Clinton, Madjid, Keaton, Spencer, Allan

BANYAN TREE HOTELS & RESORTS

Company Overview

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?

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

Banyan Tree Hotels Question 2• In these markets, who are the main competitors? What

are the competitive advantages of Banyan Tree? Disadvantages?

Main CompetitorsBanyan Tree Phuket

Banyan Tree Maldives

Banyan Tree Bintan

Amanpuri Sonevafushi Mayang SariSheraton Four Seasons Bintan LagoonRitz Carlton Hilton Maldives Nirwana Resort

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

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?

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

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?

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

Banyan Tree HotelsQuestion 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?

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

Conclusive Thoughts

Banyan Tree Hotels • Questions? Thank-you for listening