Group 5:

Alix de Kersabiec

Phạm Trung Hieu

Le Bao Ngọc

Nguyen Tran Minh Phuong

Nguyen Quynh Trang

Phạm Hoang Anh Vu

Content

1•Segmentation Marketing

2 •Positioning

3 •SWOT

4 •Micheal Porter’s 5 forces

5 •Marketing Mix

Target market

•Couples in 30s - 40s ages

•Rich

•Luxury

•Premium market

Geographicalreach

Positioned towards the wealthy, couples looking for relaxation, Banyan Tree Palawan will better the company’s existing image.

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.”

How important is the brand name to the target customers

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

- 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

Strengths WeaknessesOpportunity

Strengths Weaknesses

• language barrier, particularly when English

was not the guest’s first language. Most of

the spa staff stated without any spa work

• Setting up its own spa training school in

Phuket

• Huge gap about pricing

• Full-time government liaison staff

• Create disparities between locals and

foreigners

• Indian ocean destination projects

Threatening

Threat of new entrants

Strong investment capital ($200 million for first resorts,

Laguna Phuket)

Hard to enter and non-performing firms and cannot exit easily

The second midrange brandAngsana Resorts and Spa

Room rate from $200-$500/night (lower 40% than Banyan Tree spa)

Threat of subtitute services

How far the brand could be extended into new channels such as e-travel, and into the aspects of travel, leisure, and lifestyle.

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

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

Buyers

Threat of existion competitors

Aman resorts were luxurious resorts include 40 private pavilions and 30 Thai villa homes

Four Seasons

Threat of subtitute services Ritz Carlton

Le Meridien PhuketYacht Club and resorts$150 per night and the same facilities and services like Aman

Rivals is increasing global

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

Message

“A resort is not a hotel, it’s 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

60% travel

agencies

40$ from direct

customers

10% corporate clients

6% families

Intermediaries – Selected distributors

• Travel agencies

• Wedding centers

Modern channel

• E-booking via website

Coverage

• Banyan Tree Resorts & Hotels does business in 8 nations with 16 resorts

• Customer rate: 50% from Asian,

34% from Europe, 12% from US and

4% from the rest of the world

Hoa Sen University & Upec

• Subject: Global Marketing

• Design: Minh Phuong

2010

This slide is used for educational purpose, non-commerce