Banyan Tree Hotels & Resorts, 2003: International Marketing Management By Xia Yang & Shirley Tan

Abstract

In 2003, Banyan Tree Hotels and Resorts was at a decision making juncture. Banyan Tree was a rapidly expanding resort company that had secured a competitive niche position in the global tourism industry, and created substantial differentiation through strong brand identification and unique production concepts. With increased rivalry in the international market, Edwin Yeow, Joint Managing Director and Senior Vice President (Marketing) of Banyan Tree, was considering how to maintain its differentiated position, strengthen its international presence, and deliver more values to customers. A fundamental issue facing the company at this stage was where and how fast the company should move to develop a stronger presence. Nevertheless, as the brand guardian, Edwin also had the chief responsibility in ensuring that fast expansion would not jeopardise the carefully cultivated brand equity.

Issues: International Marketing, Market Development, International Expansion

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