CASE 2
MKTG 211 - Case #2 - Individual Assignment - Banyan Tree: Branding the Intangible*
Case Overview:
Banyan Tree Hotels and Resorts had become a leading player in the luxury resorts and spa market in
Asia. As part of its growth strategy, Banyan Tree had launched new brands and brand extensions that included resorts, spas, retail outlets, and even museum shops. Now, the company had to contemplate how to manage its brand portfolio and expand its business while preserving the distinctive identity and strong brand image of Banyan Tree, its flagship brand.
Please refer to case detail on page 519-526 of your textbook.
Assignment Expectations:
This is the second of two cases for this course and is an individual assignment. This assignment is worth
5% of your overall grade for MKTG211. Please analyze this case by answering the following five questions (see below). Mark weighting for each question is in brackets.
Please submit this case through the Blackboard Learning Management System under the assignments folder. Acceptable formats are MS Word. Please use the following file naming format: first initial last name followed by course number by assignment number (e.g. rwilsomktg211case1.doc).
Page length – 3 to 5 pages double spaced
This assignment is due by Nov 12, 2013 at 6:30pm. Late assignments will be penalized 10% per day late. Questions:
1. What are the main factors that contributed to Banyan Tree’s success? (1 mark)
2. Evaluate Banyan Tree’s brand positioning and communications strategies. Can Banyan Tree maintain its unique positioning in an increasingly overcrowded resorts market? (1 mark)
3. Discuss whether the brand portfolio of Banyan Tree, Angsana, Colours of Angsana, and
Allamanda, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and museum shops fit as a family. What are your recommendations to Banyan Tree for managing these brands and products in future? (1 mark)
4. What effect does the practice of
Case Overview:
Banyan Tree Hotels and Resorts had become a leading player in the luxury resorts and spa market in
Asia. As part of its growth strategy, Banyan Tree had launched new brands and brand extensions that included resorts, spas, retail outlets, and even museum shops. Now, the company had to contemplate how to manage its brand portfolio and expand its business while preserving the distinctive identity and strong brand image of Banyan Tree, its flagship brand.
Please refer to case detail on page 519-526 of your textbook.
Assignment Expectations:
This is the second of two cases for this course and is an individual assignment. This assignment is worth
5% of your overall grade for MKTG211. Please analyze this case by answering the following five questions (see below). Mark weighting for each question is in brackets.
Please submit this case through the Blackboard Learning Management System under the assignments folder. Acceptable formats are MS Word. Please use the following file naming format: first initial last name followed by course number by assignment number (e.g. rwilsomktg211case1.doc).
Page length – 3 to 5 pages double spaced
This assignment is due by Nov 12, 2013 at 6:30pm. Late assignments will be penalized 10% per day late. Questions:
1. What are the main factors that contributed to Banyan Tree’s success? (1 mark)
2. Evaluate Banyan Tree’s brand positioning and communications strategies. Can Banyan Tree maintain its unique positioning in an increasingly overcrowded resorts market? (1 mark)
3. Discuss whether the brand portfolio of Banyan Tree, Angsana, Colours of Angsana, and
Allamanda, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and museum shops fit as a family. What are your recommendations to Banyan Tree for managing these brands and products in future? (1 mark)
4. What effect does the practice of