Banyan Tree Hotels and Resorts

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Human Resource Management: Banyan tree hotels have very special philosophy on providing the staff excellent welfare. Employees were taken to and from work in air-conditioned buses, and had access to various amenities, including good-quality canteens, and medical and child care facilities. Staff dormitories had televisions, telephones, refrigerators, and attached bathrooms. One of the management staff mentioned explained: The generous welfare we provided to the staff is for enhancing their sense of ownership and creating a sense of hospitality, so they can treat customers in the same way.

3. Propose recommendations regarding what marketing strategies BANYAN TREE can adopt to remain competitive.

Marketing Strategy or Marketing Plan is explanation of what specific actions will be taken over time to achieve the objectives.Marketing strategies are mainly 2 types.

1. Many years (long term)

2. Each year (short term)

1. Brand Portfolio: A brand (or marque for car model) is a name, term, design, symbol or other feature that distinguishes one seller's product from those of others. Brands are used in business, marketing, and advertising. Most large firms operating in consumer markets own and market more than one brand (i.e., they have a brand portfolio). Although firms make corporate-level strategic decisions regarding their brand portfolio, Management of the Portfolio by Brand would achieve more consistency in Branding and Positioning.

2. Core Values: where ever Banyan Tree goes, they have their own brand values and more they are adopting the local culture and Traditional aspects.

3. Pioneer Strategy: The Banyan Tree study the Market in the area. They are the first group providing unique services to the consumers.

4. Niche Marketing Strategy: They research what customer’s wants and needs .That is the thing they provide in very good way to the customers.

That’s why Banyan Tree remains competitive.

SWOT Analysis:

Strengths: In terms of value proposition, Kwon Ping felt that there was a demand for luxury accommodation that emphasized romance, intimacy, privacy, and rejuvenation. With its initial Banyan Tree resort in Phuket up and running, BTHR turned its attention to expanding the business. Deciding on the right strategies, ensuring that its capabilities grew, and then keeping up the pace national business would be key to future success.

Opportunity: Banyan Tree can choose to expand in the western countries and having reputable name is an advantage. Many of its current consumers are from the western countries. Banyan Tree has the intention to expand in America and European countries. Crisis experience led to a reevaluation of its expansion strategy, BTHR began to explore Indian Ocean destinations projects.

Weaknesses : The resort continues its expansion in other countries, and this may cause an overwhelming additional stress to the management level and also a shortage of manpower. The additional stress in the management level may lead to a decrease in work efficiency when the expansion happens too fast. In order to prevent this from happening, the company should plan ahead of time before expanding to ensure sufficient and well-trained employees. It was difficult to find local staff with expertise in spa treatments. Most of the spa staff started without any spa work experience and were trained in-house.

Threatening: The demand for resort market has increased hence there is much resort with similar offerings as Banyan Tree. It is important for Banyan Tree to constantly come up with creative ideas to distinguish itself from other resorts. Although Phuket had a very good service culture, service problems tended to arise when staff misunderstood what the guest was asking or asking for due to the language barrier, particularly when English was not the guest's first language. Communication barrier may lead to a big problem as most employees, from the third-world Asian countries, are not well educated in English. Thus, it is not easy to train them. However, this issue can be easily overcome by employing a translator.

Conclusion: Core values drive the activities of a business. Core values must be passionately espoused by a human champion. Corporate social responsibility and shared value enable a business to deliver on their goal of sustainability. Both websites are more like brochures rather than sharing with website customers. The two websites are very well designed. The market positioning is well expressed for hotel Gabriel targeted is the clientele interested in bio products. Should improve their accessibility to social networks to their customers.