Banyan Tree Case Study

Executive Summary banyan tree Tree offers a unique friendship with its hotel and spa experiences in the South East Asian region. Labeling itself as an aspirational home run, the lodge was established by the Ho family in 1992 and has boasted a gross profit of $52.1 million in 2006. Its superior branding, first-class corporate social responsibility practices and its careful investment and expanding upon strategies attribute to its success. As the company goes public it faces the new possibilities, offered with increased capital, and new challenges such as demands imposed by shareholders. How will the company continue to expand its profitability duration preventing brand dilution through everyplaceexpansion? Key issues Branding Banyan Tree is an single(a) brand, catering to affluent travellers. In tell to expand its guest base, Banyan Tree launched a brand, Angsana, which meets the needs of a broader guest base. Angsana does not currently operate in the same regions as Banyan Tree hotels, this separation has occurred to prevent cannibalization and dilution of the brand. While be effective, this reduces the number of locations in a given area. Spreading the companys resources and companionship over many regions may not be cost effective.

Banyan Tree should continue to be cautious in expansion but not over cautious as to limit the brands` profitability. The brand has also been across-the-board to offer spa portions, retail outlets and other shops. The company continues to handle its brand portfolio while preserving its distinctive identity and strong brand image. The strong brand image has allowed Banyan Tree to uncivil 3 brands of spas throughout the world. Opening spas is one way Banyan tree can build an image, gain regional knowledge and assess profitability prior to opening a haunt in that area or location. Banyan Tree relies on customer experience as its strongest promotional tool. Delivering a lucid product may be challenging in the service industry because of the... If you want to get a full essay, order it on our website: Ordercustompaper.com

Ordercustompaper.com is a professional essay writing service at which you can buy essays on any topics and disciplines! All custom essays are written by professional writers!