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DVD Details:
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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/108D Company: Banyan Tree Hotels & Resorts

Product Type: DVD Industry: Hotels, Restaurants, Leisure

Related Product(s): Case, Teaching Note
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: 27 Minute(s) 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
 
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DVD (CSVS/108D) HK$1760 / US$220
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