Banyan Tree has achieved success through delivering on its brand promise of luxury resorts that emphasize environmental sustainability and local culture. The document discusses evaluating various aspects of Banyan Tree's marketing mix, including its physical properties, employees, internal marketing, community outreach, promotional strategies, positioning approach, and ability to build a strong brand with limited advertising by prioritizing service and green business practices over profits.
Case 2Banyan Tree Discussion Questions1.What are the main fa.docx
1. Case 2
Banyan Tree Discussion Questions
1.
What are the main factors that have contributed to Banyan
Tree’s success?
2.
If a brand is a promise, what does the Banyan Tree brand
promise?
Does it deliver on that promise?
3.
Evaluate the Physical Evidence component of the marketing mix
for Banyan Tree.
4.
Evaluate the People component of the marketing mix for
Banyan Tree
5.
Evaluate the internal marketing efforts of Banyan Tree.
2. 6.
How has Banyan Tree won the support of local communities and
public interest groups?
7.
Evaluate the types of promotion that are used by Banyan Tree
(benefits and risks or each).
8.
What aspects of Banyan Tree’s positioning strategy can / cannot
be easily copied by competitors?
9.
Can a powerful service brand can be built even with little
advertising?
10.
Can pro-environmental business practices co-exist with a firm’s
profit objectives?