Essay on Sustainability of a Brand During Rapid Global Expansion

6077 Words Mar 28th, 2013 25 Pages
Strategic Marketing Case Analysis

Banyan Tree: Sustainability of a Brand
During Rapid Global Expansion

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Prof. Julie H. Yu
The Chinese University of Hong Kong
February 2011

A project by:

Keevin Wong
Ian Leung
Daniel Lam
Ada Leung
Enoch Ma
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
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In terms of the reasons for travel, the company basically targets those who travel for leisure purpose with additional rejuvenation and expect luxury retreats where they will experience romance, intimacy and rejuvenation.
In the meanwhile, corporate clients and executives will be a second tier of customers.

1.2.3 Positioning
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

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