From an early start in 1994, Banyan Tree Hotels & Resorts has grown into one of Asia's

most successful hospitality brands with numerous international awards and accolades from

publications like the prestigious Cond Nast Traveler and others. Banyan Tree is one of the

most ambitious and iconic chains of up-market luxury hotels, resorts, and spas. By

successfully blending its environmental concern with the unique Asian traditions and

heritage and the concept of individual luxury villas offering an intimate experience, Banyan

Tree has emerged as one of the leaders in the hospitality industry. Concern for the nature

and environment surrounding the resorts has always been a trademark of Banyan Tree. Many

environmentalists appreciate their efforts to nurture and protect the surroundings of their

resorts. True to its belief that environmentally sustainable and socially responsible tourism

is compatible with making profits, Banyan Tree has established the Green Imperative Fund

mechanism and Banyan Tree Global Foundation to extend financial assistance to

environment conservation and community projects. Banyan Tree initially resorted to

advertising to build awareness in the market, but the advertising budget was soon cut to save

costs. In fact, the overall marketing budget of Banyan Tree has been 7% of the total revenue,

with 60% allocated for trade and 40% allocated for consumer promotions. The entire brand

communications strategy has been based on third party endorsements, word-of-mouth, and

public relations.

(a) Discuss thefivemarketing management orientations. Illustrate each with an

example.

(b) From the information provided, identify and explain the marketing management

orientation(s) that Bayan Tree Hotels and Resorts adopted.

(c) Examine thetwobroad market categories that Banyan Tree Hotels and Resorts

served and how it communicates its value proposition to each market.