06 国贸 01 班第十组

TOPIC:Banyan Tree Hotels & Resorts: Building an

International Brand from an Asian Base

组员 : 李慧敏 3206004346 梁丽霞 3206004347 黄苑芬 3206004345

梁伟嫦 3206004348

Banyan Tree Hotels & Resorts: Building an International Brand from an Asian Base

About Banyan Tree Hotels & Resorts

• Banyan Tree Hotels and Resorts is a leading upscale resort owner, developer and operator in the Asia Pacific with a number of highly acclaimed and multiple award-winning resorts and spas , branded in Banyan Tree, Angsana and Colors of Angsana, throughout the region. To date, the Banyan Tree Group manages and/or has ownership interests in 22 resorts and hotels, 62 spas and 66 retail galleries and 2 golf courses.

• Banyan Tree has developed from a single resort to an international resort operator and one of Asia’s top 20 brands in ten years. How did it manage this?.

Now, let’s have a trip to explore the reasons behind

Target market

• According to Banyan Tree’s brand concept and its main target consumer groups, we can draw a conclusion that the appropriate target market of consumer for Banyan Tree is a gather of individual leisure travelers, honeymoon couples and the tours from Europe, the United States or Asia.

• On the other hand, the cities well-known as holy land tourisms where own excellent natural natures more than commercial attributes becomes the geographical target markets of Banyan Tree.

Geographical scope• Its geographical

reach is regional. To tell in detail, its hotels reach Asia-Pacific region. But its brand is a global one, for it has other servicing programs, for instance, spa centers and golf, are global.

Competitive advantages :

• 1.Banyan Tree has its own special brand style. Its hotels are of an Asian style design and vary according to the located country’s cultural elements. It means that it combines the enterprise’s culture spirit and that of the countries’ into a harmony and romantic one.

• 2.Brand positioning: Banyan Tree identifies the brand as a luxury one, enabling it to avoid being confronted by the high entry barriers of the muture markets occupied by the 3 stars and 4 stars hotels.

• 3. Social responsibility: Banyan Tree presents its high social responsibility during all the construction program: try the best to lessen potential harm to environment and carry out environmental protecting projects around their hotels. This at the same time improves Banyan Tree’s brand grade as well as its social public impression.

4. Compared with its competitors, Banyan Tree believes that a strong brand is imperative for its survival rather than a reward for being successful. Hence a strong brand is a reason for success instead of a coincidence. It is this important concept that leads Banyan Tree to success. 

above by: 李慧敏 3206004346

• The above-mentioned are some points concluded as the reasons for Banyan Tree’s success.

• Then we will turn to make some reflections of companies’ brand strategy, mostly to which Banyan Tree’s success attributes.

• Brand name

influences customers’ choice. It can help customers to build up confidence in purchase. SO brand name acted important part in customers’ heart.

The importance of the brand name to the target customers

• On the one hand ， good brand name redound customers to choose their fond in similar products .

• On the other hand, brand name can call customers’ attention and excite appetite of buy.

The importance for the brand to be considered global

• First ， global brand is one of the best way for enterprises to promote their own ． They have their larger consumer groups, which can enhance the competitive strength.

• Second ， global brand is also relatively easy to attract consumers and for consumers more confidence to buy .It also can result in brand effect, the rapid expansion of the scale.

• Third ， global brand have more strong vitality than local brand. For example ， global brand easy to acclimatize itself to face financial crises.

• -----by 梁丽霞•

3206004347

Threats: He who risks nothing

gains nothing. • There also have some threats.• During the process of an Asia

brand developed into a global business, the greatest challenge is the scale of the firm. Although Banyan Tree was a listed company, the decentralization of organization and decision making power, etc, are the greatest risks that the relatively small regional company faced.

• How to keep the company structure, brand recognition, and the unity of service standard with large-scale expansion, are the biggest challenge Banyan Tree confronted with.

Here are some suggestions for Banyan Tree

• ①Preserve the firm’s corporate social responsibility policies. Minimize any potential environmental hazards in the process of hotel construction.

• ②Maintain the value of brand

• Banyan Tree believe having a strong brand is imperative for their survival. In order to seek better develop, it’s useful to have a strong brand.. So I think they will achieve great success in building the brand equity further.

•

• ---by 黄苑芬 3206004345

Alternative kinds of promotions that most likely to build brand equity

further• Banyan Tree Resort's brand

positioning is to create a romantic, warm and leisure travel, as well as the feeling of an exclusive private atmosphere.

• To provide discount is the most direct and effective method to build brand equity further ,for instance, free of charge for Children under 10 years old to stay, Free honeymoon couples to provide romantic candlelight dinner, or discount for foreign tour groups.

Relative product/service extensions

• Another way which can do the same is the extensions of services. If the hotel can combine with the local culture and the landscape features, providing more tourist-related services to meet the needs of the customer, it also can strengthen the brand equity further .

The pros and cons of each• 1 、 Indeed, discounts

can directly attract more customers and raise turnover to open the well-known . But it is not a permanent solution, and the enterprise may be involved in a vicious price competition.

• 2 、 Diversified services can meet the market demand better , improve competitiveness and enhance the brand influence. But there are also risks of dispersion , which may affect the company’s structure, brand recognition, and the uniformity of service standards.

How to evaluate the choice to launch a second brand -- a good idea or not?

• This strategy can spread the risk of brand, bring the new brand of exciting for customers and stimulate their desire to check in, moreover, to meet the needs of customers better. So I think it is a good idea to launch a second brand for Banyan Tree .

• -----by 梁伟嫦 3206004348

• This is the end of our homework. Thank you for your teaching ~~~