Banyan Tree Resorts and Hotels: Building an International Brand From an Asian Base Case Solution & Answer

published: 01 Feb 2003

Abstract:

This case explains Banyan Tree Resorts & Hotel’s fast development beginning with a single resort transformed from an obsolete tin mine in Phuket, Thailand, to end up being an international resort operator and among Asia’s leading 20 brand names. It checks out the realisation of an ingenious way of life idea, the following difficulties associated with reproducing its initial success in various aspect of the world, the business’s marketing technique, and the advancement instrumental operations abilities to back the brand name, in addition to the obstacles dealt with in extending the brand name into brand-new organisations consisting of top quality items and a travel website.

 

Pedagogical Goals:

This case might be utilized to go over the concerns associated with specifying and building an effective, brand-new brand name and executing a fast internationalisation method, consisting of the predicament in between making sure consistency shipment and the brand name worths in the face of the requirement for regional adjustment, along with utilizing the experiences in numerous nations in regards to item advancement and development to help with organizational knowing. It can likewise be utilized to go over the affiliations in between the service and a brand name operations that support it, in addition to the practicality of brand name extensions and the threats of brand name stretch.