BANYAN TREE

Banyan Tree

[Name of the Institute]Banyan Tree

Factors contributing to the Success of Banyan Tree

The establishment of Banyan Tree Hotels and restaurants was under the guidance and leadership of Kwon Ping. The hotels, spas, restaurants of Banyan trees are mostly positioned so as to tailor the niche marketplace and segment. However, the company mainly focuses on all such clients who require private, as well as intimate lodgings devoid of the expectation of fancy chain boarding-houses. The Banyan Resort in Key West, Florida, is the first lodging establishment in the Keys to earn Green Lodging certification. Going green in Key West an island that is just four miles long and two miles wide--is crucial to maintaining the island's tourism industry, which is greatly dependent upon its mild year-round climate and healthy marine ecosystem (The Banyan Tree, 2012, www.banyantree.com). In 2009, more than 2.2 million tourists visited Key West to walk Duval Street, peek into Ernest Hemingway's writing quarters, stand at the southernmost point of the Continental U.S. and scuba dive to Toppino's Reef and the Cayman Salvager shipwreck site.

The main factors that lead towards the company's success are attributed towards their customer's value. The chain of Banyan Trees created their brand image and applied their basic understanding so as to shape an entirely different experience for their customers. On the other hand, customers experiencing the Banyan Tree services build up an association with it. Since, the main focus of the company is to value their customer that is why the company has achieved success over the years (Banyan Tree Holding Ltd, 2008, www.keithebergh.com).Banyan Tree's Brand Positioning and Communication Strategies in the Market

Marketing communication is the science of communicating valued information related to the product that the company actually wants to provide to its customers. There are set rules and procedures that draft the communication strategy. It then depends on the company as how they mould that draft according to their product range. Afterwards the company, Banyan Tree established their operations in the extravagance resorts and different market places. Over the years, the company has expanded their businesses in a number of beautiful places such as Bintan Phuket and even Maldives. After the establishment of a position in the extravagance resorts marketplace, the company later introduced a number of various services. The company Banyan Tree each time provides a diverse brand, such as their famous Angsana brand.

Global economy plays a pivotal role in the success as well as the failure any company. In the present era, one of the biggest challenges for effecting the trade practices and agreement is due to the influence of the global economic interdependence. This issue is creating a number of challenges, which enables the firm to discontinue survival in the market. The global economic interdependence is the leading player when it comes to the survival, and later this will bring success for the company. Over the years, globalization has played a vital role in terms of creating competition in the global market thus reducing the chances of survival of many of the firms (Banyan Tree Gallery, 1994, ...