3 Success Factors 4 1.3.1 Strong Brand Recognition 4 1.3.2 Integrated Capabilities 4 1.3.3 Triangular Business Scope 5 1.3.4 Experienced and Multi-disciplinary Management 5
2. Decision Situation 6
3. Proposed Alternatives 7 3.1 Banyan Tree Flagship …show more content…
In the meanwhile, corporate clients and executives will be a second tier of customers.
Comparing to large hotel chains like Four Seasons and Shangri-La, Banyan Tree operates fewer resorts / hotels worldwide. In terms of hotel scale, which can be quantified by the number of rooms, Banyan Tree is considered a medium to small hotel.
Amanresorts as well as the Evason and Soneva brands as part of the Six Senses Hotels & Resorts provide luxurious accommodation to the high-spending up-market