'Banyan Tree Research Essay\r'

'1. Growth and development of banyan tree head.\r\n banyan tree manoeuvre Holdings Limited is a leading, international hospitality mug that manages and develops bountifulness lapses, hotels and spas. From a single boutique resort in Phuket in 1994, banian tree has gr own into a multi-business operator globally. Listed on the Singapore Stock Exchange since 2006, the base currently consists of 30 hotels and resorts, over 60 spas 80 retail galleries and two play courses in 27 countries, with aggressive intricacy plans for the future.\r\nBelow shows the milestone of banyan tree point Resort:\r\n banyan tree manoeuver free radical garnered some 117 international awards and accolades in\r\n2010, pitch the total number of awards it has received culmination to 640 since the first banian tree Tree topographic point opened in Phuket in 1994.\r\nIn 2010, banian tree Tree Phuket and its Spa unfold to be recognised by constancy experts, having won 14 prestigious awards and ac colades\r\nThe banyan tree Tree geological pathation has seen very high-octane and expansive growth in the farthermost few years. banyan tree Tree attributes is mastery as a union to their fortified defect deferred payment, command pricing, and superb management. Revenues change magnitude from $187.3 (million) in 2005 to 335.3 (million) in 2006, which is an join on of 79%. In 2007, Revenue increased other 26% to $429, 859 (million).\r\n2. Success factors of Banyan Tree\r\nBanyan Tree Capital has its own dedicated construction, project management and hail management capabilities, enabling it to fulfill the economic consumption of a developer and assume full willpower of any projects.\r\n* Brand Building\r\nstigmatisation has started right from the locations of the Banyan Tree resorts and has been logical through the designs, the facilities offered, and the ambience created in each(prenominal) of the resorts. In line with the â€Å"romantic send for couples” theme, Banyan Tree has placed a strong emphasis on the locations as a key element of the brand identity. The ships company has chosen exotic locations with grievous bodily harm access to sun-bathed beaches, exciting environment virtually and a good transportation cornerstone to connect the resorts to the main destination highlights.\r\n* connection Growth and Health\r\nThe Banyan Tree is a rapidly gro pull aheadg company with lots of investment all crosswise the globe. Their expanding nature, coupled with a positive job price, solid financial earnings, and continual advantage at all resort locations, is exceptional in the competitive hotel and resort industry. not many hotel companies spate brag dynamical recent success like the Banyan Tree.\r\n* Good Brand communications\r\nBanyan Tree erects their product through cud international media. They invite travel editors and writers who could potentially increase editorial coverage on Banyan Tree to use the service. This ca n make â€Å"Banyan Tree Experiences” appoint to people by word of sass and it is to a greater extent effective. It is excessively make brand aw beness and brand value that generated more often than not through public relations and global trade programs.\r\n* Being a socially responsible and environmentally sensitive organization Banyan Tree Exercise caveat with respect to the environmental impacts of their operations, and taking an energetic role in the protection and remediation of our global ecosystem.\r\n* Creating a good grow\r\nBy combining the Asian elaboration 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.\r\n3. Marketing Strategies\r\n* quislingism with marketing agencies\r\nBanyan Tree Holdings decreed a few key in large quantitiesrs 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 moreover with agents specializing in exclusive luxury holidays targeted at wealthy customers. Global exposure was in like manner achieved through Banyan Tree’s membership in the Small high life Hotels and Leading Hotels of the World. Targeting high-end consumers, they represent various strong-minded exclusive hotels and have sales offices in major cities around the world.\r\n* Winning awards\r\nBanyan Tree resort management reckon that to publicize their properties, word of mouth is more important than advertisement. Therefore, one of the marketing strategies they adopting is to win awards. Banyan Tree sought recognition in service, innovation and, more importantly, its environmental efforts. To date, it has won more than 570 awards, with two abandoned last week for its excellence in social and environmental responsibility.\r\n* Expanding Brand portfolio\r\nBanyan Tree to come out with a brand extension in the form of Angsana Resorts (launched in 2000), targeted towards young families and at variant price points †typically 20-30% lower than Banyan Tree resorts themselves. It also operates stand-alone Angsana Spas. These measures not save allow Banyan Tree to increase its aw areness in immature markets and gain international momentum, but also create a strong computer programme for a portfolio of sub-brands that can be a source of long-term revenue generation.\r\n* Online marketing\r\nBanyan Tree sets up company website to conveniently update latest culture 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.\r\n4. Future Challenges\r\n* Competition\r\nThere is only one other resort that is same to the Banyan Tree: Amanpulo. Amanpulo is situated on a private is land in Palawan. The island boasts etiolate sand, crystal clear water and equatorial vegetation. They, too, respond to a leisurely modus vivendi for the affluent and rich worldwide. In addition, Amanpulo is just as concerned as we are in building environmentally cordial and aesthetically pleasing resorts.\r\n* Copycats\r\nThe market is herd with many fledglings running similar brand resorts in the upper-end. Particularly in Asia Pacific, where Banyan Tree has its stronghold and traditional base, mod entrants are facing only lesser barriers-of-entry other than huge capital requirements and handiness of good locations. A new entrant can always try to duplicate the â€Å"romance-intimacy-rejuvenation” theme and replicate the serene locations with pleasing villas providing it at lower prices to gain bridgehead in the market.\r\n* Natural Hazards\r\nThe Philippines sits astride the typhoon belt, which delegacy it’s prone to be potty by dangerous storms. In addi tion, the sphere is known to be home of active volcanoes. Other natural hazards known to fall are landslides, earthquakes and tsunamis.\r\n* Environmental Issues\r\nExisting issues that the Philippines are dealing with, and trying to combat, are irrepressible deforestation, soil erosion, air and water defilement, chromatic reef degradation and increasing pollution of coastal mangrove swamps.\r\n'