SUBMITTED BY:

SESSION 2019-21
MBA
FIRST SEMESTER
SERVICES MARKETING
CASE STUDY: BANYAN
TREE HOTELS & RESORTS

SUBMITTED TO:
SIR SAMAR RAHI
Question No 01

What are the main factors that contributed to Banyan Tree’s success?
  The main factors to Banyan Tree’s success were caring for the social and natural
environment.
 Making sure to preserve the land around them.
 Naming the Resort Banyan Tree and positioning it as a sanctuary for the senses.
 Providing private services to guests, providing full privacy to their guests and couples.
 Conserving the culture around them by selling crafts that were made by the local
communities.
 Banyan Tree organized activities that involved interested guests in their research and
environmental preservation work.
 Banyan Tree also gives different sessions to their guests about the Banyan Tree, Hotels
and Resort.

Questions No 02

Evaluate Banyan Tree’s brand positioning and communication strategies. Can Banyan
Tree maintain its unique positioning in an increasingly overcrowded resorts market?

 Banyan Tree Resort branded itself as a “Sanctuary for the senses” where couples can get
away and have a romantic experience together, where they can also enjoy each other’s
company in the quiet moments and unique nature around them.
 Banyan Tree occupied a unique positioning in the luxury resort market when it’s first
started.
 Banyan Tree offer individual villas with private pool, spa treatment room and each
designed to offer exclusivity and utmost privacy.
 Guests could also choose their private chefs.
 Product and Services were conceived to customers desired one product was the “Intimate
moments” Package, specially created for couples.

Questions No 03

Discuss whether the portfolio of Banyan Tree and Angsana, as well as the product portfolio
of beach Resorts and City Hotels, spas, galleries and museum shop fit as a family. What are
your recommendations to Banyan Tree for managing these brand and product in future?

 The Resorts and City Hotels, spas, galleries and museum shop do fit as a family.
 Banyan Tree provides privacy to their all guests and family.
 All Employees were trained in the basic standards of five star services, which included
greeting guests, remembering their first names and anticipating their need and wants.
 My recommendations to Banyan Tree Hotels and Resorts would be to make sure to
keeping up markets newer and latest trends.
 To make sure to providing full privacy to their guests and families by every times.
  Banyan Tree made different things from other to achieve competitive advantages.

Questions No 04

What effect does the practice of Corporate Social Responsibility (CSR) have on brand
equity?

 It shows that the company has their own value of life, such as preserve, protect and
promote the natural and human environment and revitalizing local communities.
 These values lead to employees and customers own life values, where the appreciated and
could also relate.
 Corporate Social Responsibility initiatives were designed to encourage environmental
conservation and help ecological restoration, to create greater environmental awareness.

Questions No 05

What potential problems do you foresee bringing Banyan Tree to Americas, Europe and
the Middle East? How could Banyan Tree address these issues?

 Higher costs of doing business in the Americas, Europe and the Middle east, its mostly
made up of deserts would be hard for the Banyan Tree, Since their marketing is more
towards a tropical environment.
 Would the same strategy that had bought fame and success to Banyan Tree in Asia be
workable in the rest of the world.
 Banyan Tree could build their resort in a developing country such as Mexico, where it is
lower cost and labor is less expensive and it also close to Americas.