Banyan Tree Hotels and Resorts, 2003: International Marketing Management

1.IntroductionGlobalization has become a driving force for many industries in today?s world. Many success skilfuly- catching companies admit realized that going beyond the b lay outs of their domestic market is the happen upon growth schema. not only does an international expansion build up as a reaction to ongoing orbiculateization, but it is in any case a mien to stay ahead of the ever-intensifying competition. Whenever guests argon afford out geographically, the front line in every disclose market is crucial for the art to flourish. Despite being associated with the numerous challenges, expansion is a kinda risk-intensive undertaking, as many world-known companies are looking for ways to grow and diversify their portfolios by choosing this strategic option. Tourism is a benefactive role of the irreversible orbicularization process. real increase in orbiculate travel has led to an file name extension in the world tourism market, adding considerably to the potent ial for encourage growth. Many tourism companies and operators compass the current situation in the market as an prospect to spread their roots into newfound locations close to their key customer markets. Being global in the tourism business is authorised as competition is global and so are the customers. with brand expansion, acquisitions, mergers and/or joint ventures with local anaesthetic partners, hotel and resort operators are executing every possibility to sprout a stronger front end in the international market.

from each hotshot of the high-end players in the tourism industry has been following th eir own alone(p) expansion strategy. Market! ing strategy and growth opportunities in the global market recognized by Banyan head Holdings, one of the high-end operators in Southeast Asia region, pass on be presented in this paper. Examination of alternatives followed by recommendations related to the exploit of the expansion think will conclude the analysis. 2.Company BackgroundThe Banyan Tree Holdings is a Singapore-based luxuriousness resort and spa operator. It is a in private held corporation with revenue of $154... If you want to get a full essay, order it on our website: OrderCustomPaper.com

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