l

te
rn
br a
t
an io
d na

In

Mr. Ho Kwon Ping

Executive Chairman

Group 5:
Alix de Kersabiec
Phm Trung Hieu
Le Bao Ngc
Nguyen Tran Minh Phuong
Nguyen Quynh Trang
Phm Hoang Anh Vu

Content
1

Segmentation Marketing

Positioning

SWOT

Micheal Porters 5 forces

Marketing Mix

1.
Segmentat
ion

Target market
Couples in 30s - 40s
ages
Rich
Luxury
Premium market

Geographical
reach

Asia
Europe
United
State

Psychographic

New age style

Relax

Rejuvenate romantic & intimacy

2.
Positionin
g
Positioned
towards
the
wealthy,
couples
looking for
relaxation,
Banyan
Tree
Palawan
will better
the
companys
existing

How important is the brand

name to the target customers
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.
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

3.
SWOT

Opportunit
y

Strengths

- 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

Weaknesses

Threatenin
g

Strengths

Huge gap about pricing

Full-time government liaison staff
Create disparities between locals
and foreigners
Indian ocean destination projects

Weaknesses

language
English

barrier,
was

not

particularly
the

guests

when
first

language. Most of the spa staff stated

without any spa work
Setting up its own spa training school in
Phuket

4.
Micheal
Porters
5
FORCES

Threat of new entrants

Threat of subtitute
services

Strong investment capital

($200 million for first resorts,
Laguna Phuket)
Hard to enter and nonperforming firms and
cannot exit easily

How far the brand could be

extended into new channels
such as e-travel, and into
the aspects of travel,
leisure, and lifestyle.
The second midrange brand
Angsana Resorts and Spa
Room rate from $200$500/night (lower 40% than
Banyan Tree spa)

Bargaining power of
Buyers
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
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

Threat of existion competitors

Rivals is increasing
global

Le Meridien
Phuket Yacht
Club and resorts
$150 per night and
the same facilities
and services like
Aman
Four Seasons

Aman resorts were

luxurious resorts
include 40 private
pavilions and 30 Thai
villa homes

Threat of subtitute
services Ritz Carlton

5.
Marketing
MIX
Servic
es

Prices

Promotio
n
Places

Services
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

Promotion
Message
A resort is not a hotel, its 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
Intermediaries Selected
distributors
Travel agencies
Wedding centers

60%

travel
agencies

40$

from
direct customers

10% corporate
clients

6%

families

Modern channel
E-booking via website

Coverage
Banyan Tree Resorts & Hotels
does business in 8 nations with
16 resorts
Customer rate:

50% from

34% from Europe,

12% from US and 4% from
Asian,

the rest of the world

Thanks for
listening

Hoa Sen University & Upec

Subject: Global Marketing
Design: Minh Phuong
2010
This slide is used for educational purpose, non-commerce