CABC Homepage
New Customer | Sign In
List of Popular Cases Newly Released Cases Faculty of Business and Economics Institutional Users Home Site Map
Advanced Search
Topic Index
Industry & Company Index
Most Popular Cases
Newly Released Cases
SME Cases Series
China Cases Series
India Cases Series
IT Industry Transformation Series
Cases in Chinese
Cases in Other Languages
Project SARS Rebound
Case Details:
Email to a friend
Banyan Tree: Sustainability of a Brand During Rapid Global Expansion  
Due to high quality of the trailer, it may take a few minutes to download.
Product Ref: CSVS/108C Company: Banyan Tree Hotels & Resorts

Product Type: Case Industry: Hotels, Restaurants, Leisure

Related Product(s): Teaching Note, DVD
Authors: Ali Farhoomand   Cathy Enz   Pauline Ng
Following a successful IPO in June 2006, Banyan Tree Holdings Limited planned to use parts of the proceeds to finance an ambitious expansion plan. At the core of this business development plan was an ambitious proposal to open 28 new resorts over four years which would span non-Asian territories from Greece to Mexico. The Asian Financial Crisis of 1997, the SARS crisis of 2003 and the Indian Ocean tsunami of 2004 had taken their toll on the travel and tourism industry in the region where Banyan Tree's resorts and spas were concentrated. Although recovery was on the horizon, those events left haunting memories and CEO Ho Kwon Ping understood the need to diversify risks across geographic regions. This case considers how a company with an experiential brand should manage its global expansion without losing the core values associated with its brand.
Functional Area : Marketing
Strategy & General Management

Issues: Expansion strategy, brand experience, brand dilution, the role of CSR
Length: 39 pages Country: Singapore (Rep. of)

Pub. Year: 2008 Level of Difficulty: 2
This product type is available in the following language(s):      English
Related Information: N/A
Order This Item
Type Language Quantity * Unit Price
Case (CSVS/108C) HK$58 / US$7.5
* Order quantity should include copies that you plan to make
   for class use or distribute for other purposes.
   You will not be shipped hard copies for cases.