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Essay On Banyan Tree

2533 Words11 Pages

The Success of Banyan Tree
Sungho Roy Kang
Kim Thoa Nguyen
Nahee Lee
Principles of Marketing
Chonnam National University
Dr. Azizah Omar
July 3, 2015

Acknowledgments
The authors would like to thank Dr. Azizah Omar from the Universiti Sains Malaysia for her knowledge and generous help throughout this project. Thanks to Sungho Roy Kang, Kim Thoa Nguyen, and Nahee Lee for their contribution to this report. Executive Summary
This business report examined the different factors that contributed to Banyan Tree’s success. An analysis of how Banyan Tree rose to global recognition was also conducted. Recommendations on how Banyan Tree can be managed more efficiently in the future are also included in the report. The evaluation of expanding Banyan Tree establishment to an urban city was also conducted.

The report finds that Banyan Tree is successful because of its emphasis on culture, corporate social responsibility activities, and high quality service. Through these emphasized values, Banyan Tree’s quickly gained recognition in the industry compared to its unique distinguishable features.

It is recommended:
• that Banyan Tree consider …show more content…

After a chain of successful resorts and hotels, Banyan Tree extended its brand identity by opening up spas, galleries, museums, and other retail outlets. Eventually Banyan Tree introduced Angsana, a more affordable counterpart brand of the Banyan Tree, which was considered as a luxury option for travelers. These establishments were opened in both exotic and city landscapes, but Banyan Tree maintained its brand identity by keeping each establishment sensual, intimate, and high quality. Due to the company’s corporate social responsibility values, Banyan Tree also gained more recognition and success for helping the local community and being environmentally

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