MKTG8013 - MARKETING

MANAGEMENT IN DIGITAL AREA

Case
Study:
The
Banyan
Tree Group Members:

Cilla Aninda

Stephanie

Jonathan Tonbeng
Chain resorts, spa, residences, destination club
memberships, retail outlets, and museum shops.

Built and opened in 1994 in Phuket.

Founded by Ho Kwon Ping and Claire Chiang.
In 2000, the company introduced Angsana Resorts and
Spa as medium size luxury resort chain.
400 International considerations awarded.

The Banyan Tree helped some kind of the local

artisans, local craftmens, local traders, and
local community.

Meaning of "THE BANYAN TREE": Strong

and graceful image.

EXECUTIVE
SUMMARY
 Now... UAE
Thailand

Seychelles

Mexico
Maldives

Korea
Indonesia

China
40 Location spread in 20
Bahrain
countries:

15 resorts

35 spas

38 retail shop
 MARKET
SEGMENTATION

Target market:
People with 30-40 ages
(especially couples).
Rich class.
Luxury.

Geographical reach:
Asia.
Europe.
United States.
HOW IMPORTANT IS HOW IMPORTANT IS
THE BRAND NAME FOR THE BRAND TO BE
CUSTOMERS CONSIDERED AS
LOCAL VS. GLOBAL
Create a strong brand
Generate the message
name.
clearly.
Target to people with
Confirms credibility.
30-40 ages (especially
Connect the exact
couple).
targets.
Motivate the
customers. Positioning
Customer loyalty.
Opportunity 

Strengthness: Weaknesses:
Great accommodations that emphasized romantic, No weaknesses.
privacy, and rejuvenation concept.
Support an international business.
Capabilities grew.
Built from scratch within two years compared to other
brand.
Implementation of strategy were implemented
immediately.

Threatening

Strengthness: Weaknesses:
Huge gap prices. Language barrier because English is not
Create disparities between local and foreigners. every guests language.
Setting up its own spa training school,
especially in Phuket.

SWOT ANALYSIS
 MICHAEL PORTER'S
5 FORCES

Threat of new entrants: Threat of subtitute services:

Strong capital investments. The brand has aspects into travel, leisure
The second midrange brand, which is and lifestyle.
"Angsana Resorts and Spa".

Bargaining power of suppliers:

Bargaining power of buyers:
Human resources: Difficult to find local
Individual: The most 85% guests are
staff that has expertise in spa treatments
couples.
with proficiency English.
Corporate: To reach market strategy it
offered team-biulding training programs.
Families.
The wholesaler network
 MARKETING MIX
Services Prices Promotion Places

Core value: Best place to The Banyan Tree Resort Message: "A resort is not a 60% travel agencies
stay. Rooms: $250 - $500 per hotel, it's an experience". 40$ from direct
Actual value: Luxury night customers
equipments, beautiful Pavillon: $400 - $4000 per Marketing plan 10% corporate clients
views, and large areas. night Budget: 7% of total revenue. 6% families
Augmented product: Customized treatment Marketing expenditure: 60%
High performance of program in spa: $33 - $289 for trading and 40% for Intermediaries -
services and romantic per person  consumers selected
atmosphere. Honeymoon package: distributions.
Services $2500 per 4 night/person Tools: Website and Modern channel.
Team-buildings Angsana Resort and Spa: prominent travel Coverage.
training. $200 - $500 per room/night magazines.
Rooms for rent.
Team organizing. With accomodation Marketing strategies
Spa. Tea making facilities. Focusing on
Travel tours. Internet access. communication: Staff
Brand strategies In-villa safe. local and training for
Line extension: Build Open air sunken bath. staffs.
more resorts. Mini bar. > Satisfy experience
New brand: Angsana Television. and customers'
Resort and Spa. etc. feeling.
WHAT WENT WRONG AND
WHAT CAN BE IMPROVED?
In summary, the Banyan Tree is doing a good job
in creating a great brand and in its operational
system. All seems very well, but if we look deeply
into Banyan Tree Holdings, some problem might
be arise in the future.Some of them are:

1. Banyan Tree might have higher cost for

operational and labor.

2. Different country might have different market

strategies that can be applied.

3. Losing some of the brand image also can be

happening, since The Banyan Tree is located in
different scenery or landscape.

4. Distinctively Asian vs Global brand. The Banyan

Tree might have some problem in terms of being
a distinctively asian or creating an image as
global brand.

5. Another challenge was the intense competition

in the luxurious resort market. There are many
luxurious resort offering similar concept of
combining Nature with Spa and wellness, but for
some places for example in Maldives there are
many resorts that offer exclusiveness to the
beaches, so what The Banyan Tree provided
might not be as attractive as before, and this
could be result in losing revenue. WHAT WENT WRONG
 WHAT CAN BE
IMPROVED

THE BANYAN TREE SHOULD PAY MORE ATTENTION TO THE

COUNTRY'S CULTURE OR TRAVELER GOALS
For example: If The Banyan Tree open in Maldives, they should give more private
beach experience.

The Banyan Tree Resort Other Resort in Maldives

CONDISER BY CHOOSING A STRENGTHEN THEIR BRAND

LOCATION WITH THE SAME Through unique selling point.
SCENERY OR LANDSCAPE TO
STRENGTHEN THE BRAND
IMAGE.
STUDY QUESTIONS
The Main Factors that
Contributed to Banyan
Tree Success

The owners disagreed with a low cost

strategy.
Innovative niche mark.
Resort services.

The exclusivity and utterly privacy for the

guests.
 Evaluation
of Brand Positioning
and
Communications

The Banyan Tree

has been
promoted as a
resort with a
romantic "smallish"
hotel experience.

International Advertising Agency

What Can BTHR Deliver That
Competitors Cannot Do As
Well?
 "EXCLUSIVITY AND
UTMOST PRIVACY"

Evaluation of Brand
Positioning
Corporate Social
Responsibility
Brand Equity
ACTIVE IN PRESERVING
THE NATURAL AND
HUMAN ENVIRONMENT

REVITALIZING HUMAN
COMMUNITIES
Potential DIFFERENCES IN WORK ETHICS
Problem: Workers in Latin America may
Problems of be reluctant to work far away from their
Moving to the homes and stay on the worksite.

Americas,
Solution?
Europe, and Make coupouns for family time out.
Middle East Support holidays for local staffs and
their families too.
Higher wage due to working on
holiday.

BARRIERS TO ENTER
COUNTRIES WITH NATURAL
PROTECTED AREAS
Problem: Overcoming extensive
environmental protection acts in
countries which the government and
residents are determined to maintain.

Solution?
Compensantory eco-friendly practices.
THANK YOU
REFERENCES
https://www.thecasesolutions.com/the-banyan-tree-branding-the-intangible-24020
https://www.studymode.com/essays/Banyan-Tree-Branding-The- Intangible-308184.html
https://www.banyantreeglobalfoundation.com/wp-content/uploads/2015/06/Case_Study-
_Banyan_Tree_Gallery.pdf
https://files.transtutors.com/cdn/uploadassignments/2769668_2_banyan-tree-case-study.pdf
http://investor.banyantree.com/PDF/Annual_Reports/2013/BTH_AR2013.pdf
https://www.academia.edu/24184618/Banyan_Tree_Holdings_An_In-depth_Analysis
https://bizfaculty.nus.edu.sg/media_rp/publications/PEXIA1460594552.pdf
https://de.scribd.com/doc/98730460/Banyan-Tree
https://www.banyantreeglobalfoundation.com/wp-content/uploads/2015/06/Case_Study-
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