Banyan Tree Resorts


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Banyan Tree Resorts

  1. 1. Internationalbrand<br />Group 5:<br />Alix de Kersabiec<br />PhạmTrungHieu<br /> Le BaoNgọc<br /> Nguyen Tran Minh Phuong<br /> Nguyen QuynhTrang<br />Phạm Hoang Anh Vu <br />Mr. Ho Kwon Ping<br />Executive Chairman<br />
  2. 2. Content<br />
  3. 3. 1. <br />Segmentation<br />
  4. 4. Target market<br />Geographicalreach<br />Couples in 30s - 40s ages<br />Rich<br />Luxury<br />Premium market<br />Asia<br />Europe<br />United State<br />
  5. 5. Psychographic<br />New age style<br />Relax<br />Rejuvenate romantic & intimacy<br />
  6. 6. Positioned towards the wealthy, couples looking for relaxation, Banyan Tree Palawan will better the company’s existing image.<br />2.<br />Positioning<br />
  7. 7. How important is the brand name to the target customers<br />Abid Butt said, “our target is the luxury, premium market.<br />84 percent of our guest are couples looking for romance and intimacy. Most of them are in there mid 30s and 40s.They are rich, but not necessarily famous.”<br /><ul><li> Create a strong brand name
  8. 8. Target to middle young age from 30s to 40s</li></li></ul><li>How important is it for the brand to be considered local versus global<br /> Branding is very importance to success <br /> Location also plays a strong strategic role<br /> Banyan Tree hotel has met objectives that a good brand will achieve include:<br />Delivers the message clearly<br />Confirms your credibility<br />Connects your target prospects emotionally<br />Motivates the buyer<br />Concretes User Loyalty<br />
  9. 9.
  10. 10. 3.<br />SWOT<br />
  11. 11. Opportunity<br />Strengths<br />Weaknesses<br /><ul><li>Accommodation that emphasized romance, intimacy, privacy, and rejuvenation
  12. 12. Expanding the business
  13. 13. Right strategies, its capabilities grew.
  14. 14. Keeping up the pace to support an international business
  15. 15. Advantageous for BTHR as the owner to have all these capabilities and resources in-house
  16. 16. Open a resort built from scratch within two years compared to the industry norm of about five years
  17. 17. Changes were implemented immediately</li></li></ul><li>Threatening<br />Strengths<br />Weaknesses<br /><ul><li>language barrier, particularly when English was not the guest’s first language. Most of the spa staff stated without any spa work
  18. 18. Setting up its own spa training school in Phuket</li></ul>Huge gap about pricing <br />Full-time government liaison staff<br />Create disparities between locals and foreigners<br />Indian ocean destination projects<br />
  19. 19. 4.<br />Micheal<br />Porter’s<br />5<br />FORCES<br />
  20. 20. Threat of new entrants<br />Threat of subtitute services<br />Strong investment capital <br />($200 million for first resorts, Laguna Phuket)<br />Hard to enter and non-performing firms and cannot exit easily<br />The second midrange brand<br />Angsana Resorts and Spa<br />Room rate from $200-$500/night (lower 40% than Banyan Tree spa)<br />How far the brand could be extended into new channels such as e-travel, and into the aspects of travel, leisure, and lifestyle.<br />
  21. 21. Bargaining power of Suppliers<br />Bargaining power of Buyers<br />Suppliers for electric, furniture, food and beverage, advertising,…<br /> Human resource:culture and proficiency in English, difficult to find local staff that has expertise in spa treatments<br /> Resort general managers reported directly to the execution committee<br /> Run their respective resorts as long as they were profitable<br />Individual: 84% of guests are couples <br /> $2500 for an average stay of four nights.<br />Corporate: 10%<br />To hold corporate meetings and retreats and targeted companies <br />There also offered customized outdoor team-building training programs.<br /><ul><li>Families: 6%
  22. 22. The wholesaler network: only 3-5 wholesalers in each country.</li></li></ul><li>Threat of existion competitors<br />Rivals is increasing global <br />Le MeridienPhuket Yacht Club and resorts<br />$150 per night and the same facilities and services like Aman<br />Four Seasons<br />Threat of subtitute servicesRitz Carlton<br />Aman resortswere luxurious resorts include 40 private pavilions and 30 Thai villa homes<br />
  23. 23. 5.<br />Marketing<br />MIX<br />Services<br />Prices<br />Promotion<br />Places<br />
  24. 24. Services<br /> Core value: good place to stay, private areas<br />Actual value: beautiful views, modern and luxury equipments, large areas, suitable selections<br />Augmented product: high quality of serving, customized serve, romantic atmospheres, fresh air<br /> Services<br />Training: customized outdoor team-buildings<br />Rooms for rent: Private pavilion, Villa home<br />Organizing honey moon for couples<br />Spa<br />Travel tours<br /> Brand strategies<br />Line extension<br /><br />Build more resorts in other regions <br />New brand<br />Angsana Resort and Spa<br />
  25. 25. Prices<br />Banyan Tree Phuket Resort <br />Rooms $250 - $500/ nigh <br />Pavilions and villas $400 - $4000/night <br />Customized treatment program in spa $33 - $289/person<br />Honey moon (they spend on average) $2500/4 nights/person <br />Angsana resorts and spa $200 - $500/room/night<br />
  26. 26. Promotion<br />Message<br />“A resort is not a hotel, it’s an experience”<br />Marketing plan<br />Budget<br />7% of total revenue<br />Marketing expenditure: 60% for trading & 40% for consumers (directly)<br />
  27. 27. Tools<br />Website<br />Word of mouth<br />Pr: prominent travel magazines <br />Marketing strategies<br />All staff are local + Training for staffs, focusing on communication<br />Customizing via supplying 1 personal waiter who served customers through their entire stay.<br /> satisfy experience and customers’ feeling<br />Target customers: Mid 30s and 40s, rich but not necessary to be famous<br />
  28. 28. Place<br />60% travel agencies <br />40$ from direct customers<br />10% corporate clients <br />6% families<br />Intermediaries – Selected distributors<br />Travel agencies<br />Wedding centers<br />Modern channel<br />E-booking via website<br />Coverage<br />Banyan Tree Resorts & Hotels does business in 8 nations with 16 resorts<br />Customer rate: 50% from Asian, 34% from Europe, 12%from US and 4% from the rest of the world<br />
  29. 29. Thanks for listening<br />
  30. 30. HoaSen University & Upec<br />Subject: Global Marketing<br />Design: Minh Phuong<br />2010<br />This slide is used for educational purpose, non-commerce<br />