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