Banyan TreeDeveloping a Powerful Service Brand1. Main Factors that Contributed to Banyan Tree’s SuccessFrom company of view, they can achieve success quite different ways and factors. The important things that how are the company going to have a good strategy and use. in this case, The owner of Banyan tree has a creativity mind and have a good structure of service choice, service design and delivery, service pricing, good motivated workforce, market segment, pioneer status.Service choiceone of the Banyan tree creativity innovation is that variety service. guest always like have a different services accepted. Banyan extensions service that included resort, spas, retail out-lets, even museum shops. from customer of view, during they are staying in the resort, they can enjoy variety of services Banyan tree offer. This way, customers are not sick of their travelling.Service design and deliveryBanyan tree provide more than just accommodation. Ho hit upon the idea of building a resort comprinvestment costs and the customers were willing to pay.Pioneer Status : First mover advantageFirst mover always bring with a bigger risk than the adapter(后跟着). However, not always take a disadvantage with pioneer. Banyan tree opening up of composite hotel business with new concept. harmonize romance and tranquility, The mood is like "a haven for weary souls' . In addition, a pioneer in tropical garden spa concept, Banyan Tree spa treatments, they don’t use chemical composition for products. Instead of chemical product, only use natural ingredients such as natural herbs and herbal medicine. Guest aware that concept first from Banyan tree. So when the competitor following their service, Banyan tree would be original service in customer of view.2. Banyan tree’s brand positioning and communications strategiesBrand positioning of Banyan Tree was based on the following unique offerings of its resortsLocal experienceThrough the funding scholarships for needy children, building a school and chily service-oriented businesses that depend heavily on the way of implementation. Banyan Tree has been able to successfully differentiate itself from the similar service offerings in the market through a thoughtful strategy. The strategy focuses on making the experience of its customers a unique one. Banyan Tree has also added a lot of different perspectives to its business through the Green Imperative Fund, Banyan Tree Gallery, Banyan Tree Spa, Angsana and Colors of Angsana. These make the experience of staying in a Banyan Tree resort, a wholesome experience which is unique to Banyan Tree. It will be very difficult for any other company to replicate Banyan Tree’s model and it will take a long time before they match the quality levels of Banyan Tree. Hence Banyan Tree wouldn’t be threatened by the entry of newcomers in this field as it can leverage on its experience and move ahead of others swiftly.3. Analysis of the Brand Portfolio of Banyan Tree, Angsana andColours of AngsanaThe Banya‘Colours of Angsana’ a sub brand under the Angsana brand umbrella was established to cater to this market. The ‘Colours of Angsana’ also allowed Banyan Tree to venture into new geographical territories like Sri Lanka thus increasing its footprint and allowing the brand to take a step forward towards achieving its vision “ to string a necklace of Banyan Tree Resorts around the world”. This product line of Angsana was developed to keep their own unique identities, in keeping with their offbeat and exotic locales, as Mr. Ho wanted them to “remain individual, each with their own colour and name, like an artist’s palette.” Mr. Ho has said “The places we have established Colors of Angsana tend to be remote and very exciting areas including World Heritage sites, which don’t justify US $600 to $1,000 per room night. But if we do these well and charge rates that are accessible we believe people will come away from their experience and see logic behind the Banyan Tree brand establishing Colors o will help finding ailing business/ brand, if any, and fix the issues accordingly.Explore New ShoreBanyan Tree has become a quality holidaying icon in Asia. It should now explore American as well as European shores in order to be a truly global player. Or even touch grounds in Africa to cater to the need of those looking for unexploited natural places. Banyan Tree is not playing on cost based pricing, therefore it shouldn’t worry much about the cost of entering into either American or European markets. Just try to replicate its Asian business model of starting small. It’s in the services offering business that is the toughest business to emulate. Banyan tree should use insights it might have generated with its American/European guests to expand into Europe/America. The Banyan tree guests, with unforgettable experience, but infrequent visitors to Asia, might be pleased and can be “return guests” to its locations in Americas/Europe. A loyalty program to make them brand ambassadors’ might.
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