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Arabic Essay Topics & Paper Examples

Banyan Tree

1. One of the main factors that contributed to Banyan Tree’s success is their public relations and global marketing programs. They allowed Banyan Tree to achieve global exposure and a high level of brand recognition with only minimal advertising. Banyan Tree founders, Ho Kwon Ping and Claire Chang, worked hard to build a strong brand so they could maintain a sustainable competitive advantage. They were also able to target the niche market that wanted private, intimate accommodations without the expectations of glitzy chain hotels. They spotted a large price difference between the very expensive resorts and the relatively cheap ones, and they realized they could fill that gap. They also built their resorts differently. Banyan Tree is compromised of individual…