Banyan Tree

1. What are the main factors that

contributed to Banyan Trees success?
External

and internal marketing programme

Choice

of target segment

Positioning

and branding strategy

Product/service
Internal

design and delivery

marketing

Winning

the support of local communities and

public interest groups

....Other factors?

2. Evaluate Banyan Trees brand positioning

and communications strategies. Can Banyan
Tree maintain its unique positioning in an
increasingly overcrowded resorts market?
Positioning

strategy

Promotional
Is

efforts

positioning sustainable?

....Other factors?

3. Discuss whether the brand portfolio of Banyan Tree, Angsana, and Colours of
Angsana, as well as the product portfolio of beach resorts and city hotels, spas,
galleries, and museum shops fit as a family. What are your recommendations to
Banyan Tree for managing these brands and products in future?

Consider

differences/similarities in relation to Banyan Tree,

Angsana and Colours of Angsana

Product

lines:

Accommodation
Clubs
Spas
Retail

outlets

Branding consistency? Brand extensions? Product development?

Market development?
....Other factors?

4. What effect does the practice of CSR

have on brand equity?
Importance

of CSR?

Stakeholders?
Ethics

and values?

....Other factors?

5. What potential problems do you foresee in

bringing Banyan Tree to America, Europe and
the Middle East? How could Banyan Tree
address those issues?
Concerns
Culture,
Brand

to address in expanding operations

values and norms

extensions might lead to brand dilution

Consistency

of service quality

....Other factors?