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Marketing management for the service industry - Lab Report Example

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Name Date Marketing Management Contents Page Page A. Introduction 3 B. Facilities and services of BTR 3 B1. Facilities 4 B2. Services 5 C. The Analysis of Marketing Strategy 6 C1. Planning 7 C2. Formulation 7 C3. Implementation 8 C3a. Product (service) 9 C3b…
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Marketing management for the service industry
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Download file to see previous pages Banyan Tree Hotels and Resorts are among the main players in the Asian Tourist markets and, since, its entry in 1994, it has grown at a tremendous rate to establish a global brand. It is founded by Mr. Ho Kwon Ping and his wife Mrs. Claire Chiang. The company operates in a numbers of countries including Singapore, Australia, Indonesia and Thailand where it has established a strong presence. As a result of its success especially in providing quality services in an environmental friendly manner, in addition its marketing strategy, a case study on the company is going to be analyzed, researched. An analysis will be offered in relations to the company’s services and marketing strategy. B. Facilities and Services of BTR Banyan Tree Resorts (BTR) currently offers a wide array of facilities and services that can constitute to a luxury resort experience. This is much so when related to the prices they are offering and the type of market or clients that are targeted and access services. A luxurious resort experience contains a number of things ranging from the type of services, the quality of services, the price offered, type and quality of facilities available among others. In relation to this, the following discussions identifies the services and facilities at BTR and provides the justifications for the reasons why the two (services and facilities) constitute to a luxurious resort experience. B1. Facilities The BTR resorts around Asia offer a variety of facilities that enhance the experience of clients to a whole new level. First and Foremost, the resort’s units are mostly constructed on natural environments that involve making minor adjustments such as including a few added artificial features or removing a few natural features. This is, when the units are constructed, it involves removing a few of natural aspects that might not provide a comfortable experience and at the same time, add a few artificial aspects such as electricity lighting among others. This in addition with the use of local furnishings created from local materials constitutes to a natural, peaceful, relaxing and enjoyable experience. The location and construction of the resort units is usually one of the key contributing factors of a luxurious resort experience that most hotels in crowded and noisy cities are unable to provide. This feature is in line with the company’s vision and mission of providing clients with an experience that meets their five senses and most notably, their smell, sight and sound where breath taking view and breezes offer an unforgettable experience. Secondly, BTR offers spa galleries that are branded as Banyan Tree spa. This facility is one of the most exquisite features in the resort and guarantees its clients a memorable and luxurious experience. The fourth sense of touch and personal rejuvenation are experienced by clients is a courtesy to this facility. In addition, the type of products, level and quality of expertise offered by the staff in these facilities make the experience more unforgettable, luxurious and enjoyable. For the sake of this facility, BTR has an academy where it trains local experts for different services and most notably the massage services. Thirdly, BTR especially in its Banyan Tree Phuket Resort has a Banyan Tree Gallery brand concepts that are closely associated with the spa facility, where it is mainly concerned with retailing massage oils, skin and body lotions among other products. These ...Download file to see next pagesRead More
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