This is a presentation of Global Marketing subject

1. Internationalbrand Group 5: Alix de Kersabiec PhạmTrungHieu Le BaoNgọc Nguyen Tran Minh Phuong Nguyen QuynhTrang Phạm Hoang Anh Vu Mr. Ho Kwon Ping Executive Chairman

2. Content

3. 1. Segmentation

4. Target market Geographicalreach Couples in 30s - 40s ages Rich Luxury Premium market Asia Europe United State

5. Psychographic New age style Relax Rejuvenate romantic & intimacy

6. Positioned towards the wealthy, couples looking for relaxation, Banyan Tree Palawan will better the company’s existing image. 2. Positioning

10. 3. SWOT

12. Expanding the business

13. Right strategies, its capabilities grew.

14. Keeping up the pace to support an international business

15. Advantageous for BTHR as the owner to have all these capabilities and resources in-house

16. Open a resort built from scratch within two years compared to the industry norm of about five years

18. Setting up its own spa training school in PhuketHuge gap about pricing Full-time government liaison staff Create disparities between locals and foreigners Indian ocean destination projects

19. 4. Micheal Porter’s 5 FORCES

20. Threat of new entrants Threat of subtitute services Strong investment capital ($200 million for first resorts, Laguna Phuket) Hard to enter and non-performing firms and cannot exit easily The second midrange brand Angsana Resorts and Spa Room rate from $200-$500/night (lower 40% than Banyan Tree spa) How far the brand could be extended into new channels such as e-travel, and into the aspects of travel, leisure, and lifestyle.

23. 5. Marketing MIX Services Prices Promotion Places

24. Services Core value: good place to stay, private areas Actual value: beautiful views, modern and luxury equipments, large areas, suitable selections Augmented product: high quality of serving, customized serve, romantic atmospheres, fresh air Services Training: customized outdoor team-buildings Rooms for rent: Private pavilion, Villa home Organizing honey moon for couples Spa Travel tours Brand strategies Line extension Banyantravel.com Build more resorts in other regions New brand Angsana Resort and Spa

25. Prices Banyan Tree Phuket Resort Rooms $250 - $500/ nigh Pavilions and villas $400 - $4000/night Customized treatment program in spa $33 - $289/person Honey moon (they spend on average) $2500/4 nights/person Angsana resorts and spa $200 - $500/room/night

26. Promotion Message “A resort is not a hotel, it’s an experience” Marketing plan Budget 7% of total revenue Marketing expenditure: 60% for trading & 40% for consumers (directly)

27. Tools Website Word of mouth Pr: prominent travel magazines Marketing strategies All staff are local + Training for staffs, focusing on communication Customizing via supplying 1 personal waiter who served customers through their entire stay.  satisfy experience and customers’ feeling Target customers: Mid 30s and 40s, rich but not necessary to be famous

28. Place 60% travel agencies 40$ from direct customers 10% corporate clients 6% families Intermediaries – Selected distributors Travel agencies Wedding centers Modern channel E-booking via website Coverage Banyan Tree Resorts & Hotels does business in 8 nations with 16 resorts Customer rate: 50% from Asian, 34% from Europe, 12%from US and 4% from the rest of the world

29. Thanks for listening

30. HoaSen University & Upec Subject: Global Marketing Design: Minh Phuong 2010 This slide is used for educational purpose, non-commerce