Reflextion

Reflextion
I divide my reflection 2 parts.
1. Class room
First when I started to learn in class ENG-380 English for international trade, I was very worry between the course and members in class. Because I don’t have the background about business and blog design. It is very work-hard for me. However ‘work-hard never kills’ I use the time to learn in class and find more information to adapt when the blog do. I can practice all of skills when I do blog until now I think I am one of the employees in Banyan Tree organization already.
2. Teacher
It’s not easy I am happy to study in difficult and a lot of work. I am enjoy to study with you so much. You are good speaker, entertainer, and good teacher. Thank you for everything that I receive from you.

Promotion Staregy

Sale Promotion

Banyan Tree’s communications program focused mainly on public relations and publicity, and direct marketing through its web site and sales offices that targeted wealthy consumers, with little emphasis on advertising.

Early Bird Advantage
Book your vacation at Banyan Tree Phuket 15 days in advance with the Early Bird Advantage and enjoy 20% off our Best Available Rate!




Perfect Golf package
Banyan Tree Phuket presents the Perfect Golf package, the ideal deal to tee off a golf vacation in Phuket. Stay in a 5 star Banyan Tree pool villa, and round off your Phuket golf holiday with a treat at the Banyan Tree Spa Phuket.
Valid until 31st July 2010

Family Occasions
Enjoy a family getaway with your loved ones at Banyan Tree Phuket Stay in one of our new Deluxe Two Bedroom Pool Villa or Two Bedroom DoublePool Villas for 2 nights and enjoy up to 40% off Best Available Rates.
Valid until 31st October 2010

Advertisig
As advertisements were selectively placed in only high-end travel magazines that targeted the higher income and more sophisticated segment of the market, wastage in advertising exposure is minimized.

Public Relations

Help us provide the best support to local communities around the world by choosing one of these handmade maun cushions or other artisan crafts from Banyan Tree Gallery.

Product Strategy

Product lines and Logo

Banyan Tree’s products and services could be classified into four product lines:

1. Hotel & Resort

Deluxe Villa

Pool Villa


Sanctary Villa

Two Bedroom Pool Villa

Deluxe Two Bedroom Villa

Spa Pool Villa

DoublePool Villa

Two Bedroom DoublePool Vill

2. Clubs

Laguna Phuket Golf Club is an 18-hole, par-71 resort course, designed by Max Wexler and David Abell, which challenges golf enthusiasts of all abilities. Measuring 6,654 yards from the back tees and 5,464 yards from the forward tees on the manicured grounds of Laguna Phuket Golf Club,

3. Spas

Banyan Tree Spa Phuket - Internationally acclaimed Banyan Tree Spa Phuket offers an exotic blend of massages and body treatments inspired by traditional Asian health and beauty remedies. As the pioneer of the tropical garden setting concept, the spa features pavilions which are re-creations of royal Thai salas in all their splendour.

4. Retail shops

Helped to extend the overall service experience through the sale of products that consumers might use at home to replicate and remind them of the Banyan Tree experience. Also, the arts and crafts sold at shops not only served to reinforce Banyan Tree’s brand personality, but also fitted in the travel industry, with the sales of indigenous products that tourists could buy as souvenirs.

Target groups

 There was room for something pricier and more exclusive that would better cater to these middle upper class consumers, who had better spending power than had the average consumer in the mass market, and would be able to afford and willing to pay for a more exclusive premium service offering.
 As a result of today’s generally more hectic and stressful lifestyles, many well-to-do couples would appreciate Banyan Tree’s value proposition of a memorable, romantic holiday experience that would both provide relaxation and create quality time for them to spend quiet moments together.



Branding

- Promise: The Leading Hotel of the World

- Brand value:
Positioning/Unique selling point







Key successful factors related to the product
Why We Are Growing
Successfully Beyond Thailand

Banyan Tree began in Thailand, and we continue to operate the country's leading integrated resort - Laguna Phuket -through our subsidiary Laguna Resorts & Hotels Public Company Limited. Since 1995, however, we have steadily extended our geographical presence to 23 countries and counting.

Our success across diverse markets rests on the same fundamentals:

- Our strong brand recognition allows us to command prices at the high end of the market for hospitality and spas. Each brand and product line targets distinct market segments, enlarging our customer base;

- Our integrated capabilities - including in-house design, project management and global marketing - enable us to create new products, launch them quickly and manage costs well; and

- Our experienced and multi-disciplinary management team consistently demonstrates the expertise and strategic leadership needed to steer the Group.

Company Background

Ho Kwon Ping gets appointed as managing director of Wah Chang Group from his parents. Ho Rih Hwa in 1980. He wanted to expand the family’s business of property development as his parents. So he looked for an appreciate site in an old tin mine in Phuket- the site at Bang-Tao Bay. He could see its potential – the land was just beside the sea, next to a coastline dotted with beautiful beaches. He turned to family and talked with his brother- Kwon Cjan. In 1984 they began their plan for a holiday resort. Ho brother’s plan was to develop five resorts linked together by the lagoon, they decide to the name the resort complex Laguna Phuket.
In 1991 Kwon Ping looking around Asia and made small team to expand the resort concept. So Banyan Tree Hotel & Resort was born in Thailand. Banyan Tree Phuket, the first boutique resort opened in 1994 in Phuket, Thailand with only 94 villas, in keeping with the owners’ vision of crating and intimate experience with location in exotic places.

Rationale-- Why this brand?

Rationale
Why this brand?
Banyan Tree, there are of the famous hotel in Asia which can be win Hilton hotel’s chain. Experience management is a weapon that Banyan Tree uses. The guest can receive impressive environment and identity in local area. On the other hand, most of the large hotel’s chains usually build the hotel in same characteristic and same interior design. But Banyan Tree emphasize to present specific identity in local area which Banyan Tree located.
Banyan Tree Phuket, they design the villas and interior design in Thai style, especially the roofs is look like Thai style. And interior design they usually use the product that produce in local. Although the best thing that the guest can receive while stay in Banyan Tree are convenient and standard service.

LETTER OF INVITATIONS FOR PROFESSIONAL COMMENTS

Dear, my business partners

I am a marketing manager at “Banyan Tree Phuket”. There are bordered by the golden sands and gentle waves of the Andaman Sea and within a cluster of 5 star hotels in Laguna Phuket lies Banyan Tree Phuket, a luxury resort in the Phuket tropics exuding rest and tranquility. A paradise of extraordinary natural beauty, it is no wonder Banyan Tree Phuket has earned accolades from leading magazines the world over. A 'Land of Smiles' indeed under the sheltering canopy of the Banyan Tree. Banyan Tree Holdings Limited is a leading manager and developer of premium resorts, hotels and spas around the world. Banyan Tree began in Thailand, and we continue to operate the country's leading integrated resort.

I hope you very happy when you visit my blog and please, post your comment in my blog. Thank you so much.

Yours sincerely,
Miss. Amonrat Promsong

Marketing Manager of Banyan Tree Phuket