The Banyan Tree: branding the intangible Jochen Wirtz Jochen Wirtz is an Associate Professor of Marketing and Academic Director of the UCLA – NUS Executive MBA Program at the National University of Singapore‚ Singapore. Banyan Tree Hotels and Resorts had become a leading player in the luxury resort and spa market in Asia. As part of its growth strategy‚ Banyan Tree had launched new brands and brand extensions that included resorts‚ spas‚ residences‚ destination club memberships‚ retail outlets
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Banyan Tree Branding the Intangible Abstract Banyan Tree Hotels and Resorts had become a leading player in the luxury resorts and spa market in Asia. As part of its growth strategy‚ Banyan Tree had launched new brands and brand extensions that included resorts‚ spas‚ retail outlets‚ and even museum shops. Now‚ the company had to contemplate how to manage its brand portfolio and expand its business while preserving the distinctive identity and strong brand image of Banyan Tree
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propositions does Banyan Tree offer as an experiential brand? By leveraging the natural surroundings unique to each location and adding consistency in the designs‚ facilities (including spas)‚ ambience (including romance)‚ and services (including warm hospitality) offered‚ Banyan Tree created strong brand identity and a unique value proposition that was associated with self-indulgence and pampering experience. 3. Evaluate Banyan Tree’s expansion plan. What are the potential risks that Banyan Tree should be
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Welcome to join Banyan Tree’s world‚ our presentation is going to bring out the success and potential issue of Banyan Tree Holdings Banyan Tree is a leading manager and developer of resorts‚ hotels and spas throughout the Asia Pacific. The first Banyan Tree’s hotel and resort was set up in Phuket in 1994; Up till now‚ Banyan Tree is associated with more than 25 resorts and hotels‚ over 60 spas and 80 galleries‚ as well as 3 golf courses. How did they do that so quickly? Mr. Ho Kwon Ping‚ chairman
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SWOT ANALYSIS SWOT analysis is an overall evaluation of the company`s strength(S)‚ weaknesses (W)‚ opportunities (O) and threats (T). Goal of SWOT analysis is to match the company strengths to attractive opportunities in the environment‚ while eliminating or overcoming the weaknesses and mini minimizing the threats. As a Government Linked Company‚ Proton is secured in term of financial capabilities. More over‚ as the first national automotive manufacturer they have more that 20 years of experience
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Service Quality Group Project 1. What are the main factors that contributed to Banyan Tree’s success? Great experience & expertise of founder Extensive travel experiences‚ sharp observation and superior foresight of Ho Kwon Ping‚ founder of Banyan Tree‚ inspired him to bridge the price gap in the hotel industry. Ho foresees that the 21st century will be followed by a greater Asian demand for the industry‚ therefore he created a brand that Asians will like‚ with a strong Asian culture
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Banyan Tree hotels and resorts is still a small and new hotel group organization‚ they have a lot of ideas; being a worldwide business in their market. As they develop‚ they want to stay true to their core standards and beliefs so that they not change in the future ‚ trying to develop their selections and capability to bring the Banyan Tree Experience to their customers ; having a values which have shown their hard work since their first hotel in Thailand . To achieve more‚ they need to stay in
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SWOT-Analysis of Tencent Holdings Limited Table of cContent 1 Introduction In March 2010 McKinsey published an article dealing with the obsession of the Internet of the Chinese population by concluding the following statement „People in the country’s 60 largest cities spend 70 percent of their leisure time online. Seismic changes in the consumer market are likely as a result.“1 China’s Internet population increased at the end of 2012 to a total number of 564 million
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Banyan Tree – Developing a Powerful Service Brand Synopsis Banyan Tree Hotels and Resorts had become a leading player in the luxury resorts and spa market in Asia. As part of its growth strategy‚ Banyan Tree had launched new brands and brand extensions that included resorts‚ spas‚ retail outlets‚ and even museum shops. Now‚ the company had to contemplate how to manage its brand portfolio and expand its business while preserving the distinctive identity and strong brand image of Banyan Tree‚ its
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SWOT ANALYSIS FOR ARSENAL HOLDING PLC INTRODUCTION This composition is a SWOT analysis of the company Arsenal Holding PLC; whose main product is the Famous English football club ARSENAL FC which is based in Holloway‚ London and is one of the most successful clubs in English football with thirteen first division titles and ten FA cups and also a record of the longest uninterrupted period in the English top flight.( Wikipedia) What is SWOT? SWOT represents the output of a marketing audit analysis
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