MARKETING PLAN

Banyan Tree: Marketing Plan



Table of Contents

COMPANY OVERVIEW1

Background Analysis1

Major Products and Services1

VISION2

MARKET DEMAND2

OBJECTIVES3

COMPETITORS ANALYSIS3

MARKETING PLAN3

SALES PROMOTION3

STRATEGIC PLANNING4

MARKETING PERSPECTIVE FOR THE BANYAN TREE HOTEL4

Overall Performance5

Hotel Investment6

REFLECTIVE ANALYSIS - SWOT ANALYSIS6

Strengths6

Weaknesses7

Opportunities7

Threats7

PEST ANALYSIS8

Political factor8

Economic Factor8

Social Factor8

Technological Factor9

CONCLUSION9

Banyan Tree - Marketing Plan

Assessment 1

Company Overview

Background Analysis

Banyan Tree Holdings (Banyan Tree) is engaged in the management and development of premium resorts, hotels and spas. The company, through its subsidiaries, is also engaged in project and golf management services, property holding, travel agency services, business management and consultancy services; and others. The company primarily operates in Asia, Mexico and Morocco, New Zealand, Africa, Dubai, and the United Kingdom. It is headquartered in Singapore City, Singapore. The company recorded revenues of £313.3 million (approximately £215.7 million) in the fiscal year ended December 2009, a decrease of 24.1% compared to 2008. The company's operating profit was £29.6 million (approximately £20.4 million) in fiscal 2009, a decrease of 46.8% compared to 2008. Its net profit was £3 million (approximately £2.1 million) in fiscal 2009, a decrease of 57.2% compared to 2008 (Datamonitor, 2011, 3-11).

The company owns and manages 27 resorts, 67 spas, 71 galleries and two golf courses. Banyan Tree operates in seven business segments: hotel investment, hotel residence sales, hotel management, spa operations, gallery operations, property sales, and design fees and others (design and project management, golf course operations and other businesses).

Major Products and Services

Banyan Tree Holdings is a manager and developer of premium resorts, hotels and spas in the Asia Pacific. The company's key services include the following.

Services:

Design and management services

Gallery operations

Hotel management

Hotel investment

Property sales

Spa operations

Consultancy services

Travel agency

Vision

We will be a hotel for businesspersons home and abroad at affordable prices, offering quality custom services: rooms and suites include cable TV, telephone, free wireless Internet, mini-mart, air-conditioning, hot water, room service, taxi, private garage and permanent guardianship.

Market Demand

Offering rooms and hosting services as well as those who need these products and services

Pleasant and comfortable, adequately equipped both in its infrastructure, decoration, cleaning, furniture, air conditioning, accessories, etc.

Objectives

The objectives is to aspire to what they want to achieve; purpose, the meaning of actions taken; desired at the moment the state of a project as a result of work done. How to set goals that they have been achieved with the result that you need? Goals have to be smart. What does this mean? In the practice of management, there are the so-called SMART-criteria to be fit for purpose. SMART - an acronym formed by the first letters of English words:

The objective has to be concrete (specific);

The objective has to be quantifiable (measurable);

The objective has to be reachable (attainable);

The objective has to be meaningful (relevant);

The objective has to correlate with the specific term (time-bounded)

Thus, following are the smart objectives set for the Banyan Tree

Position in the hotel market

Being at the forefront to meet the needs of customers

Contribute to the improvement and growth of hotel industry

Offering customers' quality service

Establish partnerships with other tourism-related businesses to reduce the hotel costs

Competitors Analysis

Five Force Analyses

The rivalry amidst competitors is high because guests ...