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ASSUMPTION UNIVERSITY

INTERNSHIP REPORT
START DATE – 01 NOVEMBER 2012 FINISHING DATE – 31 JANUARY 2013 BANYAN TREE RESORTS & SPA

RINI MARY THOMAS ID 5519040

MBA (DAY)

.....16 4.17 References……………………………………….2.....8 Job Duties & Responsibilities………………………………………………………..12 4...17 ..12 Reality of the Internship……………………………………………………………..6 4.... Description of the Company………………………………………………………….. Industry Analysis……………………………………………………………………..5 4..3 Executive Summary……………………………………………………………………….6 Competitors Analyses………………………………………………………………. 4.….…17 4........11 Contribution & Final Status of the Project…………………………………………17 4...……………………………………………………………………..……………………………………………………………………..7 SWOT Analysis………………………………………………………………………....5 Five Force Factor Analyses………………………………………………………….14 4.......4... Company Profile………………………………………………………………………. 15 4....... Company's Products and Services…………………………………………………10 4.9 Problems encountered in assigned tasks and handling job assignment……… .....2 TABLE OF CONTENTS Title page ……………………………………………………………………………………1 Acknowledgment.1..16 4.........3..11 4........10 Solutions & Recommendations…………………………………………………...4 Table of contents……....

Khun Patareya (HR Manager) and a lot more. guided and supported me throughout every work and making the working environment and giving the professional path a new outlook. Khun Erica Campbell and other team members. Khun Maude. They have taught me. I express my gratitude to Banyan Tree Resorts & Spas for giving me an opportunity to prove my capabilities and be resourceful and keeping faith in me. support and guidance without which I couldn’t have had completed my three months internship. . The internship would not have been complete without the help of my manager Khun Joyce Ong.3 ACKNOWLEDGEMENT I would like to thank few people for their love. I thank God for guiding me through every now and then. I thank my family for their constant encouragement and prayer.

The work involved creating promotional write ups and creative work for the promotion of the spa.4 EXECUTIVE SUMMARY This is the final report of the work experience of the intern in Banyan Tree Resorts & Spa. . 2012 till 31st January. 2013. The intern work in the Marketing Communication Department (Public Relation) Section was to reach out to the customers and the guests. Bangkok. The intern faced slight problems like lack of local language skill. The solutions put forth are overcoming linguistic barrier and proper training to complete the work provided. The intern has been able to apply the concepts and experience of the work with the theories learned in the course and vice versa. lack of field expertise etc but was able to fulfill all the required needs of the work through training. The work period was from November 1.

South Sathorn Road. the first Banyan Tree Resort opened in Phuket. management. Banyan Tree is associated with 42 resorts.5 4. In addition to receiving awards for their luxury accommodations. and ownership of resorts and hotels. 21/100 Thai Wah Tower II. Bangkok 10120.1 DESCRIPTION OF THE COMPANY – Banyan Tree is a developer of premium luxury resorts. Banyan Tree has been recognized for its dedication to preserving the environment and its emphasis on social responsibility. and spas throughout the Asia Pacific. Ltd. 65 retail galleries. Department – Marketing Communications (Public Relations) Period of internship – 1st November 2012 – 31st January 2103 Company supervisor – K. In 1994. but is constantly improving and expanding the market. Thailand Tel: +66 2 677 3100 ext 1600 ..Erica Campbell Designation – Assistant Director/ Marketing Executive Company Address & Contact Number – Banyan Tree Resorts & Spas (Thailand) Co. Thailand and since then they have received over 300 awards for the facilities managed by Banyan Tree. Banyan Tree is primarily concerned with the development. hotels. 65 spas.Joyce Ong/ K. and 3 golf courses. 22nd Floor.

mental and physical harmony. Maldives. The flagship Angsana Spa was introduced at Dusit Laguna Resort. Taiwan.2 COMPANY PROFILE Through the years. retail complex. “ “With the creation of sister brand Angsana Hotels and Resorts brand. Sri Lanka. Thailand. the introduction of Elements Spa by Banyan Tree brand in 2007 and in 2009. Laos. Egypt. As the first luxury oriental spa in Asia. India. town club. Indonesia. United Arab Emirates and Vietnam. South Africa. the first Okura Spa by Banyan Tree. Morocco. Hong Kong. strategic partnerships and business development opportunities were formed. it pioneered the tropical garden spa concept with its Eastern therapies and holistic focus on spiritual. Malaysia. it reintroduced an exotic blend of ancient health and beauty practices which have been passed down from generation to generation. “When Banyan Tree Spa opened in Phuket in 1994. Angsana Spa flourished globally.” Training and Expansion “Banyan Tree Spa Academy was established in Phuket. China. More than 40 Angsana Spas can be found in Angsana resorts and as standalone spas in countries like Australia. leading in 2001 to the creation of the Oberoi Spa by Banyan Tree brand. Phuket in 1999. holistic and non-clinical tropical garden spa concept. it has also made visiting spas a needed addition to lifestyle preferences. Angsana Spa was conceptualised to embrace the contemporary. but every city hotel. Banyan Tree Spas were found exclusively within Banyan Tree resorts and hotels. The popularity of spas has seen not only resorts. strengthening our brand presence in the regional spa industry. Qatar. Thailand in 2001 to ensure a high level of consistency and quality that is synonymous with the Banyan Tree Spa . Japan. and increasing awareness amongst global travellers.6 4. Mauritius. The innovation of the tropical garden spa concept has not only spurred the phenomenal growth of the regional spa industry. Taking the business to new directions. Banyan Tree Spa has been recognised as the World’s Best Spa in numerous international awards.” “In its early years. Ireland. Portugal. Guam. residential condominium or even office adding a spa to their wish list of leisure facilities. and subsequently.

by inspiring exceptional experiences among our guests. techniques and products. and standard greeting procedures. the Banyan Tree Group operates over 60 Banyan Tree and Angsana Spas worldwide.7 experience.” “To date."We want to build a globally recognised brand which. To maintain its leadership position in the spa industry. which integrates unique wellness and rejuvenation concepts through a trail of state-of-the-art hydrothermal wellness therapies and facilities. including affiliate brand Elements Spa by Banyan Tree.” “In 2006." Values – I – Innovation – Encourage associates at every level to innovate and make it real . knowledge of skin epidermis and facial applications. variation of body weight for different techniques. Banyan Tree Spa introduced its signature Rainmist experience. an innovation that luxuriously and ingeniously combines body treatments with steam and shower facilities at the treatment bed. Banyan Tree Spa revealed its latest innovation – The Rainforest. The training programme encompasses all areas of spa therapy. and carry out research and development for new treatments. properties of different herbs and spices. including knowledge of the human anatomy and important pressure points. In 2009. will deliver attractive returns to our shareholders.” Innovation and Spa Treatments “Based on the knowledge and expertise it has accumulated over the past 19 years in handling some of the most exclusive international clientele. The Academy is accredited by Thailand’s Ministry of Education and Ministry of Public Health. develop experienced trainers. Banyan Tree Spa has developed its own signature techniques. setting up of treatment rooms and spa pavilions. recipes. modern and traditional massage techniques. treatment recipes as well as training philosophy. The Banyan Tree Spa Academy trains hundreds of therapists annually for both Banyan Tree and Angsana Spas. with the opening of Banyan Tree Mayakoba in Mexico. the Banyan Tree Spa Academy actively functions to identify international trends. preparation of spa ingredients.” Mission . instilling pride and integrity in our associates and enhancing both the physical and human environment in which we operate.

Angsana Spa and Banyan Tree Spa Academy’s consistent training. .  Strong awards focus with intensified efforts on keynote international and regional awards submissions. t o promote the company’s efforts in raising awareness for climate change. development and innovations. guests. a three-phase community support programme which enhances the Group’s and its associates’ abilities to be an agent of social and economic development. The company seeks to continue being an agent of social and economic development through responsible tourism. Company Objectives –  Moving into 2013. to explore efficiency initiatives with the aim of reducing energy and water consumption at Banyan Tree Group properties.8 D – Diversity – Valuing cultural and individual differences and views E – Empowerment – Allowing associates to use their initiative and judgement A – Accountability – Encouraging and fostering ownership L – Learning – Learning from the internal and external environment S – Synergy – To gain positive results from teamwork CSR – As a socially responsible business. over 10 years from 2007 to 2016.  Seedlings. and  Resource conservation. Banyan Tree’s triple bottom line (financial. social and environmental) helps direct the company’s sustainable development by inspiring associates. and partners to take a wider consideration encompassing a long term view when making business decisions. a programme to plant 2000 trees per Banyan Tree Group property. Banyan Tree was founded with the core value of driving sustainable development. Some of the activities undertaken are –  Greening Communities. Spa Marcom will continue to focus and heighten the corporate branding of Banyan Tree Spa.  Spa Marcom will look into some CSR initiatives so that more spa outlets can play a bigger role towards being eco-friendly.

9  To develop new contemporary and user-friendly BTS and ANS websites.  Embark on new spa photo-shoots for selected BTS and ANS and use these hero shoots to re-create and refresh existing Spa Marketing Collaterals. target opening is July 2013. Elements at BT Bangkok Lobby floor 3. To enhance the Facebook experience and engage fans. integrated with an advanced content management system for quick timely information upload. Lek Lek BTS Siam 2. LekLek Have opened 4 stores in Bangkok since August 3 new shops to be open as follows: 1.  Besides online EDM campaigns. Target to have another Chill Chill in KL by Q3 year 2013. Lek Lek BTS Asoke .A new spa brand Malaysia   Location in Shah Alam. Expansion Plan for Chill Chill . the explosive growth in social media network is another fast and cost-effective way to create brand awareness.

3 COMPANY’S PRODUCTS AND SERVICES Banyan Tree spa offers various products and services to its customers.10 4. These are – Services –                   Ayurvedic Massages Aromatherapy Beauty Treatments Facials Oils Body Scrubs Hair Spa Depilatory Waxing Products – Incenses Burners Batik Essential Oil Essential Oil Burner Face Oil Massage Oil Lacquerware Miniature Oil Burner Cone Incense .

11 4.  Bargaining Power of Buyers – Medium  There is no uniformity in pricing or product.  Easy access to information  Bargaining Power of Suppliers – High  Easily find supplier substitutes – low bargaining power from suppliers  Possibility of monopoly supplier – high bargaining power from suppliers  Threat of substitute – Low  Low cost spas  Different concept of spas  Individual massage parlors . Hence the end user has limited bargaining power when it comes to pricing or bundling in of additional services.3 INDUSTRY ANALYSIS FIVE FORCE FACTOR ANALYSIS  Threat of New Entrants – Very High  Necessity of high initial investment  Hard to build the brands value  Entrance of big spas in BTS field.

The name of the resort does not give an accurate impression of the type of resort or its location. A pump separates sodium from the chloride. the use of detergents is limited. In housekeeping and laundry work.4 COMPETITORS ANALYSIS Banyan Tree spas major competitors are Six Senses Spa and Como Shambhala. The water management system does not pollute the ocean or the natural streams. and biodegradable washing detergents and cleaning substances are used. It has a policy of using less chemicals.12 4. Weakness   The hotel needs to increase public awareness in order to attract more green customers who appreciate the value of a natural environment.   An organic farm has been planted for their own use which is Used to prepare food and some herbal beverages for the hotel guests and employees. replacing the chlorine used for the swimming pool. Como Shambhala – Strength –         Hotel has gain enough reputation and goodwill from its existing customers There is constant upgrading of hotel management Perfect and unique hotel locations Differentiating facilities Strong hotel service and customer value Cultural staff/personnel relations with guests COMO shambala health treatments Small chain which means better and easier management . with sodium chloride (salt). The company cannot rely on customer recommendations alone to attract new clients. Six Senses Spa – Strength   Six Senses Spa focuses on social and environmental responsibility.

13 Weaknesses        Lack of other sources in terms of increasing sales and profit like for example. for the purpose of conferences and wedding venues The struggle involving care of everything Low employment overhead Lack of differentiation of reception from other hotels Difficulties to reach target customers Tough visa regulations in some locations of the resorts Lack of self owned online sales channels .

STRENGTH • • • • • • High quality and recognition of their brand Provide good spa experiences to the customers based on local culture Social responsibility as a brand value Know-how in hotels and resorts spa management Within hotel and resort premises Centralized services 2. WEAKNESS • • Geographical location mostly in Asia High vulnerability to Thailand workers strike 3.14 4. THREATS • • • • • • Price War Changing Technology Economic instability Exchange rate fluctuations Lower cost competitors Maturing categories Worldwide expansion Create a new brand to penetrate into other business segments Partnership with international airways . OPPORTUNITIES • • • • 4.5 SWOT ANALYSIS 1.

printing scanning and binding of important documents and presentations. documents and magazines required for work. .15 4.  Make gifts for media. As an intern the duties and responsibilities undertaken were:  Creating and editing seasonal promotions for spa in Bangkok and for overseas outlets. Singapore and China basically caters to the common needs of spa. The marcoms team together work with the designing team and the merchandising and purchase department to decide and deliver spa services to the consumers.  Create content for award submission.  Create templates for outlet member’s easier use. The marcoms department of Thailand.  Preparing write ups for guests turndown gifts.  Updating generic company background and help in press releases.8 JOB DUTIES AND RESPONSIBILITIES The spa being a small section of the resort is handled by few people in the country and across the world.  Operational functions: Stock taking of products and managing cheque requisition forms.  Administrative functions: Re-arrange and keep all the necessary files.

16 4. Efficiency reduces. Confusion also arises when trying to book a treatment. Cause: Lack of employees in every office and not every outlet has a marcoms team. Effect: Miscommunication is observed most of the time leading to problems in understanding the promotions properly or booking time of treatment and the course of treatment. promo write ups are being constantly repeated. Effect: Work is to be hurried to meet the deadline so sometimes slight errors are seen. More workers are to be employed. Cause: Lack of language skill to meet the requirements of writing and editing and less number of staff to attend to such needs. Repetition of work: Definition: Since the main aim is to provide information to customers regarding the spa and its promotions. Language barrier: Definition: Communication between staff and customers is difficult sometimes. Effect: Due to repetition work gets boring and not much concentration is given to the work thinking mistakes won’t happen. . Cause: This is mainly due to lack of knowledge of foreign language.9 PROBLEMS ENCOUNTERED IN ASSIGNED TASKS AND HANDLING JOBS ASSIGNED Multiple tasks: Definition: Multiple works are assigned at times from outlets all over the world.

banyantreespa. Marketing Management. 4. I understood the importance of working in a team. It has helped me to focus on my leadership abilities. 4.12 REALITY OF THE INTERNSHIP The internship program helped me understand the professional work style in another country. my creative skills and in dealing with customers worldwide.11 CONTRIBUTION AND FINAL STATUS OF THE PROJECT The project handled made the work easier and as they are trying to enter new markets and required a lot of focus on these markets. Internet Marketing.php http://www. Employe more staff according to the business needs. Even though the brand name is well known it is the duty of the team to publicize its entry in order to maintain their brand image.php http://www. Employ an associate who has command over various languages while dealing with overseas customers. I was resourceful to the company and so was the company to me.com/index. Try to maintain goodwill and continue a good rapport with the customers.com/banyan_tree_gallery/hotel-spa-amenities . The final status of the project is still in process and will slowly establish itself in more markets.com/about_us. I have been able to apply my course theories Advertising and Promotion. The internship gave me an opportunity to interact with foreign colleagues and work for outlets in other countries each having its own traditional and cultural aspect. about cooperation and coordination and to be more disciplined.banyantreegallery. Consumer Behavior.17 4.10     SOULTIONS AND RECOMMENDATIONS Encourage Thai staff to indulge in communicating in English more often.banyantreespa. Financial accounting and Organizational Behavior REFERENCE – http://www. Strategic Management.