2019-01-30T09:11:00+00:00

1. How would you describe the appropriate target market(s) for Banyan Tree? How wide is its geographical reach-local, regional, global?

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Banyan Tree Hotels and Resorts: marketing, target, competitors, promotion, brand

1. How would you describe the appropriate target market(s) for Banyan Tree? How wide is its geographical reach-local, regional, global?

2. In these markets, who are the main competitors? What are the competitive advantages of Banyan Tree (country-or firm-specific advantages)? Disadvantages?

3. How important is the brand name to the target customers? How important is it for the brand to be considered local versus global?

4. What alternative kinds of promotions are most likely to build brand equity further? How can product/service extensions do the same? What are the pros and cons of each? How would you evaluate the choice to launch a second brand-a good idea or not?

5. How would you evaluate the probability of success in building the brand equity of Banyan Tree further? Any threats that could derail the effort? What would your recommendation be for the next few steps in the brand building effort?


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