1. Banyan Tree Hotels & Resorts
Clinton, Madjid, Keaton, Spencer, Allan

2. Company Overview

3. Banyan Tree Hotels Question 1
How would you describe the appropriate target market for Banyan Tree? How wide is its geographical reach – local, regional, global?

4. Banyan Tree Hotels
Target Market: Large sized income families in their 30’s to 40’s
Target Segment: Couples looking for romantic weekend vacation
How far would you think their initial reach would be?
Banyan Vision: Evolve into a global niche player

5. Banyan Tree Hotels Question 2
In these markets, who are the main competitors? What are the competitive advantages of Banyan Tree? Disadvantages?
Main Competitors
Banyan Tree Phuket
Banyan Tree Maldives
Banyan Tree Bintan
Amanpuri
Sonevafushi
Mayang Sari
Sheraton
Four Seasons
Bintan Lagoon
Ritz Carlton
Hilton Maldives
Nirwana Resort

6. Banyan Tree Hotels
Portrays a very significant price characteristic compared to other luxury resorts
Experience respect for local culture and preferences in the area, with high quality services
Improvements for language barriers

7. Banyan Tree Hotels Question 3
How important is the brand name to the target customers? How important is it for the brand to be considered local versus global?

8. Banyan Tree Hotels Importance of the BTHR brand to the target market
Experiential brand, Unique services
Risk avoidance, Customer trust
Local culture and location selection

9. Banyan Tree Hotels Question 4
What alternative kinds of promotions are most likely to build brand equity further? How can product/service extensions do the same? What are the pros and cons of each? How would you evaluate the choice to launch a second brand – a good idea or not?

10. Banyan Tree Hotels Building brand awareness
Increase their brand credibility
Enhance their brand image
Product/service extension
Launch of a second brand

11. Banyan Tree Hotels Question 5
How would you evaluate the probability of success in building the brand equity of Banyan Tree further? Are there any threats that could derail the effort? What would your recommendations be for the next steps in building the brand effort?

12. Banyan Tree Hotels
Dependent on successful reviews, expansion, and exploitation
Threats are increased competition and availability of new locations
Increase marketing efforts

13. Conclusive Thoughts
Bayans growth and success will heavily be based on three strategic efforts: The segmentation of their two brands, The development of new unique experience orientated locations (culturally and demographically), and marketing efforts that center around successful reviews of jouranlists and guest, and awareness through high class print and media sources.

14. Banyan Tree Hotels
Questions? Thank-you for listening