Banyan Tree Research Essay

1. Growth and development of banyan tree guide. banyan corner Holdings Limited is a leading, international hospitality grease that manages and develops premium resorts, hotels and spas. From a single boutique resort in Phuket in 1994, banyan tree channelise has grown into a multi-business operator glob in ally. Listed on the capital of Singapore Stock Exchange since 2006, the group currently consists of 30 hotels and resorts, over 60 spas 80 sell galleries and two golf courses in 27 countries, with raptorial expansion plans for the future.Below shows the milestone of banyan tree head Resort banyan tree channelize Group garnered some 117 international awards and accolades in2010, bringing the hail number of awards it has received close to 640 since the first banian tree Tree shoes opened in Phuket in 1994.In 2010, Banyan Tree Phuket and its watering hole continue to be recognised by industry experts, having won 14 prestigious awards and accoladesThe Banyan Tree organiza tion has seen very dynamic and expansible growth in the suffer few years. Banyan Tree attributes is triumph as a company to their infrangible brand recognition, command pricing, and superb management. grosss addd from $187.3 (million) in 2005 to 335.3 (million) in 2006, which is an increase of 79%. In 2007, Revenue increased another 26% to $429, 859 (million).2. Success factors of Banyan TreeBanyan Tree Capital has its own dedicated construction, project management and apostrophize management capabilities, enabling it to fulfill the role of a developer and assume unspoilt ownership of any projects.* Brand BuildingBranding has started right from the locations of the Banyan Tree resorts and has been consistent through the designs, the facilities offered, and the ambience created in each of the resorts. In line with the romantic escape for couples theme, Banyan Tree has placed a strong emphasis on the locations as a key element of the brand identity. The company has chosen exo tic locations with exclusive access to sun-bathed beaches, raise environment around and a good transportation infrastructure to fall in the resorts to the main destination highlights.* Company Growth and HealthThe Banyan Tree is a rapidly growing company with lots of investment all across the globe. Their expanding nature, coupled with a positive stock price, solid fiscal earnings, and continual success at all resort locations, is exceptional in the competitive hotel and resort industry. Not many hotel companies can brag approximately recent success like the Banyan Tree.* Good Brand communication theoryBanyan Tree promotes their product through mass international media. They encounter travel editors and writers who could potentially increase editorial coverage on Banyan Tree to use the service. This can afford Banyan Tree Experiences pass on to people by word of mouth and it is more effective. It is also make brand awareness and brand value that generated largely through ove rt relations and global foodstuffing programs.* Being a socially answerable and environmentally sensitive organization Banyan Tree Exercise attention with respect to the environmental impacts of their operations, and taking an active role in the trade protection and remediation of our global ecosystem.* Creating a good cultureBy unite the Asian culture and heritage with world-class service and luxury, Banyan Tree has been able to build a brand that has appealed to people across countries in Asia and beyond, and successfully been capitalizing on the pan-Asian sentiment.3. Marketing Strategies* Collaboration with merchandise agenciesBanyan Tree Holdings appointed a few key wholesalers in each targeted market and worked closely with them to promote sales. Rather than selling through wholesale and retail agents that catered to the general market, they chose to work lone(prenominal) with agents specializing in exclusive luxury holidays targeted at wealthy customers. Global exposur e was also achieved through Banyan Trees membership in the Small Luxury Hotels and Leading Hotels of the World. Targeting high-end consumers, they confront various independent exclusive hotels and have sales offices in major cities around the world.* Winning awardsBanyan Tree resort management view that to publicize their properties, word of mouth is more important than advertisement. in that locationfore, one of the marketing strategies they adopting is to win awards. Banyan Tree sought recognition in service, entry and, more importantly, its environmental efforts. To date, it has won more than 570 awards, with two given last week for its excellence in social and environmental responsibility.* Expanding Brand portfolioBanyan Tree to come out with a brand extension in the form of Angsana Resorts (launched in 2000), targeted towards young families and at different price points typically 20-30% lower than Banyan Tree resorts themselves. It also operates stand-alone Angsana Spas. These measures not only allow Banyan Tree to increase its awareness in wise markets and gain international momentum, but also create a strong platform for a portfolio of sub-brands that can be a source of long-run revenue generation.* Online marketingBanyan Tree sets up company website to hands down update latest information and offers for customers. In additional, the online website allows customers to do bookings for their holidays. Online bookings rapidly increase over the year and it definitely generated more revenue.4. Future Challenges* CompetitionThere is only one other resort that is comparable to the Banyan Tree Amanpulo. Amanpulo is situated on a private island in Palawan. The island boasts white sand, lechatelierite clear water and tropical vegetation. They, too, respond to a leisurely life style for the affluent and rich worldwide. In addition, Amanpulo is just as concerned as we are in building environmentally friendly and aesthetically gentle resorts.* CopycatsT he market is crowded with many entrants running similar branded resorts in the upper-end. Particularly in Asia Pacific, where Banyan Tree has its stronghold and traditional base, in the buff entrants are facing only small barriers-of-entry other than huge capital requirements and availability of good locations. A new entrant can ceaselessly try to copy the romance-intimacy-rejuvenation theme and replicate the serene locations with beautiful villas providing it at lower prices to gain foothold in the market.* Natural HazardsThe Philippines sits astride the typhoon belt, which office its prone to be struck by dangerous storms. In addition, the country is known to be home of active volcanoes. Other internal hazards known to occur are landslides, earthquakes and tsunamis.* Environmental IssuesExisting issues that the Philippines are dealings with, and trying to combat, are uncontrolled deforestation, soil erosion, air and water pollution, red coral reef degradation and increasing pollution of coastal mangrove swamps.