Banyan Tree. Essay Example

to the fact that it ended up knowing its target customers so well, it met their needs better than other giant chains such as Hilton and Shangri-La. The major risk Banyan Tree was now facing was that its market niche was being attacked and the onus was to expand and protect its niches.Multiple niching could be an option wherein it could develop its strength in two or more niches. In line with the Blue-Ocean thinking of Banyan Tree’s founder, as a suggestion, it could perhaps also offer guests an option of “Natural Health Restaurants” to complement their rejuvenation at the resorts, providing exclusive healthy meals designed along naturopathic principles extracting the medicinal value from local herbs and spices. Brand Values and The Feel-Good factor:Another key differentiator or Point-of-Difference for the positioning of the Banyan Tree brand could be its emphasis on environmental conservation. It has all along focussed on minimizing its impact on its location’s natural eco-system.

With climate change and “going green” being watchwords gaining prominence, they could perhaps weave this concept into their marketing programs giving it more awareness. A second factor that could provide marketing mileage is how Banyan Tree supports the local communities in its locations by providing them employment, business opportunities and hence, a better standard of living.For prospective customers, there is nothing like providing a “Feel-Good” factor as a bonus while on a luxurious holiday, and by letting them in on the above two factors, Banyan Tree would certainly achieve this. In conclusion, Banyan Tree has always seemed to have gotten things right throughout its journey in so far as to even completely isolate its mass market brand “Angsana”

from the parent brand lest it gets diluted. What remains is how they use their strengths and innovative thinking to consolidate their position in the highly competitive luxury resorts market.