Banyan Tree Case

Topics: 2004 Indian Ocean earthquake, Tsunami, Indian Ocean Pages: 4 (456 words) Published: May 29, 2014
Banyan TREE
Banyan Tree is founded in 1992 by Ho Kwon Ping.The first Banyan Tree opened in 1994 in Phuket Island.The resorts were designed to blend into the natural environment. Corporate Strategies
K. P. Ho thinks that company should consider the physical and human environment when making business decisions Business Strategies
Goals : “...one of the top two or three dominant players in a global space which is very niche but nevertheless very global” K. P. Ho said. Scope : Banyan Tree provides a luxury retreat for guests.The Banyan Tree target market is narrow and affluent. Competitive Advantage : Banyan Tree goes into locations that are not heavily developed and create sustainable resorts. Logic : Banyan Tree intends to expand locate in diverse locations Differentiation : Focus through a differentiation

Environmental Analysis
Sociocultural Factors
Terrorist attacks September 11,2001 and the Bali bombings
The SARS outbreak of 2003
Economic and Natural Factors
The Asian Financial Crisi of 1997
The Indian Ocean Tsunami of 2004

Porter’s Five Forces Model
Customer Buying Power
Tends to be moderate
Customers are few in number
High buying power
Few readily avaible
Supplier Bargaining Power
Tends to be high
Due to the unique locations and high quality products
Only a limited number of suppliers available to provide these products and services Entry Barriers
Tend to be high
Large capital requirements and government regulations
Substitutes
Due to Banyan Tree’s niche market and concept it is important for them to be aware of readily available substitutes Rivalry Among Existing Firms
Banyan Tree Competition
Aman Resorts
Como Hotels
Six Senses Hotels
One and only Resorts
Angsana Competition
Four Seasons
Shangri-La Hotels

Strategic Direction
Mission Statement
We want to build a globally recognized brand which by inspiring exceptional experiences among our guests,instilling pride and integrity in our associates and enhancing the...
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